When it comes to social media marketing, most brands are showing a relatively good understanding of how to manage their Facebook and Twitter accounts, but the vast majority appears to be challenged by Instagram. This is because most companies tend to push their products and merchandise through Instagram instead of using it to interact with followers on a more personal level. Uploading and sharing behind-the-scenes images is of paramount importance to gaining more visibility and exposure, which is why brands should give up corporate-sounding logo in favor of humanization.

Check out this 10 brands that have understood this platform:

1. Intel

Although Intel does not stand out through their number of followers (66,3k followers at this time), the brand fills its profile with tons of creative images that seem to attract the masses. Besides the Lego man rising above the bar, Intel is sharing lots of behind-the-scenes images from interviews and other events.


2. Vevo

With 587k Instagram followers, Vevo is one of the biggest players in the music industry. The company is consistently sharing pictures with the most popular artists including Carrie Underwood and Alicia Keys, not to mention backstage images that keep followers up-to-date with latest events in the industry.


3. Warby Parker

Even though pretty new to the eyewear industry, Warby Parker seems to be literally killing it on Instagram, with 161k followers. The company uses an intelligent strategy that entails posting cool images of merchandise that subtly advertises their products. While this doesn’t look like a product catalogue, it seems to be quite effective at expanding their fanbase.

4. Macy’s

With nearly 270k followers, Macy’s does a great job at combining merchandise pictures with behind-the-scenes shots of runaway shows and events such as the Macy’s Day Parade. This is seemingly keeping their audience engaged and always growing, which gives them a lot of exposure.

5. Free People

The general approach of Free People on Instagram is perhaps the most outstanding, especially because the company is encouraging customers to get involved. Free People asks customers to post images of themselves wearing their clothes along with specific hashtags, which is why the company is known for turning customers into models. And if you take a look at their Instagram profile, you will see their whopping number of followers – 1.7 million!


6. RedBull

RedBull has its Instagram profile filled with hundreds of action shots of people doing sports like snowboarding, swimming, and even rock climbing. With over 2.3 million followers, RedBull is certainly doing a great job at keeping their audience engaged – and their account tagline is one of the most effective as well.


7. Burberry

One of the greatest parts of Burberry’s Instagram account is the huge number of behind-the-stage images they keep uploading and sharing. One particular image that stands out in their Instagram profile is that of Romeo Beckham shooting with Burberry Chief Creative Officer Christopher Bailey. With a total of 2.9 million followers, Burberry posts iconic London shots and mixed merchandise images that seem to attract a huge number of monthly visitors.


8. Starbucks

Starbucks allows customers and followers to manage most of their images and posts, which makes their approach extremely personal, warm and welcoming. Furthermore, the company encourages followers to post their pictures with Starbucks merchandise and add their proprietary hashtag, which they actually do. Fan-submitted images are probably the best on their Instagram account – and with 3.8 million followers, it is no doubt that Starbucks is one of the few brands knowing how to earn customers’ attention.


9. American Express

With only 48.7k followers, American Express offers everyone access to behind-the-stage scenes and images for sponsored events including fashion shows, music concerts, and more. Although some of the pictures might be somehow promotional in nature, American Express knows how to subtly advertise products, and also stands out through the efficient use of hashtags.


10. Taco Bell

The reason why Taco Bell has scored over 490k followers is their habit of posting very creative images that attract users’ eye. Creative depictions of their products are widely spread across their profile, and the most notable one is the Christmas wreath made out of Taco Bell sauce packets.



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