A company that I think uses Instagram to
their advantage is Anthropologie, who used stylishly placed Instagram photos to
their own benefit. In a July 16th Instagram post, which was
submitted to Anthropologie by lifestyle blogger, Camille Styles. The photo
depicted summer cocktails being served in Anthropologie glassware.
Anthropologie captioned the photo to give Styles the credit for the post and
then included a link to their website where their followers could shop for that
same glassware. In the 2016 book Social
Media Marketing: A Strategic Approach, authors Melissa S. Barker, Donald I.
Barker, Nicolas F. Bormann, Mary Lou Roberts and Debra Zahay, the benefits of
marketing with online photos are highlighted- I attribute a few of these
benefits as reasons for the posts success of nearly 16,000 likes. Anthropologie
took advantage of this photo to showcase their product and especially to show
their product being used to serve cocktails (Barker et al., p. 166). Another
reason this post was successful was because Anthropologie used the post to
drive traffic to their website by including a link to their website so that
followers could shop the visually-appealing glassware displayed in the post
(Barker et al. p. 167).
-Rachel Robinson
Barker,
M.S., Barker, D.I., Bormann, N.F., Roberts, M.L., & Zahay, D. (2016). Social media
marketing:
a strategic approach (2nd
ed.). Boston, MA: Cengage Learning.
https://instagram.com/p/BH8RcIwg99A/
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