Featured as a Flash of Genius in our Intelligence Report: Instagram, West Elm made a gallery of user-generated Instagram photos tagged #MyWestElm. The “Share Your Style” page attracted 500,000 visitors since its launch in 2013, and has become a destination for interior design inspiration. West Elm shortens the path to purchase by adding catalogue photos of objects next to user-generated ones under “Shop the Look.”
West Elm is one of few brands that fully utilize Instagram. It promotes the gallery of Instagram photos in its product pages and included Instagram photos in its latest catalogue. Only 14% of prestige brands post user-generated Instagram photos on their brand site, even though 93% maintain a presence on the platform. Only 63% link to their Instagram account on the brand site.
With double the engaged users (total community size x engagement rate) as Facebook and an older, higher-income demographic than Snapchat, Instagram provides a sweet marketing space for brands. It’s surprising that more brands have failed to integrate their Instagram efforts with their brand site.