Adopting close to the curve–NPR joins Instagram
This isn’t a call for your business to adopt the “shiny new object” strategy but it is a great example of how to leverage an emerging platform.
NPR is a brand I watch closely for a few reasons:
- I love NPR
- Highly engaged, connected, and informed audience, which allows them room to experiment
- Proven track record of smart adoption of social media
3 days ago NPR joined Instagram
Instagram is an iPhone app and photo sharing community that’s seen astounding adoption, 1 million users in 2 months. The app is simple but with great photo filters, community features, and social sharing it hit a trifecta sweet spot and NPR recognized the opportunity.
In 72 hours NPR has shared 17 photos and gained 1038 followers. More importantly the interaction on their photos is off the charts.
What did they do right?
- Activity tied directly to goals – They are posting pictures related to stories. These images draw interest and make you want to listen. They even previewed as story on the Large Hydron Collider and invited listeners to hear it on All Things Considered Weekend Edition.
- Invited listeners behind the scenes – People want to be insiders and NPR nailed it with sharing pics of hosts and even Christmas decorations at the NPR office. It’s exclusive content and makes a national brand seem very personal
- Asked for feedback – After just 12 hours they asked the community what they wanted to see. Never be afraid to directly ask people what they want.
Many of us would be quick to point out the flaws of adopting a service like instagram – namely its currently limited to iPhone only and you can’t add a hyperlink in the description – but NPR has gained an audience where no other brand has even ventured.
Will these photos draw people into the content and get them listening? It will me. Mission Accomplished.
Your brand isn’t NPR but the opportunity to invest very little and get noticed in emerging platforms is something worth evaluating.
- Measure your investment of resources but be willing to take a chance.
- Focus all activity through the lens of your objective and mission.
- Don’t make failing to costly.
- Meet the people where they are.
PS: Guess where they announced it? The NPR Tumblr blog. In contrast – take a look at the NatGeo account on Instagram. Opportunity Missed.