Although the selling of paper and staplers isn’t the most exciting thing in the world, the social media team at Staples does a great job of getting creative with their content marketing.
For example, on Valentine’s Day, they used a pun involving two of their products to create a funny post that would bring a smile to the face of anyone scrolling by. This kind of post not only brings a positive vibe to the brand, but also subconsciously reminds Staple’s followers of their need for office supplies. That is an effective way to use content marketing to get your brand out there in a fun, positive light.
In addition to coming up with creative ways to advertise their products, they also use engagement tactics to get their followers eager to respond and participate. One of the ways they do this is by making posts that encourage their followers to comment with their own submission to their contest or question. You can also see from the comments in the post above that they are very responsive, interactive and helpful to commenters.
Overall, Staples’ Instagram account is clean, concise and engaging.
Similarly, in a blog post from last August, Winnie Lui looked at 6 Nonprofits on Instagram Who Are Getting It Right. I found World Bicycle Relief to be the most effective account of the six listed.
World Bicycle Relief is a Chicago-based non-profit that mobilizes people in rural, third world countries through the donation of bicycles to make transportation easier.
World Bicycle Relief’s Instagram account is full of heart-warming stories and smiling faces of the real people that their work effected positively.
This not only shows the legitimacy of their cause, but also brings a human and positive feeling toward the organization, as their followers can see the tangible joy and change that is coming from their work. Additionally, the photos are very professional and aesthetically pleasing in terms of color balance, lighting, etc.
I think that World Bicycle Relief’s extremely professional and well-executed Instagram account will ultimately pay dividends for them in their mission. I will even admit that I did some more research and visited their website after taking a scroll through their account.
Staples and World Bicycle Relief are both great examples of how to use Instagram to promote your brand, whether for profit or non-profit, the right way.