Instagram is known for its appeal to the Fashion and Beauty set, and brands in the categories have leveraged that interest to build large and engaged communities. Estée Lauder, for example, tapped selfie star Kendall Jenner as a spokesperson and added 83,000 followers over five days as a result. The Fashion category boasts large community sizes (a million or more) for iconic European houses and select contemporary brands like Stella McCartney and Michael Kors.
But that doesn’t mean non-prestige brands in other categories should ignore the platform. Stella Artois and Jack Daniels have built the fastest-growing accounts in the Spirits category and Pabst Blue Ribbon has maintained the highest engagement rate. Surprisingly, Drinks has the second-highest engagement rate among all categories. And Stella Artois – featured as a Flash of Genius in L2’s Intelligence Report: Instagram – was able to increase its followers by 127% with a holiday campaign.
Leveraging the popularity of food posts on Instagram, Stella promoted six posts featuring holiday food and drink pairings. The posts were part of Stella’s multimedia “Give Beautifully” campaign which extended to television, but were created specifically for Instagram. Evidence that all categories can benefit from being active on the world’s hottest platform, if they take the time to create content that resonates.