Few activities have shaped the image of ideal American traditions like that of outdoor exploration. Whether hunting, fishing, or just enjoying nature's beauty, the industry and way of life can be traced back further than historical records and marketing data can account for.
Today, these outdoor traditions are still upheld by nearly 90.1 million Americans. Although you may figure these outdoorsmen are far-removed from digital media, they’re actually quite the opposite. And thus, the brands that support their hobbies are increasingly proactive in their digital marketing efforts, especially on social media.
Today, we’re going to focus on one of the growing platforms: Instagram. Here, we’ve highlighted some best practices for engaging and interacting with your followers, as demonstrated by outdoor brands that are using Instagram to its full advantage.
Support your followers
A “regram,” the “retweet” of Instagram is like a high-five in social-media-land, and a high-ten when it’s coming from your favorite brand. By reposting followers’ pictures, you'll make them feel like the special, important and unique customer they are to you. Plus, they'll probably tell their friends about the shout-out, garnering attention for your brand from an entirely new audience. You can search for the images your fans have included you in through @ tags of your brand, or hashtags of your company's name. Regram apps like Repost for Instagram can make it easy to share the images while giving credit to the follower and effectively building brand loyalty.
Notice how @mossyoak has regrammed a number of pictures of their followers' precious pups ready to explore, hunt, and adventure. Mossy Oak has even created the #mossyoakpup hashtag for followers to easily tag and search these related images.
Respond to customers
We all appreciate feedback to our inquiries, especially on a social media outlet, which is highly personalized and advertises directly to the consumer. Take note how companies like The North Face responded to customer inquiries, posted as comments on Instagram images, in a timely, reassuring manner.
To alert your followers of the responses to their comments, be sure to use an @ tag of the follower's username.
Tailor events to Instagram
Social media contests are a popular way to garner interest in a brand or product. Many brands hold these contests on Facebook and cross-promote them on other platforms like Instagram and Twitter. But why not hold separate contests on each account? Gore-Tex held separate sweepstakes contests on Facebook and their North American Instagram account for their “Experience the Difference” campaign. This allowed users who preferred to follow the brand on just one platform to have equal exposure to the sweepstakes as users on other platforms. Followers could also then enter more than once, generating extended engagement.
Find common ground
It seems like every mountain-climbing, duck-hunting, snow loving Instagrammer loves dogs. Most of the outdoor brands we studied featured dozens of puppy pics shared from featured photographers, product photoshoots, and reposts from followers, like this one from @patagonia. These brands have made the extra effort to connect with audiences on some common ground, reminding followers how well they relate to the brand and their shared interests. Similar to native advertising, you don’t want to overload the consumer by pushing your product all the time. Share other relatable information to keep them from feeling inundated, but still engaged.
If you're having trouble figuring out what that common ground is, consider looking at your followers' accounts, seeking commonalities between them a few of them. Remember, these commonalities don't have to relate directly to your brand and products. They can be a little out of the ordinary, but be just what you need to set your brand apart from the others.Although these brands are specific to the outdoor industry, the examples they share are applicable across retail industries, and can be used for any brand's Instagram account. Whether you sell clothing or plan events, these practices will help your brand gather the attention it deserves on Instagram.
Do you have any special tips or tricks you use to optimize your brand’s Instagram account? Share them with us in the comments section, and let us know how they’ve worked for you.
