We went through a number of different blog titles before settling on this one. Because the truth of it is, that’s all that you care about, isn’t it?
Good, because you’re right.
We were going to write a little bit about Instagram TV, the latest featured added to the platform, but featuresets on modern social media apps (and phones for that matter) change so frequently that chasing the latest app or filter is pointless.
So while there will be some discussion of Instagram TV, and the other features that are similar on competitors, this will be part of a larger piece about the key question: is an Instagram user going to buy a car from me, and if so, how do I make that happen?
First things first – what is Instagram?
Instagram was actually quite innovative, it was the first photo-based social network. It let people upload, edit and discover images from people, followed later by videos, and then most recently live broadcasting and streaming.
Okay, but then what?
Facebook bought it. Facebook then tried to buy Snapchat, but then they were refused and…
What is a Snapshot? Why are we talking about a different app? Is that the one with the faces that look like animals and the photos that self destruct like Mission Impossible?
Yes, yes it is. So Snapchat did really, really well with young users (12-18 year olds) by being quite different but, also, quite pointless.
Is anyone from Snapchat going to buy a car?
No. Probably not. But that can wait for a future article!
Okay so why did Instagram copy Snapchat?
Because they had very popular features, like throwaway images, and filters that make you look different in selfies. Facebook tried to buy them, but were turned down. So instead they essentially replicated every feature (not very interesting, but certainly savvy) and offered them on a platform that, unlike Snapchat, is incredible good for advertisers and marketers, offering detailed analytics and targeting.
What is Instagram good for?
Brand building, awareness, lifestyle brands, imagery, video and simple ad campaigns (watch this video, sign up here, buy our breakfast cereal). It’s also the undeniable home of influencers, people with large or small, but often highly engaged, followings of people. They can make or break brands, products and events by sharing them, either free of charge because they monetise adverts and other products, or by entering into paid promotional arrangements.
What isn’t it good for?
Selling specific products and offers, getting immediate sign ups, getting lead generations and promoting finance offers with lots of FCA approved terms and conditions.
But will they buy cars?
We’re getting to that! But yes. So, interesting stats time, shamelessly borrowed from SproutSocial.
- 7 out of 10 hashtags on Instagram in 2018 are branded or corporate led. It’s a natural browsing and buying platform.
- 71% of American businesses now use Instagram, so it’s as common and expected as having a website was back in the good old days.
- And here’s one that will come up later: 25% of Instagram Ads Are Single Videos.
- 65% of Top-Performing Instagram posts feature products
- A whopping 33% of people aged between 30 and 49 use Instagram – the purchasing public are on there and so are your competitors. Boom.
What about the live video? And what’s this Instagram TV thing?
Glad you asked! Previously, Instagram let you upload pre-recorded and edited videos of up to 30 seconds long, and do live videos of an hour or so. (That said, not every account can post them, there seem to be limits for people with low follower counts, some people report being limited to 10 minutes.) Best practice was short teaser videos on Instagram, and longer ones on your website, YouTube, Vimeo etc.
But now you can actually do some proper video content, with real production values, and that makes Instagram appealing for brands who perhaps don’t want to focus on reportage-style behind the scenes live feeds, but do want an attractive place to share video content on a highly engaged platform. Surrounded by well placed adverts, if they so wish.
If you’d like to see how Instagram themselves launched IGTV, here’s their news story.
But what about automotive brands? Who’s doing it well?
Well, not that many, but that’s what makes it an exciting new frontier. That said…
Rolls-Royce
Perhaps the ultimate in luxury and lifestyle car brands, R-R have some quality content that knows the audience. One to check out is the Kate Winslet-narrated House of Rolls-Royce series, starting with The Spirit of Ecstasy.
Tesla Motors Club
Not the brand, but the people who love and drive them. They’re actually putting out better shot and more fun content than the official Tesla Instagram account (which is still good, but focuses on the production and manufacturing process). TMC, on the other hand, is very good at lifestyle because it’s all content from people who are actually out there enjoying their cars. User generated content is so powerful, and this is a great example.
Lugo AG Car Dealership
Yes, there’s a dealer on here! They’ve only just started to use it, but they’re cleverly using the Instagram TV hub as a homepage for their content, with contact detail available – but the main focus is simply on videos of the coolest cars they’ve got for sale.
So, in conclusion, is anyone on Instagram going to buy a car from me?
Yes!
People in their late 20s and 30s (and even 40s) with plenty of disposable income and a desire to buy a car are waiting for you on Instagram – but it’s not a foregone conclusion.
They won’t magically throw money at you just because you’re on there. You need to deliver good content and it has to be relevant to the platform.
What does that mean?
Don’t just rehash your Facebook and Twitter content, an image with long text isn’t going to fly on Instagram, plus adverts pushing tactical offers might get a lukewarm reception.
Instead use Instagram as the platform to share any user generated content – i.e. any great photos and videos your customers may share with you. Don’t put up dozens of staged handover shots, they’re fine for Facebook, but seeing Dave from Dagenham collect his car on a forecourt isn’t brand building, whereas a photo of Dave’s car parked up at the beach is.
Encourage any budding social media mavens at your dealership or business. Got anyone handy with a camera? Give them an hour off their regular duties, see what creative images and video they can pull together. You’ve got the cars, you’ve got the showroom… just go show people how it looks.
In the short term, you may get some extra content and some sales off the back of it. In the long term, you could develop in-house skills and nurture staff with a talent towards sharing some creative or digital responsibilities.
That’s something that’ll pay for itself a thousand times over in the future.
