Thursday, November 5, 2020

Three Instagram Brand-Building Tips from Halloween


Instagram is an easy-to-use and fun social platform for brand-building. Brands use it to share engaging images, thought-provoking quotes, and timely product or service launches. If a post grabs viewers’ attention, they will comment or like it – thus increasing brand awareness.

While holidays present an opportunity for memorable posts, Halloween provides three useful tips for brands to apply toward other holidays later in the year like Thanksgiving, the December holidays, and New Year's.

Color is a universal way to tell a brand’s story. What brand is associated with red? Coca-Cola. What brand is associated with brown? United Parcel Service. What color provides the nickname for IBM? (Big) Blue. Once October begins, all variations of orange take front and center. Recall the beverages served by your favorite coffee houses and doughnut stores at this time of year: pumpkin spice latte, pumpkin iced coffee, pumpkin spiced iced latte, to name just a few.

My two favorite examples are a post by Pantone, the color company brand, and a post by Sherwin-Williams, the paint store brand. Candy corn, the most popular candy from Halloween is featured, and it is comprised of several colors. Pantone showcases the specific colors that align with candy corn. In Sherwin-Williams’ post, jelly beans are featured, and one specific color is called out. Does your brand integrate color in a creative way during October, November, and December?

When brands introduce characters into their posts, they often showcase humor, and humor is a universal way to attract interaction and support. Who wouldn’t laugh at the Muppets, the Energizer Bunny, or the M&M characters? Does your brand have characters that tell your brand’s story? If not, how can your brand integrate characters and humor into your Instagram posts?

My favorite example is a post by M&M’s chocolate candies. Two chocolate characters, Brown and Red, are featured in a field full of pumpkins. Everyone can associate with the two characters because everyone would like to have fun with their family and friends in a field of pumpkins.

When brands integrate elements of tradition into their posts, their posts become embraceable. When we think of the fall season with colder weather, the beginning of the holiday season, leaves changing color, we often think of times spent with family. And food is often associated with family gatherings. Starting with Halloween and pumpkins, there is the arrival of pumpkin pie. What’s more traditional than pumpkin pie?

My favorite post that demonstrates tradition is by Coffee Bean & Tea Leaf. This post shows how its pumpkin beverage was created by the traditional pumpkin pie. Do your brand’s posts show how your product or service originated or began?

How will you apply these three Halloween tips to your brand storytelling during the remainder of the holiday season? Chime in to share.

Image Credits via Instagram: @MMSChocolate, @Pantone, @TheCoffeeBean, and @SherwinWilliams.

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