With every brand and their aunt on Instagram these days, only the creative will stand out. Whilst some are playing it safe, we’ve been impressed by brands who not only present their products or service aesthetically but also engage with their audience and prospective customers in a fresh manner. Considering 81% of people use Instagram to help research products and services and 2 in 3 people say the network helps foster interactions with brands (Hootsuite, 2021) it’s more important than ever for brands to be smashing it on Instagram.
Unless you’ve been living under a rock for the last six months, you may well have seen a sponsored post from Lick Paint pop up on your Instagram feed. Employing a pretty aggressive (emphasis on pretty - their paints are gorgeous) Instagram strategy, they’ve enlisted the coolest lifestyle influencers to help spread the word about the new brand on the block. Younger and more approachable than their competitors, Farrow and Ball, Lick showcase modern paint trends. They also post plenty of user-generated content (UGC) and their IGTV series ‘Decorating Diaries’ is a must view for anyone after a splash of inspiration. We like the way they are uber responsive to customer queries, ranging from ‘What colour would match with Pink 04’ to ‘Where can I get one of those fluffy kittens in your picture?’ (that one might have been us...).
Image via @Lick and originally from @jens_den09
We’re pretty sure that 2020 was the year of the house plant. Whether it was the fact we were spending a considerable amount of time in our humble abodes or perhaps feeling particularly nurturing, plants became a focus of both our interiors and Instagram feeds. One of the things we love about Patch Plant is that they name all their plants and give them a sense of identity - establishing them as plant pals if you will. Their Instagram aesthetic is clean and bright, with plenty of shots of inspirational interiors and cute pets - two trends that always inspire a double-tap. Coincidence? We think not. Patch know there’s strength in (Insta) numbers and often partner with complementary brands such as ethical skincare wizards, Pai for competitions and to increase their audience reach.
Image via @patchplants
Any brand with a pun in their name already scores brownie points with us. Not only have Wool and the Gang managed to make knitting cool again, but they also weave a blend of cosy jumper shots with pop culture references - with a few cute canines thrown in for good measure. It seems that their focus is to create a virtual cosy nook for your brain, the equivalent to a sheepskin rug next to a roaring fire. Scroll through their feed slowly and you’ll notice that there are subtle colour palette changes but their aesthetic is by no means perfectly curated. Perhaps it’s a nod towards knitting as an inclusive hobby - sometimes you drop a stitch or two but the beauty of creation comes from imperfection. Oh, and if Harry Styles is rocking a sheep jumper then we want in.
Image via @woolandthegang
London-based menswear brand, Percival bring a sense of urban cool to their Instagram page with brooding models, high-quality product shots and close-ups on quirky details. Their tone of voice is perfect for their audience - short-form, quick-witted and packed full of puns. What drew us to Percival was their use of Instagram Stories, with clear product shots and descriptions making our fingers itch to swipe up and see more. There’s also a smattering of UGC, featuring Influencers such as Rick Edwards who fits their brand well. The end result? A laid-back set of visuals to appeal to those who wish to invest in quality city-style over flash trends.
Image via @percival_menswear
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Written by Emma Pryke
With a love for words and a head for marketing, Emma works with the team at Bright to create content that is *gasp* not just about Digital Asset Management! You’ll hear her voice on the Big Bright Podcast and she’s always keen to speak to our clients to get the scoop on what's going on in their world.