Ever since the rise of the Social Web, there have always emerged new trending networks that have a steady effect on the importance of other channels. Currently on the rise is Instagram with its pictures, short auto-play videos and hashtags, especially for younger people that are often the early adopters in the Social Media market. Due to purely visual content on this platform, it is especially efficient for marketers of brands in the B2C sector, because the visual communication is targeted majorly to the emotions of users. To engage their fanbase and potential clients, marketers need to apply lots of creativity. So the relation of costs and benefits is especially effective for companies producing items that can raise emotions in their target groups, such as products from the beauty, clothing, food, travel or event industry.
In the following article we are analyzing ‘Under Armour’s’ Instagram strategy as a best-practice example, showing how to utilize possibilities on Instagram. From these tactics every company can learn and apply tactics to their own strategy. For the sports clothing industry, the example “Under Armour” displays clearly that the presence on Instagram is growing very fast in comparison to Facebook, where fan growth is not as fast anymore. Below, there is also a visual comparison of the interaction rates of both networks and it is apparent how well Instagram works for the brand and how attractive the platform can be for clothing marketers.