Now, Brands Latch on to Instagram

Campaigns around lifestyles and featuring celebrities driving up engagement rates

Contd…The Leela Palace Hotels and Resorts had kick-started a series called #instaholidays on Instagram that aimed to take followers on a virtual luxury tour through the property. The series ran for more than a week on Instagram, and the group built a narrative highlighting key moments and capturing the romance around a guest's experience with high impact photography. It saw a jump in its engagement rates almost immediately , with more than 5,000 people responding to the posts by the end of the week. In the last three months, the group's Instagram following has increased to 13,400 people, with 100-200 new followers being added every week.“Leela has amplified its focus on crowdsourcing and users are using the social media platform to drive engagement...Other travellers appreciate the authenticity of the pictures which increases the likelihood of converting a keyboard fan to a guest of the hotel,“ the company said.

Contd…Luxury and high fashion brands are increasingly leveraging a platform like Instagram to tell their stories through compelling visuals to drive business growth. Instagram said on Wednesday that its follower count has grown to 500 million users, with 80% outside the US.While global brands like Burberry are going digital and using Instagram to entice buyers in real time, some global brands are also allowing their Indian partners to run their own India handles.Brands like Superdry, DC, and Steve Madden, retailed by Reliance Brands in India, have seen a follower growth of 165%, 80%, and 70% respectively on their India handles since January 2016. This is mainly due to increase in frequency of their posts, celebrity content, and live event coverage.“ To keep interest levels high, there is a collaborative working with influencers in this space.

Contd…Through influencers we tap into targeted groups of consumers that otherwise are difficult and expensive to reach out to,“ said Lipika Ganguli, marketing head, Reliance Brands.Genesis Luxury, which retails Burber Genesis Luxury, which retails Burberry and Zegna in India, has seen a follower growth of 300 in the last two months on its Instagram handle Genesis Luxury Fashion. “Our marketing strategy involves a healthy mix of well-known international and Indian celebrities donning our portfolio brands, showcasing products across brands from Canali to Michael Kors that target every segment of the consumption pyramid,“ sais Nikhil Mehra, CEO Genesis Group.“Statistics also show that engagement on Instagram is 20-25% more in comparison to Facebook or any other social media platform. Brand posts still directly reach followers' newsfeeds even after Instagram rolled out its new algorithm,“ Ganguli added.

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