Video and images are fast becoming the new branding medium. If you are trying to reach those younger masses in your marketing plan we all call the millennial population then you should seriously consider using Instagram. This app on all smartphones allows you to open up your brand to the mobility masses and it is fairly simple to do.
The first point is timing. You need to learn how to get your message out in 15 seconds. Instagram, like Vine has a capping on length of videos to keep the content fresh and not use a lot of bandwidth. Secondly, keep your focus on what your customer or client wants to see from their perspective, not yours. Always create your marketing approach so it can allow interaction from your customer base or have a call to action.
A hidden tool most are not aware of is you can track your ROI with Instagram. Not that you are going to have a huge Investment on a 15 second fun video about your brand unless you hired a professional advertising agency to create it. You should just have time in creating the idea and the time your employee or yourself put into it. Social Media analytics are very important for tracking customer interaction. Instagram is none less. Use their tools to help manage and track your video. In conclusion, interaction of your customer base, call to action, and analytics that work will give your brand success.