The Complete Guide To Instagram

Mainstreethost
WrittenbyOliviaRoat|DesignedbyMichaelBiondo
TheCompleteGuideto
AbouttheAuthor
About the Author
The Complete Guide to Instagram
01
@OliviaCRoat +Olivia Roat
Olivia Roat is an inbound marketer at
Maintreethost, a digital marketing agency in
Bualo, NY.
She writes for the Mainstreethost blog on topics
such as social media marketing, content
marketing, branding, advertising, and grammar.
Check out Olivias articles on
Mainstreethosts Blog.
Contents
Chapter 1:
Introduction ........................ 03
Chapter 2:
What Is Instagram? ........... 04
Chapter 3:
Instagram Timeline ............ 07
Chapter 4:
How to Use Instagram ...... 10
Chapter 5:
How to Take and Share
Pictures and Video ............. 20
Chapter 6:
How to Interact with Other
Instagram Users ................. 37
Chapter 7:
Instagram on the Web ....... 43
Chapter 8:
Contests on Instagram ...... 48
Chapter 9:
The Instagram API .............. 53
Chapter 10:
Brands on Instagram ......... 56
Chapter 11:
Instagram Work-Arounds .... 63
Chapter 12:
Instagram Analytics ........... 66
02
Contents
Introduction
With Instagram, the burgeoning photo-
taking and photo-sharing application,
people convey messages through
photographs. Instagram, and McLuhans
famous statement, speak to the
power of visual content.
~ Marshall McLuhan
Themediumisthe
message.
Maybe youve heard of Instagram but dont really understand how it works
or what it does. Or maybe you want to know how Instagram can be used to
market a business.
Ill tackle both of those things in this ebook. Whether you want to learn about
Instagram or see how Instagram ts into marketing eorts, this ebook is for you.
Lets dive into the world of photos, lters, and beyond.
Introduction
03
TheCompleteGuideto
WhatIsInstagram?
Chapter2
WhatIsInstagram?
Instagram is a mobile application that lets you take and share pictures. Its
available on the iPhone, iPad, iPod touch, and Android phones. Users snap
a picture, apply a lter, and share it with their followers.
Instagram debuted in November 2010. 130 million people now use
Instagram on a monthly basis. Why did Instagram skyrocket to popularity?
Part of it may be due to our interest in images:
Photographs oer up content thats both easy to digest and easy to admire.
They dont have to war with attention spans and wage battle against our skim-
inclined society quite like text does. Despite its popularity (or perhaps more
accurately, because of it), Instagram connotes certain stereotypes. On rst
blush, it seems like an app that allows people to parade as faux photographers
and share superuous pictures of food and self-portraits. In reality, food
photos abound on Instagram, but the app is much more than a culinary-
capturing tool.
90% of information transmitted
to the brain is visual, and visuals
are processed in the brain
60,000x faster than text.
40% of people will respond
better to visual information
than plain text.
What Is Instagram?
05
Instagram has more daily active users on mobile than
Twitter. On Thanksgiving, Instagram users posted 10
million photos mentioning Thanksgiving and other related
terms; at peak time, users posted 226 photos per
second.
What Is Instagram?
In January 2013 Instagram revealed its monthly active user data for the rst time.
The numbers are pretty impressive:
06
130 MILLION
PEOPLE USE INSTAGRAM
ON A MONTHLY BASIS
NUMBERS INCREASED
BETWEEN DECEMBER 2012
AND JANUARY 2013
ARE LEFT EACH SECOND
PHOTOS ARE POSTED EACH DAY
1,000 COMMENTS
8,500 LIKES
OCCUR PER SECOND
10,000 LIKES
PER SECOND
DURING PEAK TIMES,
40 MILLION
BY 10
%
THIS NUMBER INCREASES TO
MONTH ON MONTH
TheCompleteGuideto
InstagramTimeline
Chapter3
InstagramTimeline
Raises $50 million
in Series B funding
2010
March
Mike Krieger and Kevin Systrom
raise $500,000 in seed funding
November
December
2011
January
February
June
August
September
September
2012
April
April
April
September
Released in
Apples App
Store
Adds hashtags
Raises
$7 million
in Series A
funding
Reaches one
million users
Reaches Five million users
150 million photos taken
Version 2.0 goes live
in the App store
Reaches Ten million users
Android app released;
one million downloads
within a day
Announces $1 billion
acquisition by Facebook
Reaches 100 million users
Instagram Timeline
08
Now, before we dive into the features of Instagram, I want to mention the
terms of service, which were changed in December 2012 and sparked some
outrage from users.
The point of contention was this sentence:
The idea that Instagram could sell its users photos didnt go over well (and
thats probably an understatement). Articles appeared announcing a mass
exodus of users.
So what happened? In response to the brouhaha, Instagram reverted the
advertising section of its new terms to the original terms of service that has
been in eect since October 2010.
It also stated in a blog post that Instagram has no intention of selling user
photos and that each individual Instagram user owns the rights to his or her
own photos. The updated terms of service went into eect on January 19, 2013.
OK, lets get into the app itself.
Instagram Timeline
09
You agree that a business may pay Instagram to display your photos in connection with
paid or sponsored content or promotions without any compensation to you.
TheCompleteGuideto
HowtoUseInstagram
Chapter4
HowtoUseInstagram
Download the app from the Apple App Store
(if you have an iPhone / iPad / iPod Touch)
or the Google Play store (if you have an
Android phone). Instagram is a free app.
How to Use Instagram
I.
Open the app and press Register. II.
11
Register
Sign In
Business Tip:
If you can, make your username the same
as your Twitter handle. This keeps your
branding consistent across dierent social
media platforms.
Create a username and password. III.
@neimanmarcus @neimanmarcus
12
Use Your Facebook Info
Welcome Done
Username
ACCOUNT
Email
REGI STER
PHOTO
Password
PROFILE
Name
Phone (optional)
By clicking Done you are indicating that you
have read and agree to the Privacy Policy
and Terms of Service.
Youll see on the Register screen an option to use your Facebook info. If you
press this, Instagram will pull your prole picture, your name, and your email
from Facebook.
Import from Twitter
Take Photo
Choose from Library
Import from Facebook
Cancel
Change Profile Picture
Set your prole picture. You have four dierent options for choosing a prole
picture: importing a picture from Facebook, importing from Twitter, taking a
photo using Instagram, and choosing from your library.
IV.
Import from Facebook:
Instagram will pull your Facebook
prole picture
Import from Twitter:
Instagram will pull your Twitter pro-
le picture
Take a photo:
Use the Instagram camera to take a
brand new photo
Choose from library:
Choose any picture you already have
on your iPhones camera roll
Fill in your name and email, and youre all set! V.
13
13m
28 likes
matchbookmag
EXPLORE
Search users and hashtags
When you open up the Instagram app,
youll by default land on the Home tab.
This shows a feed of the photos posted
by the users you follow.
The feed displays these photos in
chronological order (like the Twitter
timeline). You can like and comment on
photos right from the Home tab.
HomeTab
CameraTab
The center button is the Camera tab. It
lets you take, edit, and share pictures. (Ill
cover in detail how to take and share
pictures in the next chapter. (Jump to
the Next Chapter)
ExploreTab
The compass-like icon opens the Explore
tab, which showcases top photos
and allows you to search users and
hashtags.
14
Instagram has ve tabs: Home, Explore, Camera, News Feed, and Prole.
The heart-like icon opens the News Feed
tab, which has a Following tab and a
News tab. The Following tab shows
activity by people you follow: photos
theyve liked and users theyve started
following, etc.
It also shows comments among users
you follow, i.e. if one user whom you
follow leaves a comment on the photo
of another user whom you follow.
Instagrams theory behind showing only
these types of relevant, pertinent
comments is that it makes it easier for
people to follow discussion among their
family, friends, and peers.
NewsFeedTab
clubmonaco liked 2 photos.
15 minutes ago
starbucks liked dallasclaytons
photo. 16 minutes ago
millybymichelle liked 2 photos.
16 minutes ago
neimanmarcus liked
bonnietsangs photo.
Following News
NB: The Following tab doesnt work for people who follow more than 1,000 users.
15
The News tab tracks every time someone interacts with you. This tab will tell
you when people like your photos, when people comment on your photos,
and when people follow you.
3377
photos
234
following
Photo Map
FREEPEOPLE
610k
followers
The official Free People Instagram. The Free
People woman lives free through fashion, art,
music, travel, and everything in between.
www.freepeople.com
Feed
Following
The tab on the far right opens up your Instagram prole. Heres where you can:
ProfileTab
Business Tip:
Put the link to your website in your bio. URLs in
prole bios are the only clickable links on Instagram.
A website URL in a prole looks like this:
16
OLI VI AROAT
Edit Your Profile
19
photos
24
followers
64
following
EditYourProfile:
You can change your user-
name / bio / email here. You
can also add the URL for
your website here.
Viewyourphotos
inagridlayout:
Grid Layout is the default
setting on Instagram. Any
time you look at your
prole or another Insta-
gram users prole,
photos will display in a grid.
Viewyourphotos
inalistlayout:
List layout displays
photos just like how they
look on your Home tab.
Viewphotosofyou:
Instagram lets you tag other
Instagram users in photos.
If someone tags you in a
photo, that photo will appear
on the Photos of You tab
on your prole.
AccessyourPhoto
Map:
The Photo Map is explored
further in Chapter 5. (Jump
to the Photo Map section
in Chapter 5)
PHOTO
Photos
biondoart 5d
biondoart
17
When other people tag you in Instagram photos, you can choose whether
you want these photos added to your prole automatically or manually.
If you dont necessarily want to remove
yourself from a photo but would rather
just hide it from your prole, you can
do that too.
You can also remove yourself from a photo that someone added of you.
Then tap the gear
icon in the top right
Tap the Photos
of You tab
Add Automatically
Add Manually
Choose Add Automatically
or Add Manually
Tap on the photo
Tap your name
Photo of You
Show on My Profile
Hide from My Profile
More Options
Done
Learn more about Photos of You
Remove Me from Photo
Report Inappropriate
To change your prole picture, tap your
current picture. (Youll see the same
options as you did during the sign-up
process.)
In your account settings, you can see
the photos youve liked, log out of your
account, turn your push notications
on/o, and make photos private.
If your Instagram account is associated
with a business, you do not want your
photos to be private. You want to have
a public account, so make sure the
Photos Are Private option is o.
Remove Current Photo
Import from Facebook
Import from Twitter
Take Photo
Choose from Library
Cancel
Set a profile picture
In the upper-right-hand
corner of your prole page,
youll see a gear icon. This
is where you can manage
your account settings.
Log Out
Clear Search History
Photos Are Private
OPTI ONS
ACCOUNT
Find & Invite Friends
Photos Youve Liked
Share Settings
Push Notification Settings
OFF
Profile Support
18
ManagingYourProfile
PushNotifications
You can control whether or not you
receive notications when people like or
comment on your photos. Just press
Push Notication Settings in your account
settings.
If you turn push notications o, youll
see notications only when you open the
Instagram app. Regardless of whether
you have push notications turned on or
o, if someone does interact with you by
liking/commenting on your photos or by
following you, youll see an orange
notication box at the bottom of the
screen when you open the app.
Like Notifications
Off
From People I Follow
From Everyone
Comment Notifications
Off
From People I Follow
From Everyone
Contact Notifications
NOTI FI CATI ONS Back
19
Push Notification Settings
1 0
0
freepeople 17m
3654 likes
1 0 0 1 0 0
TheCompleteGuideto
HowtoTakeand
SharePictures
Chapter5
HowtoTake&SharePictures
To take a picture, press the Camera tab. Youll see these buttons around
whatever your camera lens is focusing on:
TakingPictures:
Cancel
Cancel:
Takes you back to what-
ever tab you previously
had open
PhotoGrid:
Places a grid over the view
screen for alignment purposes
Flash:
Allows you to choose between no
ash, the ash settings on your
iPhone, and auto ash.
Rotatethe
Camera:
Switches between the
front-facing camera
and the back-facing
camera
Shutter:
Snaps a picture
CameraRoll:
Takes you to where all of your photos are
stored, both the photos youve taken with
the Instagram camera and the photos
youve taken with your iPhone camera
How to Take & Share Pictures
21
After you snap the picture, another screen will pop up.
This is where you edit your photo.
Camera:
Takes you back to the
camera
Next:
Skips the editing process
and takes you to the next
step; press this if you
dont want to edit your
photo or apply a lter
RotatethePhoto:
Rotates the photo 90
counterclockwise
ToggleBorders:
Filters can place borders
around the photo; you
can add/remove borders
with this button
Blur/tilt-shifteffect:
Lets you focus on or emphasize
one area of the photo; you
can choose which part of the
photo to focus on by pinching/
re-sizing
Lux:
Enhances the lighting
eect in your photo
Filters:
Give your original photo a
unique look; there are 20
dierent Instagram lters
Camera Next EDIT
22
Add to Photo Map
Edit Share
Add a caption...
SHARE
ON
Name This Location
Tumblr
Twitter Facebook
Email
Flickr foursquare
Add People
SHARE
Whos this?
Cancel Search for a person
SharingPictures:
After youve edited your photo, a screen titled Share Photo will pop up.
This is where you can:
If you want to mention another Instagram
user in your caption, press the @ key and
start typing. Instagram will suggest people
whom you follow and people who follow
you.
Instagram lets you tag other people in your
photos in a way thats very similar to Face-
book. Just tap Add People and then start
typing their name in the search bar. Insta-
gram will suggest people whom you follow
and people who follow you. You can tag
people anywhere in your photo.
23
2. Tag other Instagram users in your photo
1. Add a caption to your photo
All of your photos will automatically be
shared on Instagram, but you can also
share your photos on Facebook, Twitter,
Tumblr, Flickr, and Foursquare. (You can
email photos too). Tap the site on which
you want to share the photo. If youre not
already logged in to the network you want
to share on, Instagram will prompt you for
your login information.
3. Share to other social networks
Both my Facebook and Twitter account are linked to Instagram. This doesnt
mean that any photo I upload to Instagram will automatically be shared on
Facebook and Twitter.I still have to prompt Instagram to share to Facebook
and Twitter, but I wont have to log in to these networks because theyre
already linked.
Twitter
Twitter
The icon for a social network will be blue
if youre logged in to the social network.
24
If you want to make sharing your Instagram photos to other networks
incredibly easy, then link your Instagram account to your other social proles.
Lets say I always share my Instagram photos to my personal Facebook prole.
I can link my Instagram account to this Facebook prole. When I want to share
a photo to Facebook, I simply tap the Facebook button on the Share screen
and Instagram knows which Facebook account to share my photo to. I wont
have to log in either.
go to Account
Settings
Share Settings
go to Share
Settings
Then log in to your social networks
Facebook
Tumblr
Twitter
Email
Flickr
foursquare
To link your Instagram account to another
social prole:
oliviaroat 17s
ANTARCTICA
AFRICA
EUROPE
SOUTH
AMERICA
Edit oliviaroat
25
Youll see that right below the Add to your
Photo Map button is an option called Name
this location. If you turn your Photo Map on
but dont chose the Name this location option,
Instagram will geotag your photo, and the
photo will be plotted on a map.
I.
However when my followers see the picture, it
wont tell them exactly where it was taken.
After you turn this feature on, you have two options.
4. Add photos to your Photo Map
Add to your Photo Map
Name this location optional
ON
Instagram lets you share where your photos
are taken. It geotags your photos and then
plots them on a interactive map called the
Photo Map. If you want to let your followers
know where you were when you snapped a photo, turn the Add to your Photo
Map option on.
Find or create a location
LOCATI ONS Photo
Alessi Personal Fitness
6215 Transit Rd.
Barnes & Noble
Grovers Bar & Grill
9160 Transit Rd.
Ruzzines Rock Bottom Eatery
6261 Transit Rd.
Meadowlakes
Exclusively Hair
Better Smiles of Western New York
6261 Transit Rd.
oliviaroat
Barnes & Noble
17s
If you turn the Photo Map on and chose
the Name this location option, Instagram
will give you a list of specic places based
on your current location (these places are
powered by Foursquare). If your location
doesnt appear in the list, you can search
for it and add it. Naming a location lets
you tie your picture to a specic place. If I
was at my local Barnes and Noble when
I took this picture, I can choose Barnes and
Noble for the location. My photo will still
show up on the Photo Map like in the
example above, and when my followers see
this picture, theyll know exactly where it
was taken.
Business Tip:
Take a picture at your business and choose
Name this location. Then either choose your
business from the list of places that appear
or search for your business and add it. The
name of your business will appear above
your photo. Tap the name of your business
and all of the photos tagged there will show
up. This lets you see which Instagram users
have frequented your business, what photos
theyve taken there, and what theyve said
about your business in the caption of their
photos.
26
II.
27
SharingtoFacebook:
When you share photos on Facebook, they appear on your timeline by default.
Theyre visible only to your friends. Any Instagram photos you share to
Facebook are automatically added to an album called Instagram Photos. If
you want to move any of your Instagram photos to another album, you can
do that on Facebook after the photo is already uploaded.
If you use Facebook, you may have noticed that stories pop up in your news
feed when people like photos on Instagram. If you want your Facebook friends
to know when you like photos on Instagram:
Log in to Facebook
from your computer
Go to the Instagram
Photos album
Click Edit Hover over the photo you
want to move and click
Move to Other Album
Move To Other Album
Make Album Cover
Delete This Photo
go to Account
Settings
Share Settings
go to Share
Settings
Press Facebook
OFF
ON
Youll have the option
to turn likes on or o
28
go to Account
Settings
Share Settings
go to Share
Settings
Press Facebook
I.
II.
Share Photos to Wall (Default)
Press the Share Photos to button
III.
CHOOSE A PAGE
Page One
Mainstreethost - Inbound Marketing
Youll then see a list of any pages that youre an admin for.
Choose your page, and your photo will post to that page.
When it comes to sharing to a Facebook business page, only page admins
can share Instagram photos to the page. Facebook will by default share a
photo to your personal timeline, so if you want to share it to a page instead:
29
SharingtoTwitter:
When you tweet a picture using Twitpic, your followers can see the picture
right on Twitter. When you tweet an Instagram photo, people will see only a
link to the photo, and theyll have to click on this link to view it.
Business Tip:
Occasionally sharing Instagram photos on your other social media channels is OK,
but you dont want to share every single Instagram photo you take on Facebook
and Twitter. People follow you on Facebook because they want content unique to
Facebook; people you follow on Twitter because they want to see your tweets, so
deluging your other social channels with photos from Instagram is not the best idea.
SharingPhotosYouveAlreadyTaken:
Lets say youve already taken and uploaded a photo to Instagram and shared
it to Twitter. A few days later, you want to share it to Facebook. Can you share
an old photo? You can! Go to your prole and tap whichever photo you want
to share.
Youll see three buttons below the photo:
Like
Like
Comment
Comment
the Like button the Comment button a button with
three dots.
30
PHOTO
Profile
Like Comment
oliviaroat J ust finished #booksofinstagram
Press the button with three dots, and
youll have the option to share the
photo.
SHARE PHOTO
Photo
Share
Facebook
Email
Flickr
Twitter
Tumblr
foursquare
J ust finished
#booksofinstagram
It takes you right back to the Share
Photo screen.
Delete
Copy Share URL
Share Photo
Cancel
Photo Options
Email Photo
Hashtags:
The clothing company Free People posted
a photo highlighting the style of someone
attending New York Fashion Week in New
York City. Free People tagged the photo
#NYFW (an abbreviation for New York
You can include hashtags in the caption of your photo. Hashtags
are a way of describing and/or categorizing photos. Theyre
also searchable, so when someone searches for a specic
hashtag, all of the photos featuring that hashtag appear. Hashtags
run the gamut from those that are widely used to those that are
made up by and unique to individual users.
31
New York Fashion Week
#NYFW
Fashion Week). Using the hashtag widens the reach of the photo. The photo
wont be seen only by people who follow Free People; it will also be seen by
anyone who searches the #NYFW hashtag.
Some brands even encourage Instagram users to upload photos with a specic
hashtag. Chobani Greek Yogurt tells people to tag photos they take of Cho-
bani with the hashtag #tastereal.
Each hashtag has an RSS Feed with which its associated. You can see the
feed for a specic hashtag by going here:
If you subscribe to the feed, youll see all of the dierent photos tagged with
#NYFW as theyre added.
http://instagr.am/tags/[hashtag name]/feed/recent.rss
So, for the #NYFW hashtag,
the feed would be:
http://instagr.am/tags/nyfw/feed/recent.rss
Cancel
UploadingPhotosfromYourCameraRoll
toInstagram
When it comes to taking and sharing
pictures on Instagram, you have two
options. You can either take a photo with
the camera thats in the Instagram app or
you can take a photo with your iPhone
camera and then upload it to Instagram.
Some advantages to using your iPhone
camera as opposed to the Instagram
camera: you can pinch and zoom; you can
quickly snap a photo and upload it later.
If you have old photos on your iPhone,
you can upload those photos too.
32
If you snap a photo with your iPhone
camera, how do you get it on Instagram?
Open up Instagram and press the Camera
button. Youll see the Camera Roll button
in the bottom right.
Press it and choose your photo. Youll be
able to scale and crop your photo. You can
scale and crop photos only if you pull up
a photo from your camera roll. If you use
the camera in Instagram, you cant scale
and crop the photo.
Crop
SCALE & CROP
Camera Roll
VideosonInstagram
On June 20th Instagram CEO Kevin Systrom announced video on Instagram.
The new feature lets users include on Instagram moments that need more
than a static image to come to life.
Videos can be a minimum of three seconds and a maximum of fteen seconds,
and you can add lters to them just like you can to photos. Theyre another
outlet through which Instagram users can quickly and easily share content
with their followers.
33
How to Take and Share Pictures and Videos
According to the Instagram blog, within the
rst eight hours after video on Instagram
launched, the community shared over a
years worth of footage. (At peak time, users
uploaded 40 hours of video per minute.)
Videos appear in the same feed that your
photos do. Theyre marked with a little icon
in the top-right-hand corner.
If youre scrolling through your Home tab
and pause over a video, it will start to play
automatically. (If you dont want videos to
play automatically, go to your account
settings and turn the Auto-Play Videos
option o.)
Also, this may sound obvious, but if
you want to hear the sound on videos,
make sure the sound on your phone
is turned on. When your phone is set
to vibrate, you wont be able to hear
the sound on videos.
VI DEO
mtv
mtv 1w
go to Account
Settings
Youll have the option to turn
Auto-Play Videos on or o
ON Auto-Play Videos
HowtoRecordVideos:
1. Tap the camera tab, and youll see a video option.
34
Cancel
Cancel Next
2. Press it, and youll be taken to another
screen where you can start recording.
3. Hold down the red button to record. If
you want to stop recording, just lift your
nger o the button.
35
You can record a series of short clips to make
up one video. As you record, youll see a blue
bar ll up along the bottom of the screen. If
you record a series of short clips, youll see
breaks in the bar, which represent the duration
of the clips.
Cancel Next
You can even delete your previous clip by
pressing the button with the x.
Camera Next FI LTER
Choose a Filter
4. After youve nished recording your video,
press Next, and youll be taken to a screen
where you can choose a lter for your video.
Instagram debuted 13 brand new lters for
video. Youll be able to watch your nished
product right from this Filter screen and see
what your video looks like with each lter.
5. After you choose a lter, press Next, and youll
be able to choose a cover frame for your video.
6. Finally, share your photo! The sharing process
for a video is virtually identical to the sharing
process for a photo.
36
(You can watch the nished video from the
Share screen too; just press the play button on
the thumbnail.) One thing you cannot do with
an Instagram video is tag another user. Youll
have to mention users in the caption instead.
Instagram has a feature called Cinema that
stabilizes shaky video recordings. Stabilization
is on by default, and youll see a little camera
icon that represents the Cinema feature pop
up when youre adding lters. If you want to
turn the feature o, press the icon.
Add to Photo Map
Cover SHARE Share
Add a caption
Name This Location
SHARE
Facebook
Email
Twitter
Tumblr
foursquare
ON
ON
Filter
COVER
Next
Choose a Cover Frame
TheCompleteGuideto
HowtoInteractwith
OtherInstagramUsers
Chapter6
Facebook Friends
Options
FI ND FRI ENDS
From My Contact List
Invite Friends
Suggested Users
Search for users in the Explore tab.
How to Interact with Other Instagram Users
38
HowtoInteractwith
OtherInstagramUsers
FindingPeopletoFollowonInstagram
When you rst start out on Instagram, how do you nd people to follow?
There are a few dierent ways to connect with other users:
The Find & Invite Friends button I.
The Find and Invite Friends button is a
great resource. You can nd it in your
account settings. This generates a list
of your Facebook friends who have
Instagram. You can see their Insta-
gram usernames and follow people
right from this list. (You need to have
your Facebook account linked to your
Instagram to use this feature.)
The Find & Invite Friends option also
shows you which of the people saved
in your Contact List have Instagram.
It lets you invite people from your
Contact List to join Instagram.
And nally, Find & Invite Friends is
where youll nd Instagrams Suggest-
ed Users. Instagram uses suggested
users to highlight the apps top pho-
tographers. These people are select-
ed by Instagram because of the
unique, original content they create.
(The list is continually being reviewed
and updated.)
OLI VI AROAT
Edit Your Profile
19
photos
24
followers
64
following
Search users and hashtags
The Explore Tab
You can also nd people through the Explore tab, where you can
search for users and hashtags.
II.
39
Other Users Followers
You can also look at other peoples followers and following lists. If Im interested
in fashion, Id follow a handful of fashion brands. Id then check out the
people whom those brands follow. Id also look at the people who are
following those brands. When one of these brands posts a photo, Id scope
out who likes the photo and who comments on the photo.
III.
Like Like Comment
siwanita73, alexroat, kimi686, b_koch71,
aishaalloughani
oliviaroat Winnifer cuddle dog
alexroat Awww lil wins!!!
Profile
PHOTO
Liking&Commenting:
To like a photo, either tap it twice or press the Like button beneath the photo.
Like
Liked
Liked
Like
Like
40
To comment on photos, just press the Comment button. When you comment
on photos, you can reply back to people who have also commented. My
sister commented on the above photo. If I want to reply back to her comment,
I can either type her username (@alexroat) in the comment eld, or I can go
to her comment and hold my nger over her prole picture. I swipe my
nger to the right, and then Ill see two symbols: an exclamation point (this is
for reporting a comment for spam) and an arrow (this is for replying back to
individual users.)
I press the arrow and @alexroat appears in the comment eld.
41
Business Tip:
If people comment on your photos with questions, use this shortcut to reply back
directly to individual users. If someone asks a question and you answer it without
mentioning that specic user, theres a good chance that he/she wont see your
reply. (He/she would have to continually revisit that photo and check the comments
to see if you replied, and most people wont do that.) When you mention a user in
a comment, he/she will receive a notication letting them know that you mentioned
them.
COMMENTS
Photo
oliviaroat
Winnifer cuddle dog
alexroat
Awww lil wins!!!
13w
Add a comment...
COMMENTS
Photo
oliviaroat
Winnifer cuddle dog
alexroat
Awww lil wins!!!
13w
@alexroat
17h
TweetingAnotherInstagramUsersPhoto:
Below every Instagram photo youll see the Like button,
the Comment button, and a button made up of three dots.
42
This button allows you to report a photo
as inappropriate and tweet a photo. If
you want to tweet someone elses photo,
you need to be signed into your Twitter
account. When you press the button and
select Tweet, a default tweet that looks
like this will appear:
You can edit the text, add a location, and
mention any of the people whom you
follow on Twitter. To mention someone,
type @ and then the rst letter of the
Twitter users name. An autosuggest list
of the people whom you follow will appear,
and you can select the person from this list.
jmclaughlinny
Madison Square Park
14h
Like Like Comment
61 likes
jmclaughlinny
Cancel Send
Tweet
jmclaughlinnys photo
http://instagram.com/p/Yqn8HwJ GN_/
Add Location
96
TheCompleteGuideto
InstagramontheWeb
Chapter7
InstagramontheWeb
InstagramWebProfiles:
Instagram is a mobile-only platform. You need either an iPhone or an Android
phone to upload photos. You cant upload photos to Instagram from a laptop
or a desktop. However, Instagram has recently taken steps to oer people a
more website-friendly experience.
In November 2012, Instagram released online proles. Every Instagram user
has a prole thats accessible through the Web.
Instagram on the Web
44
Your Instagram prole is accessible at:
For example, Adidas Instagram prole is accessible at:
instagram.com/[username]
instagram.com/adidas
Web proles look like this:
45
They consist of a prole picture and an animated cover image that swaps
dierent photos in and out. (You cant control which photos appear in your
cover image.) They include your prole picture and all of your photos.
You can also view your Instagram feed online. To do so, just go to instagram.com
and log in.
adidas
oliviaroat
To connect with adidas follow us on Facebook http://www.adidas.com
206
photos
216,249
followers
623
following
April 2013
Follow Follow
Even people who dont have an Instagram account can view on the Web an
Instagram users prole.
View photos (your own and
other Instagram users)
Like and comment on
photos
Follow Instagram users
Edit your prole
Change your password
WhatYouCanDoon
InstagramfromtheWeb:
Upload photos
Search hashtags or users
See an Instagram users
followers / following lists
See Photo Maps
Access the Explore tab
WhatYouCantDoon
InstagramfromtheWeb:
46
Follow
Edit Profile
Change Password
Followers
Following
elizabeth_mckay
52 minutes ago
View Profile
Edit Profile
Badges
Log Out
oliviaroat
InstagramBadges:
Instagram Badges are a way to promote your Instagram prole. Each badge
comes with an HTML code that you copy and paste on your website/blog. The
badge links directly to your Instagram web prole.
To get the code for your Instagram badge, go to instagram.com and log in.
Youll see in the top right-hand corner your username and prole picture.
Click on it, and then click Badges.
Vi ew on I nst agr am
47
TheCompleteGuideto
ContestsonInstagram
Chapter8
ContestsonInstagram
Instagram isnt just for uploading photos. Brands also run contests on Instagram,
usually by encouraging people to upload photos with a specic hashtag.
Ben & Jerrys ran a contest to honor and celebrate the Instagram community.
It invited Instagram users to upload photos that capture the feeling of euphoria
and tag them with the hashtag #CaptureEuphoria.
Contests on Instagram
Throughout the contest, people submitted over 17,000 photos. Ben & Jerrys
chose 20 of the best photos and featured them in print, billboard, and outdoor
venue advertisements in the areas where the individual photographers live.
It created a gallery on its website of all the #CaptureEuphoria photos. Its
lled with photos of Ben & Jerrys pints, pets, little kids, couples, people frolicking
in the snow, people relishing warm weather at a beach, and more.
49
General Electric ran an Instagram contest that oered the winner the chance
to y to London to see a GE jet-engine facility. GE asked people to shoot
photos inspired by the four ways GE works in the world (moving, curing,
powering, and building). People tagged their photos with #GEInspiresMe.
GE then displayed the photos in a gallery on Facebook, where fans voted for
the winning shot.
50
TakeawaysfromtheseInstagramcontests:
Promote Your Contest on Other Channels
Both Ben & Jerrys and GE promoted their contests on other channels.
51
I.
Use a Specic, Custom-Created Branded Hashtag II.
#CaptureEuphoria #GEInspiresMe
Create a Gallery for Photos
that lets you aggregate Instagram photos tagged with a certain hashtag and
display them on Facebook, a mobile site, or a page on your domain. Olapic
also does this, as do Chute and Nitrogram. (Check out the links at the end
of the ebook if youre interested in any of those platforms.)
III.
Ben & Jerrys promoted on Facebook, Twitter,
and YouTube, and GE on Facebook and You-
Tube. There might be some customers who
arent yet on Instagram, so publicizing the
contest on other networks lets these people
know about it and drives them to Instagram.
Both brands also oered prizes exclusively for Instagram users, thereby
rewarding their followers and giving them incentive to use the platform.
Ben & Jerrys pulled onto a separate website Instagram photos
featuring the branded hashtag. GE created a gallery on Face-
book. Galleries let you showcase all of the user-generated
content your contest creates. FanBase is one platform that lets
52
Incorporate Your Brands Mission
These two brands seamlessly integrated their missions into
their Instagram contests. According to Ben & Jerrys, its ice
cream not only creates euphoria but also celebrates it. So
what better way for the quirky, fun, and feel-good ice cream
brand to let pictures do the talking and in doing so, promote
bliss? And what better way for GE to express its commitment
to innovation and development for the entire world than
allowing people to capture GE at work in their own personal
worlds?
IV.
Let Fans Get Creative
Ben & Jerrys and GE turned the power over to their fans in
these Instagram contests. Fans didnt have to submit photos
of ice cream (though many did) or of GE products. Rather,
these two brands gave fans carte blanche to express them-
selves and get creative. And even though the Ben & Jerrys
contest ended, the custom-created hashtag used in
conjunction with it has proven to be evergreen. People
continue to tag photos of Ben & Jerrys pints with
#CaptureEuphoria.
V.
TheCompleteGuideto
TheInstagramAPI
Chapter9
TheInstagramAPI
The Instagram API lets you take photos from Instagram and put them on a
website or app for other people to see. You can organize photos according
to time, place, or hashtag. Bergdorf Goodman used the Instagram API to create
its Shoes About Town campaign. It asked people in and around New York
City to take pictures of their shoes and then used geotags to display these
pictures on an interactive, shoe-lled map.
The Instagram of API
54
The Instagram of API
55
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MS AL
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FL
During the 2012 election, NBC used Electiongrams, a site that displayed
election-themed images that people uploaded to Instagram. When individuals
uploaded a photo with hashtags like #nbcpolitics, #obama, #romney, and
#vote2012, NBC posted the photo on the site. It used geotags to categorize
the photos and display them on a state-by-state basis.
Instagram gives you step-by-step instructions on its API, and theres a
forum devoted to Instagrams API.
TheCompleteGuideto
BrandsonInstagram
Chapter10
BrandsonInstagram
In May 2013 Simply Measured published a study that looked at Instagram
adoption by Interbrands top 100 brands. Simply Measured found that 67%
of the top brands have Instagram accounts, and 34% have over 10,000 followers.
Here are some brands doing amazing things on Instagram: what they do
that works, how they leverage the platforms power, and exactly how you
can incorporate these practices into your Instagram eorts.
Brand: Kate Spade
Strategy: Oer a behind-the-scenes
look into one of fashions biggest brands.
Execution: The biography for Kate Spades
Instagram account says, Follow us for a
glimpse into the world of Kate Spade New
York. This is exactly what the fashion and
accessories brand does on Instagram:
provide its followers an exclusive look into
its inner workings. Kate Spade shared a
wealth of pictures from its New York Fashion
Week show: models prepping for the show,
photos from backstage, previews of its fall
2013 collection, a peek at its 20th anniversary
celebration party.
Kate Spades Instagram is a visual gateway
into its world, and that world includes its
products, its designers, its special events,
and famous New York City landmarks.
Fashion:
Brands on Instagram
57
1746
photos
341
following
Photo Map
KATESPADENY
310k
followers
quick and curious and playful and strong.
follow us for a glimpse into the world of kate
spade new york.
www.katespade.com
Following
Following
Takeaway: Use Instagram to oer followers a behind-the-scenes look into
your business. Whether theyre photos of employees at work, holiday parties,
sneak peeks into new products or services, or upcoming launches, Instagram
not only captivates followers by letting them behind the velvet rope so to speak
but also shows that a business is made up of more than its products. It consists
of company culture, collaborations, and real people hard at work on the next
new thing. Give people an inside look at your business. And if you travel to
events around the state or country (a photographer who displays his or her
work at dierent art festivals and venues throughout the country for instance),
use the Photo Map and let people know exactly where to nd you.
Kate Spade also makes use of the Photo Map, so users can see the brands
photos categorized by location:
Brands on Instagram
58
ANTARCTICA
katespadeny
Brand: Sharpie
Strategy: Show all of the creativeness and
colorfulness that stems from the tip of a
Sharpie.
Execution: Sharpies Instagram account
isnt about displaying or pushing Sharpie
products; rather, its about displaying the
brilliant art Sharpie products help people
make. Its also about encouraging and
inspiring people to create. Its lled with a
wealth of colorful, captivating drawings all
penned with Sharpie markers: food, quotes,
musicians, a football posted on Super Bowl
Sunday, seasonal themes, etc. Just glancing
at Sharpies Instagram would inspire any
artistically inclined individual to grab a
marker and sketch away. (And Sharpies
Instagram biography encourages that very
action through a pithy call-to-action).
Takeaway: You dont have to sell stunning products to use Instagram.
Sharpie doesnt just post pictures of markers (that most likely wouldnt be too
interesting). Instead, Sharpie shows what those markers allow people to create.
Sharpie shows the end product.
Sharpies strategy can be used by any business: show products or services
in action, being used by real people. Its not always about the products them-
selves but rather what those products let people do.
Art:
Brands on Instagram
59
SHARPI E
274
photos
149
following
56k
followers
Grab a Sharpie & Start Something.
www.sharpie.com
Photo Map
Explore
Follow
Electronics:
Brand: Sony
Strategy: Showcase photos taken by Sony
consumers and spotlight individual Instagram
users.
Execution: Sonys Instagram is lled with
user-generated content. It features gorgeous
photos of scenery and adorable photos of pets
taken by people with Sony cameras. It displays
photos people take of Sony products like
a vintage Walkman or a PlayStation controller.
Sonys user-generated content accomplishes
a couple things: one, its great for social
proof because it shows real people using
Sony products in their everyday lives, and
two, it spotlights fans and gives them shout
outs by featuring their photos.
Takeaway: Instagram is a great tool for tapping into the power of user-
generated content. Brands can encourage people to upload photos with a
specic hashtag, spotlight these photos, and even tie them into a contest:
a fan of the week is selected for uploading a particularly creative photo, has
his or her photo featured, and wins a gift card or a prize.
Brands on Instagram
60
SONY
159
photos
1528
following
14k
followers
Sony Electronics
Photo Map
Explore
Follow
Business: Black Rock Kitchen and Bar
Strategy: Share the delicious and congenial
vibe of a local restaurant through alluring
photos.
Execution: Black Rock Kitchen and Bar
proves that you dont have to be a major
brand to use Instagram. Its a small restaurant
located in Bualo, NY (my hometown bias is
at work here) that routinely shares photos
of its delectable-looking nightly specials. It
also shares photos of the restaurants interior
and its employees.
Takeaway: A restaurant is the type of
business that ts perfectly with Instagram.
It shows people what the business is about
and what kind of food it creates rather than
simply telling them. Seeing a picture of a
dinner entre can have a far greater impact
than merely reading the description of it on
the menu. A restaurant can even gain its
Restaurant:
own user-generated content by encouraging patrons to upload their own
photos of the food they order and use a specic hashtag. This exposes the
restaurant to all of those patrons Instagram followers, thereby tapping into
the power of word-of-mouth marketing. And anyone who searches or taps
on that hashtag will see pictures of the restaurants food. Encouraging
patrons to upload food photos could even be tied into a contest: anyone who
uploads a photo and uses the hashtag gets entered into a contest to win a
gift certicate.
Brands on Instagram
61
BRKITCHEN
71
photos
45
following
106
followers
Black Rock Kitchen & Bar
Photo Map
Explore
Follow
Voted Best New Restaurant of 2012 by
Buffalo Spree! We know that by feeding you,
the people, we will help to feed the
neighborhood. 551.0261 #BRKBmenu
www.blackrockkitchenandbar.com
Nonprot Organization: To Write Love
on Her Arms
Strategy: Post a variety of photos, all of which
seamlessly relate to the organizations mission.
Execution: To Write Love on Her Arms
(TWLOHA) is a nonprot dedicated to providing
hope and nding help for people struggling
with depression and addiction. TWLOHA
organized a tour across the U.S. that it
described as an evening of songs, con-
versation, and hope. It posted photos of the
performers on stage and of the crowds at
various venues. TWLOHA also posts photos
of its sta and spotlights the members from
TWLOHA chapters at universities across the
country. It highlights its #FearsvsDreams
campaign, in which people pose with a
whiteboard that discloses their biggest fears
and dreams.
And while TWLOHAs Instagram photos
span dierent topics, they all relate back
to the organizations goal: to provide
inspiration and promote hope.
Takeaway: A brand can use Instagram to
Nonprofit:
Brands on Instagram
let people know about events its sponsoring or partaking in. That can include
everything from concerts to community events to volunteer eorts. And ideally
every photo a business posts should t organically and naturally into its mission
and appeal to its target audience.
62
TWLOHA
355
photos
61
following
25k
followers
Photo Map
Explore
Follow
To Write Love on Her Arms.
TWLOHA is a non-profit movement dedicated
to presenting hope & finding help for people
struggling with depression, addiction, self-
injury, & suicide.
twloha.com
TheCompleteGuideto
Instagram
Work-Arounds
Chapter11
I said in Chapter 7 that you cant search hashtags or users or see an Instagram
users followers/following list from the Web. A few websites let you get around
this and let you manage your Instagram account from the Web (though again,
you need the app to upload photos). Using an Instagram webviewer can be
really helpful for anyone using Instagram for business because you dont need
to be on a smartphone to get things done. Some of the best Instagram web-
viewers:
Statigram lets you comment on and like photos, search usernames and
hashtags, and see other Instagram users following/followers list. It also lets
you segment the people whom you follow into groups. You can create groups
for family, friends, customers, etc. and assign people to those groups.
Business Tip:
Statigram lets you add to your Facebook business page a tab just for Instagram
photos. This tab displays your Instagram feed right on Facebook.
InstagramWork-Arounds
Instagram Work-Arounds
64
Instagram Work-Arounds
65
Webstagram is similar in that you can view photos, like and comment on photos,
follow and unfollow people, browse hashtags, etc. You can nd users by
keyword and see the most popular lters and the most popular hashtags.
Webstagram also lets you create a gallery of your Instagram photos on your
website/blog.
GRAMATICA
Instagram doesnt allow for multiple accounts, so if you have a personal
Instagram account and a business account, you have to log out of one
and into the other if you want to switch between the two. Gramatica is
an app that helps you get around this (its $0.99 in the App Store). It lets you
quickly and easily manage multiple accounts. It also lets you pinch
and zoom in on photos.
A number of WordPress plugins let you display your Instagram
photos on your blog through widgets: Simply Instagram, Instagram
for WordPress, and WP Instagram Digest. (Check out the links at
the end of the ebook if youre interested in any of these plugins.)
InstagramPluginsfor
TheCompleteGuideto
InstagramAnalytics
Chapter12
InstagramAnalytics
A major part of marketing is tracking the eectiveness of dierent campaigns.
These six tools help you track engagement, discover inuential followers, and
run contests and promotions.
Cost: Free Instagram report and free 14-day trial for other services
It tracks your Instagram engagement and determines your most engaging
photo/lter/location. It also gives you stats on your engagement outside of
Instagram (i.e., if youve shared photos on Facebook or Twitter). You can
download all of this data in Excel or export it to PowerPoint. Simply Measured
also allows you to compare trac across all of your dierent social channels.
Instagram Analytics
67
Simply Measured oers a free
Instagram report. In exchange for the
free report, Simply Measured asks
you to post a tweet telling people
youre using its services.
Imusing @simplymeasured to analyze my Instagram
profile in Excel - http://bit.ly/KQwnwB
Cost: Free
I talked about Statigram earlier, and mentioned that its a webviewer. Statigram
also gives you statistics on your account: your follower growth, most engaged
followers, post history, lter usage, hashtag usage, average like and comment
per photo, your most liked photos, etc.
Cost: Free version available for accounts with 1,000 or fewer followers; more
comprehensive plans are $37/month, $116/month, and $325/month.
Nitrogram lets you aggregate and embed photos taken by Instagram users
on your website, blog, or Facebook page. It gives you analytics for hashtags
and accounts. It tracks your likes, comments, and photos over time and
gives stats on your posting habits.
Instagram Analytics
Nitrogram
68
Cost: Free
SumAll is in beta. It lets you analyze in real time your Instagram marketing
eorts. You can also connect your Instagram account with your Twitter,
Facebook, and Google Analytics account to get a comprehensive view of your
marketing eorts. You can view everything in one interactive dashboard
through a phone, tablet, or browser.
Cost: $1.99 iPhone app
GramPro is an iPhone app that generates a prole for all of your followers
and all of the people whom you follow. It shows each users fame score
(equivalent to a popularity score), the number of photos he/she posts per
week, and the number of likes his/her photos average. GramPro allows you
to identify inuential Instagram users. It also lets you see which of your
followers engage with you the most.
Instagram Analytics
Links to Other Tools:
Platforms for displaying
Instagram photos:
+ FanBase
+ Olapic
+ Chute
WordPress plugins:
+ Simply Instagram
+ Instagram for WordPress
+ WP Instagram Digest
69
Sources
70
Sources
TM
THE WORDPRESS EXPERTS
d
e
v
I NSTAGRAM FOR BUSI NESS

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