In the fast-growing digital world, Instagram has been attracting businesses at a staggering rate. As per Simply Measured 2012, only 54 percent of the top companies owned the luxury of having an Instagram account. Nowadays however the top 86 percent of brands interact with their targeted audiences through the platform, and that figure will surely increase. They mainly use FansLeap to acquire their target audience and it’s the number 1 growth tool In Fact.
It’s not the case every one of users are using the site to share photos efficiently. Similar to any other site, it has some must-haves and no-no’s that not all users have the whole thing all figured out. One company that has definitely done their best and has received the likes of shares, followers and follows to show it’s Under Armour.
Engaging Through Powerful Images
In terms of genuine follower interaction, Under Armour has figured out how to get the most from its content. As you will observe in the graphs of Quintly the brand has five times or more engagement with each posting on Instagram than on Facebook.
This is in part to the powerful photos Under Armour routinely posts under its account. This also speaks to the character of Instagram. Although it has more than 4.8 million fans on Facebook and just 2.3 million on Instagram the same image of Steph Curry dramatically differs in the amount of engagement it gets on Instagram in comparison to its Facebook equivalent. It’s obvious that Under Armour’s strategy for Instagram simply works.
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Keeping Consistent
One of the best things about the way Under Armour approaches marketing on social platforms, particularly on Instagram it’s consistency across its campaigns. The company’s underlying message, doing what people don’t want and getting your own success, no matter the challenge, is clear in its earlier “I Will” advertisements , and it is carried on to the present “Rule Yourself” campaign.
Despite having launched I WILL in 2013, it’s still heavily integrated in the company’s Instagram feed. Although most brands use new campaigns to create new ones, Under Armour has used I Will What I Want to further its story and build on its previous campaigns, encouraging users to participate in whatever message best describes their personal journey to prove the critics right.
Linking Hashtags and Calls-to-Action
The wide-ranging use of its signature hashtags #IWLL and #RuleYourself have been instrumental in shaping its social media brand’s narrative, as well as giving its fans something to participate and then repopulate with their own hashtags. These two hashtags (along with variations of each) can be found on amateur and professional athletes handles, and even.
Under Armour goes a step further, using the famous hashtags along with other hashtags that are trending to gain more exposure and encourage more shares and likes. In the case of important sporting events Under Armour takes full advantage of these events. For instance, during this year’s Wimbledon all tennis-related posts includes a combination of #RuleYourself and #Wimbledon, and #IWILL. In addition to connecting hashtags, Under Armour routinely inserts a call-to action in posts that advertise its products. Like we’ve seen the brand utilized an active hashtag and hashtags like @mention to highlight the product in question while encouraging users to take action immediately
