Instagram is more than an online photo gallery. It is a way to share and connect. Businesses have the potential to use Instagram as a platform to grow brand awareness and increase sales. The question is how do we maximize our reach and influence through Instagram? An obvious way is to post eye catching photos. But, what kind of photos gain the most engagement? A recent study by the University of Wisconsin has given us insight into what particular types of images actually boost sales conversions.
Researchers analyzed customer responses to photos posted by retail brands who use Olapic as a curation platform. The study was done over a 6 month period and gathered data from over 130,00 image collections. They studied people who viewed images posted onto brand pages by other users then tracked if the viewer eventually purchased an item they saw in an image.
Below we have outlined the characteristics that lead to a successful post:
#NoFilter
While filters may look cool on your vacation photos, consumers are looking for authenticity when it comes to brands. When posting for a business it is best to use as much natural light as possible.
Blue and Yellow
Instagram photos with yellow and blue images were 29% more successful than images that showed a lot of red. This is interesting as previous research suggest red is a very catching color. This may be true, but when it comes to actually generating sales the study shows brands will be better off using yellow and blue.
Caption Game
Longer captions can attract a longer view from customers. Because of the length of the content, they grow a more sentimental feeling towards your photo and your brand. Though you should not write a mini-essay online. No one will read everything you say. We suggest using between 100-140 characters per post.
Punctuation
As a PR and social media agency, we know this one to be true and very important. Using bad grammar or over using punctuation such as exclamation or question marks will deter your customers from taking you seriously or liking your content. For the sake of the English language, please have co-workers proofread your content before posting!
People Pleasing
The study also showed that while inspirational quotes and aesthetic images generated likes and comments, photos. Photos that showed people using the brand were more successful in generating sales.
New research is always coming out and social media is an evolving phenomenon. Here at the Burnette Agency we are constantly looking for ways to be relevant and effective. If you have questions about Instagram photography or would like to chat about other ways the Burnette Agency can boost your brand awareness please email at info@theburnetteagency.com or call 404-850-2081
