Storytelling and engaging your target audience on Instagram is beyond just posting images. It’s about thoughtfully crafting an engaging narrative about things your brand cares about. With 400 million monthly active users, over 80 million photos shared every day, a per follower engagement rate of 4.21%, which is 58 times more than that of Facebook and 120 times more than Twitter, Instagram is the big daddy of visual storytelling. Increasingly, many Social Good Brands are taking to Instagram to build engagement and curiosity among their target audience in the most interactive way.
Here’s a quick look at how some social good brands are using Instagram in different interesting ways through purpose specific tailored images, narration style, storytelling perspective and the overall call to action.
I. Stories Of People Who are Impacted
Krochet Kids Intl.(KK) sells woolen apparels knitted by women belonging to low income backgrounds from Africa, Asia and South America. In this post, Betty(right), who recently had a baby girl, named her after ‘Mollie’(left), an intern alumni who helped her make her life better through KK. KK is showcasing the impact interns can deliver while working with them, very subtly though through this post.
Focal point: Promoting KK’s internship program through positive images of personal bonding between interns and impactees
Call to action: Apply for KK’s internship program
II. Educating The Audience About A Cause
Circle Movement is an online community that raises awareness about social evils and day to day challenges faced by the members of the bottom of the pyramid (BOP) in developing and underdeveloped countries. Founded by 3 friends, Circle Movement often takes to Instagram talking about various concepts, fundraising events, workshops and seminars with inspirational speakers. This post is a part of their Fair Trade campaign, where they are educating their audience about what fair trade is and seeking their participation. The postscript of hashtags increases the visibility of the posts to every set of audience that they can target.
Focal Point: Generating awareness about why Fair Trade is necessary for the welfare of farmers
Call to Action: Urging followers to share stories of brands who promote fair trade
III. Promoting A Brand’s Blog
Well, who doesn’t know TOMS? Every piece of communication from TOMS is simple, adequate and with ample level of fun and curiosity just like in this one. Their teasers always excite and TOMS has beautifully nailed that part, both in the image and the prose while promoting their next story. The image only shows the protagonist’s (Portlander) legs with TOMS shoes, leaving a sweet trail of curiosity leading the readers to the blog.
Focal Point: Promoting a story / blog
Call to action: Visit the blog to read more
IV. Giving An Insider View Into The Product
ThePostbox.in is a for-profit social enterprise that gives livelihood to artisans from across India and promotes indigenous art & craf. Their Instagram posts are never direct, but they subtly reveal the story behind the image they post. In this post, they showcase the process through which the notebooks are made by artisans from Guwahati.
Focal Point: Promoting local art
Call to action: Asking users to buy more of these locally made notebooks
Instagram’s focus on visuals can take storytelling to a whole new level allowing social impact brands to get their target audience involved in the most innovative way. It is a master mood board for social enterprises to talk about their cause, impact, people, and products How are you using Instagram to promote your social good brand?