Instagram Research Worksheet PDF

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Worksheet for Social Media Group Project over research on Instagram....

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INSTAGRAM RESEARCH WORKSHEET JM Internet Group - https://www.jm-seo.org/ - [email protected] - Tel. 800-298-4065 Version: 2017.05.07

INTRODUCTION. Before you plunge into setting up your business Instagram account and posting wildly to interact with your customers, it’s worth researching Instagram to find out what potential customers are doing on Instagram as well as identify companies to reverse engineer. INSTAGRAM SET UP (PROFILE). You and your team will need a Instagram account for your business. Next, you’ll need to identify potential companies that are either similar to your own (competitors) and/or major brands that you respect that seem to be doing a good job of Instagram marketing. (Use Instagram search or Google site:Instagram.com to identify potential companies.) ( Instagram set up for: Nike Instagram handle: @nike Email associated with this account: [email protected] Keyword Themes. What are the keywords or themes that you feel potential customers might be interested in on Instagram? Using common sense, and a little snooping on Instagram, why are potential customers on Instagram, and what are they doing that is close to your product or service? Keyword Themes: Nike, shoes, sports, outdoors Potential Customers are on Instagram, why, and doing what? Looking to see what Nike is doing to market themselves; how they react to public issues or at all; seeing what new things they are releasing. Search Instagram. Search Instagram directly, or via Google for your keywords. Look for companies similar to yours or manually find and enter the Instagram accounts of competitors. List existing competitors and identify their Instagram page by URL: Competitor: Competitor: Competitor:

Converse Follower Count: 10.2M Instagram handle @ converse Michael Kors Follower Count: 15.9M Instagram handle @ michaelkors Adidas Follower Count: 25.9M Instagram handle @ adidas

List Consumer brands you like that seem to “get” Instagram:

Company: Morphe Follower Count: 10.8M Instagram handle @ morphebrushes Company: Louis Vuitton Follower Count: 43.6M Instagram handle @ louisvuitton Company: Kylie Cosmetics Follower Count: 25.3M Instagram handle @ kyliecosmetics ( Find and follow the above accounts from within your own Instagram account. INVENTORY: PAGE SET UP. Take the accounts you identified above, and begin to inventory what you like / dislike / need to create for your own Page. Likes / dislikes about their Profile Pictures: ● Morphe: Black and white "M" logo ● Kylie Cosmetics: Iconic lipstick logo ● Louis Vuitton: "LV" Logo

Likes / dislikes about their Account Bio:

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( Bio has a clickable link, and if so, where does it go? Louis Vuitton: No clickable link Kylie Cosmetics: Shop page on their page Morphe: Shop page on their page ( They have an email, call, or other form of contact link (visible only on the phone), and where does it go? Louis Vuitton: Only direct messaging Morphe: Phone number and email Kylie Cosmetics: Email ( They use their bio in some unusual way: ___________________________________ _______________________________________________________________________

Likes / dislikes about hashtags in their Bio: Morphe: Has #MorpheBabe and #Morphe2 Kylie Cosmetics: No hashtag in bio Louis Vuitton: No hashtag in bio

INVENTORY: POSTING STRATEGY. Next, analyze the accounts as to what they are posting and why. Which posts have many likes, comments? (Click on a post to see this information). Which posts

are blatantly self-promotional? What is their apparent posting rhythm, or percent that are fun vs. percent that are self-promotional? Likes / dislikes about posts: Louis Vuitton: Color coordinated posts; equally engaging Morphe: Mixup of makeup creators and new and upcoming makeup they are releasing Kylie Cosmetics: Lots of makeup creators showcasing products

Examples of posts that got a lot of interactivity (likes / comments). Why? Louis Vuitton: BAFTA post: 177,470 likes, 353 comments. British Academy of Film and Television Arts. Tahar Rahim post: 80,748 likes, 195 comments. Male model, dressed up. Morphe: MorphexAvaniGregg palette: 78,852 likes, 490 comments. Colorful makeup palette Morphe Sale: 40,927 likes, 1,059 comments. Sale items on an extra sale. Kylie Cosmetics: Butterfly swatches of Peach Extended Palette: 144,638 likes, 449 comments. Pretty makeup palette Lipstick reel: 52,840 likes, 276 comments. Lipstick organization video.

Examples of posts that are “buy my stuff.” Do you think that they are effective? Louis Vuitton Cologne Perfumes for Men - Yes, effective because there is a link directly on the photo and it is aesthetically pleasing. Morphe: Morphe x Jaclyn Hill Palette - Yes, effective because there is a link directly on the photo, and it shows off the entire palette. Kylie Cosmetics: Classic Peach Extended Palette Glam - No, not effective because it does not really show off the colors of the palette although there is a link to buy the product.

Are these using hashtags? Which ones, why, and how? Louis Vuitton: #LouisVuitton; #LVParfums; mentions the brand name and what the product is Morphe: #Morphebabe; #Morphebrushes; #blendtherules; all of these coincide with their brand Kylie Cosmetics: No hashtags on this post

FUN VS. NON-FUN. Which companies, or competitors, are “fun” companies in a “fun industry?” Which are “non-fun” companies in a “fun” or “non-fun” industry? What strategies do you companies using, and how might they apply to you:

Fun Companies, and their Strategies: Adidas: Has a separate account to showcase Adidas Women

Non-Fun Companies, and their Strategies: Vogue: Showcases fashion, as well as touching on serious topics.

CUSTOMER INTERACTION. As you review competitors and other companies on Instagram, do your customers seem to be on Instagram? If so, what are they doing? What sorts of strategies do you see in use that are keeping them engaged? What is the “reason” for which customers are on Instagram, and therefore companies like yours can use Instagram as a marketing channel? Nike customers are definitely on Instagram. They are shopping for shoes as well as clothing and apparel. They are also following fashion or sports brands, and customers are looking for new and exciting releases from large companies....