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Chef Mashama Bailey of The Grey (@thegreysavannah) puts the history of Savannah on every plate they serve. Stationed in a beautifully restored Greyhound bus terminal, their profile immediately transports you to a destination rooted in history and community. “Mashama’s current take on traditionally southern ingredients reflects the cultural and ethnic melting pot that you find in a port city like Savannah,” says Colleen Ferris, The Grey's Manager. Even the smallest details in their presentation is a celebration of the city and a chance to bring people together. At the end of each “Port City Southern” meal, each guest is given a cold treat they call a “thrill”—a tribute to the treats kids eat in the neighborhoods around The Grey on hot summer days. “We like to engage the folks in the community and give them a forum to tell their ’thrill’ story.” 📷 by @thegreysavannah
“Even though our hair cuts are more personal, our customers still view it as a sanctuary for free flowing and spirited discussions between them and the barber,” says Nana Jones Darko, TRIM-IT (@trimit) co-founder. “We want to capture the emotions that occur during these discussions on Instagram.” As the UK’s first app powered barber shop, Trim-It is on a mission to blend that time-honored tradition with the perks of modern touches. Visiting their profile is evidence of that belief—a scrolling tribute in black and white to the people they've cut and a statement of intent to the customers they’re scheduling next. The past will always be a part of Trim-It. But that hasn't stopped them from shaping the future—like using AR filters to help promote their more modern styles. “Our customers love using our filters to show off their haircuts,“ Nana says. ”We’d like to continue to grow our engagement and followers by creating more interactive filters which allow our customers to diversify how they share their haircut experience with the rest of Instagram.” 📷 by @trimit
Felisha Noel, founder of Fe Noel (@fenoel), remembers her summer trips to Grenada vividly. ☀️✈️🇬🇩 Long days absorbed in the local culture fueled a passion for design and exploration that ultimately mapped out her journey for starting the brand. Today, that desire to examine the world is the common thread woven into Fe Noel's principles. Their profile is a glittery exploration of fashion inspired by travel, and an invitation to bond over shared and foreign experiences. “We use Instagram as a location for all of our ‘Fe Noel women’ to come together and connect through lifestyle,” says Felisha. "Our team creates content that displays our motto ‘eat well, travel often and dress to inspire’ in every post. The philosophy has taken the brand farther than they could have ever imagined. #ShareBlackStories 📷 by @itayshaphoto
“We’re on a quest to share the simple pleasures in life—eating well and celebrating with friends—with a focus on the shared experience,” says Austin Dinan, Sugarcane Raw Bar Grill's (@sugarcanerawbargrill) Head of Marketing. 🤤 With each mouth-watering post the Cuban inspired restaurant invites their community to kick back, relax and stay awhile. And part of getting their community to do that is through engagement in their posts. “[Instagram is] a great tool for us to listen to what our customers like: Do they want us to bring back a certain menu item? Would they be interested in an earlier brunch offering? What’s their favorite spirit to have in a cocktail? Instagram is a way for us to create a community around our brand.” 📷 by @sugarcanerawbargrill
Before starting Hanifa (@hanifaofficial), Anifa Mvuemba was a college kid with big dreams. Using a friend's party as an opportunity to flaunt her fashionista skills, she designed a dress that she instantly showed off on Instagram. “Reading the comments of what felt viral to me at the time (20 comments) opened my eyes to see that perhaps I was meant to be a designer after all,” Anifa says. The support that poured in from friends, family and followers on Instagram became the inspiration for her brand Hanifa. Almost 10 years later, Anifa is still leaving her mark on the fashion world with Hanifa. Their posted designs embrace the natural curves of all women—an accomplishment that regularly receives an outpouring of support from their adoring community. “Before I design anything, I always visualize it on Instagram. I know how important it is to create with a picture in mind. It’s how we market our business and we also know it’s why our customers love Hanifa.” As for that original post, Anifa always keeps the photo up on her personal page. “It continues to ground me to this day.” #ShareBlackStories 🙌🏿🙌🏾🙌🏽 📷 by @hanifaofficial
Recchiuti Confections (@recchiuticonfections) helps their community celebrate #ValentinesDay with a true labor of love—handmade chocolates and confections. ❤️🍫 Diving into their content is a chocolatey plunge through rich textures and creativity. The experience is a satisfying journey that raises the bar for conventional chocolate and inspires their community. “We believe in sharing the story behind the making of our confections," says Cara Loffredo, Marketing Manager. "We show our stories rather than tell it to really reinforce the labor it takes.” 📷 by @recchiuticonfections
Aminah Abdul Jillil (@aminahjillil) kicks their content up a notch in order to captivate their community in new and exciting ways. “This year it was important to offer video content and lifestyle shoots to display movement and mood as another way for our audience to connect to the brand,” says Aminah, founder and Creative Director. Their profile is filled with bold styles that accentuate even bolder content. Needless to say, their community is always on their heels. 📷 by @aminahjillil
Undra Duncan, founder and Creative Director of Undra Celeste (@undracelestenewyork), believes empowerment comes from all of the small things coming into place. And to her, that's a nice collarless jacket with strong shoulders. 👩💼🧥💪 “I personally love a clean line with a bold statement,” Undra says. Her brand's new vision to redefine women's workwear required her to stop following trends and start her own—to shift her focus back to her original customers. “I was younger and I was like, ‘Okay, well, I want to attract hip influencer type of girls’. It just wasn't happening.” See more of her story and her styles over at @shop. 📷 by @undracelestenewyork
“Black history is American history, so everything we do is rooted in telling that part of history, not only through the struggles, but through the joys of being black in America,” says Ouigi Theodore, Brooklyn Circus's (@thebkcircus) Creative Director. The fashion brand honors #BlackHistoryMonth through their timeless styles inspired by the pages in history. And at the heart of the New York-based brand is their 100-Year Plan that aims to change the way Americans dress—a message that's woven into all of their content. “Our goal is to engage our followers to want to do more than just swipe from post to post,” Ouigi says. “We want the followers to become a part of our community.” #ShareBlackStories 📷 by @thebkcircus
10 years ago when sisters Darlene and Lizzy Okpo co-founded William Okpo (@williamokpo), their entire identity was based around honoring where they're from and where they intend to go. “Our brand was built off the importance of cultural influence and identity,” Lizzy says. “We strongly stand behind representation and proudness.” To them, #BlackHistoryMonth is more than just a monthlong celebration of family and heritage. The New York-based brand's account is filled with cherished ideas from their parents that's sewn into the fabric of American culture. Named after their Nigerian father, William Okpo is a proud tribute to their heritage and “the best dressed man they know.” #ShareBlackStories 📷 by @ackime_snow
“While Coterie (@coterie) is a diaper brand, we are looking to create much more for our customers,” says Michelle Persad, co-founder and VP of Marketing. “Instagram helps us build our community and lift up the real heroes, parents.” A coterie is a group of people with shared interests. For the baby care brand, that common interest is family, a theme crawling through all of their content. The brand's mission, to tighten family bonds, is a celebration of parenthood and the sensitive moments of childcare—from the humorous to the intensely intimate. “We don’t want to be a transactional brand, we want our customer base to trust us and know us,” says Amy Atkins, Social Media and Content Manager. "We want to tell our story and get to know the members of our community on a personal level." 📷 by @coterie
Rent the Runway (@renttherunway) is out to change the way women get dressed every day. Believing the future of fashion is access over ownership, they walk the talk by showing off their unlimited closet in ways that inspire and engage their community. “[As well as] educating people new to Rent the Runway about the value of renting–financially, environmentally and emotionally,” says Kim Anderson, Senior Director of Brand and Content. Always on the move, the Rent the Runway team changes up content that best fits their diverse and aspirational community. So what does success mean to them? “Success for us is seeing hyper-engaged comments, reposts to stories, saves and shares to friends—that’s how we can tell what our audience is loving.” 📷 by @renttherunway
Melanie Marie (@_melaniemarie_) has a golden rule when it comes to making their custom jewelry: bring out the inner fashionista that makes every woman feel special. Naming the business partly after her daughter, AnnDrew Marie, founder Melanie White builds her business with the goal to one day pass it down to her. Melanie Marie makes her timeless pieces shine with Instagram Shopping—turning her posts into an immersive storefront. ”We love that feature because it simplifies shopping and makes the Instagram experience more enjoyable,” Melanie says. “Who doesn’t like new items at the click of a button!” 📷 @_melaniemarie_
Supporting independent film, media, and theatre artists around the world, the Sundance Institute (@sundanceorg) introduces audiences to the world of new art and stories. Their Sundance Film Festival program brings together passionate voices to foster creativity and community—and show amazing films. “Instagram plays a key role,” says Sundance's Nathan Levinson (@n8thesk8), Assistant Director of Digital Marketing. “It's the preferred online bonfire that many independent creatives—whether established, emerging, or aspiring—gather around to share stories and express themselves, and it's a go-to for audiences to discover them.” See how the Sundance Film Festival takes action, now playing on our story.
At the age of 6, sweet-sized entrepreneur Cory Nieves of Mr. Cory's Cookies (@mrcoryscookies) began his journey selling delicious cookies. 🍪 “Each one of our cookies has a story of love, struggle, hustle, strength and dreaming,” says Mr. Cory’s Cookies co-founder Lisa Howard. The New York-based brand brings their story of business and cookies to the world with bite-sized moments on Instagram. As the co-founder, ambassador and model for the brand, Cory shares his story with their community and encourages young people like him to become entrepreneurs. “Creativity is very important when you post, but realness and stories speak volumes.” 📷 by @mrcoryscookies
Grammar (@grammarnyc), sees the white shirt as the epitome of their Instagram philosophy: be versatile, smart, powerful and look great. “To me, good design means you don’t notice the shirt; it becomes a part of you in a very natural way,” says their founder, Althea Simmons. The sustainable fashion brand often uses their community as inspiration for creative work. “We have an ongoing series called ‘Grammar Women’ where we highlight some of the amazing women in our community,” Althea says. “I am so inspired by our Grammar family; it only makes sense to share the love on Instagram.” 📷 by @grammarnyc
“Instagram for us is about personality,” says Beltology (@beltology) Art Director, Alexander Adam. “Rather than simply pushing product every day we try to share what’s on our mind, what we find funny and interesting.” The fashion brand is all about keeping it fun and loose with their community. Just look at their bio: Be your belt self. Among the humor is a serious focus on design—with bold backgrounds and sharp product shots that stand in contrast to their lighter side. It’s a delightful combination that keeps the brand true to their vision of style and approachability. 📷 by @beltology
Between artful shots of cuddly pups, The Foggy Dog (@thefoggydog) offers bite size moments of growing a small business—the wins along with the challenges. Their openness has helped build a tight, loyal customer base who is fully invested in the journey. “When I first started to use Instagram, I tried to make us seem bigger than we were by not talking about myself or the internal workings of the business,” says founder Rose Shattuck. “Over time I’ve realized that our customers get so much joy from supporting a small business.” 📷 by @thefoggydog
“We strive to continuously craft timeless, sophisticated eyewear and work with select artisans that embrace our same values,” says Barton Perreira (@bartonperreira) Creative Consultant, Hakan Rosenius. The eyewear brand was built with the goal of redefining the industry through forward thinking design and craftsmanship. “We like to focus on the product since it is so beautifully made,” Hakan says. True to the brand, their commitment to craftsmanship also drives the content they post—showcasing the details of their designs, sharing inspiration for the coming season and engaging with their community. “Style is timeless. It’s less about trends but what accentuates your personal style.” 📷 by @bartonperreira
“We always want our content to feel authentic,” says Print Shop (@maxwangerprintshop) co-founder, Margaux Wanger. Since opening their Los Angeles-based print shop, founders Max and Margaux have learned to add personal touches to every customer's experience—doing so on Instagram Stories. “We always share stories of how the images were captured and really wanted to bring that full circle by also sharing the stories behind our customers’ purchases,” Margaux says. “It is amazing to see how the pieces carry just as much meaning for them as they do for us.” 📷 by @maxwangerprintshop
Celebrating #LunarNewYear, TEALEAVES (@tealeavesco) captivates audiences with a unique blend of vivid colors, festivities and age-old traditions. ”Our goal is to educate, enlighten and enchant by creating content that reimagines the world,” says Sarah Hackett, Community Engagement Associate. By delving into art history, cultural rituals and philosophical concepts, the tea brand conceptualizes themes that place a tremendous emphasis on visual storytelling. 📷 by @tealeavesco
Year & Day (@yearandday) is on a mission to make table setting easy. Packed with great hosting tips and gorgeous tablescape photography, the San Francisco-based brand works with creators on Instagram to showcase the many ways people entertain in their homes. "We love seeing the different ways that people today host at-home,” says founder and CEO, Kathryn Duryea. ”These stories capture the magic that transpires when you invite people into your home.” 📷 by @yearandday
“Today, Instagram is the most important business tool for Luisa's career,” says Fátima Pissarra, Luísa Sonza's manager and General Director of Music2/Mynd. See how artist Luisa Sonza uses Instagram to amplify her brand in this new #HowTheyDoIt episode. “Hoje, o Instagram representa a ferramenta de negócios mais importante para a carreira da Luísa”, diz Fátima Pissarra, empresária da Luísa Sonza e Diretora Geral da Music2/Mynd. Confira como a artista vem usando o Instagram estrategicamente em sua carreira nesse novo episódio de #ComoElesFazem.
Helping people find joy amidst the clutter, Life in Jeneral (@lifeinjeneral) creates organization systems uniquely tailored to meet their client's needs. “We show them that everything they own has a space in their home, as long as it serves a positive purpose in their lives,” says their founder Jen Robin. Their team creates equally organized content on Instagram that's both elegant and insightful—including their current campaign “January in Jeneral”. “It’s a daily task challenge that helps you tackle every area of your home in an easy, digestible and fun way,” Jen says. “We did it for the first time last year and it was highly requested to bring it back again this year.” 📷 by @lifeinjeneral
Spindrift (@spindriftfresh) sees Instagram as a place to connect with their favorite people: fellow Spindrift fans. Instagram is the hub of the sparkling water brand’s storytelling, but it’s also where they get to know their community. “We spend a lot of time engaging with our community and use that as a jumping off point to create what we think they’ll like,” says Digital Community Manager, Amanda Dolan. “We launch all our innovation to our community first and we use Instagram to tell that story.” 📷 by @spindriftfresh
“Our business began with the desire to reinvent an all-time classic that has remained unchanged—the waffle cone,” says The Konery (@thekonery) founder, Kristine Tonkonow. “Our vibrant cone colors, unique custom pattern and enticing ice cream filled photos have captured the attention of so many people excited by a modern, new twist to the classic cone.” The food brand use Instagram to celebrate this innovation with creative and vibrant images shared by their community. “Our page focuses not only on our company and product, but on featuring all our amazing customers across the country and their wonderful ice cream and desserts,” Kristine says. “Instagram has played a very important role in introducing our cones to people all across the world.” 📷 by @thekonery
“It all starts and ends with a vibe,” says Freedom Moses (@freedom_moses_official) CEO, Gavin Maselle. “Lightness and fun are the heart of our creative process and inspire us to take the product outside its obvious environment. For the summer-wear brand the good weather feelings never end. They channel that vibe on Instagram with bold outdoor looks that speak to their sense of adventure and willingness to try new things. “Instagram is a great platform for us to test new creative ideas and see the reaction we get from our followers, Gavin says. “We see what products are trending on our platform and then have our team design relevant and unique posts which either expresses something at the time or of the brand itself.” 📷 by @freedom_moses_official
Ruffwear (@ruffwear) believes that outdoor experiences are better with a dog by your side. Driven by a shared passion for the canine-human connection, the pet gear brand has found a community on Instagram who share their belief in the power of pets. “We believe that the best way to share who we are is through stories that reflect our passions and beliefs,” says Community and Content Manager, Allison Miles. “Instagram allows us to showcase our brand visually while inviting people to dig deeper to get to know us, and share their own stories.” 📷 by @ruffwear
JINS Eyewear (@jinseyewear) isn’t just out to help people see the world better, they want to make the world a better place to see. “We like having a clean and crisp aesthetic on our Instagram feed that focuses on quality and value,” says Social Media Specialist, Ryan Chua. “We try to incorporate elements that are inspired by the product or collection we are featuring, such as the material or colors.” The eyewear brand specializes in crafting high-quality content to bring their vision of the brand to life. “We create content to feature diverse and fashionable ways of how you can wear and style our eyewear,” says Kathleen Murillo. “A personable and creative approach resonates well with our audiences and delivers high engagement.” 📷 by @jinseyewear
“To announce the official US product launch at CES, we created a campaign rooted in storytelling,” says Pocketalk (@pocketalk) VP of Solutions, Erin Storm. “We shot over 400 images in locations spanning the US, along with 5 unique video vignettes to serve as a reminder that we can all unlock possibilities, no matter what languages we speak.” The mobile translation brand is changing how we all interact when traveling with 74 different languages and services that reach more than 130 countries and regions. On Instagram, they differentiate their product amongst a crowded market by showcasing all of the human connections unlocked by their product. “The translation industry is extremely competitive,” Erin says. “It is essential that the team stays on top of all social trends, especially on Instagram. We perform weekly deep dives into account insights to analyze what content is performing best across our target audiences to help guide future creative initiatives.” 📷 @pocketalk
From making tape with Prada to Travis Scott's $100 box of Reese's Puffs, Highsnobiety talks about the creative and cultural shift happening with brands and consumers. Join Instagram's Matt Jacobson (@mfj20th) and Highsnobiety's Jeff Carvalho (@jeffcarvalho) as they breakdown hype, culture and commerce in this chat recap from #CES.
Making soundwaves into #SuccessStories from Bose (@bose). To create and raise awareness of their innovative headphones, the famous audio brand used carousel ads in Instagram Stories—delivering eye-catching content for their audience. “We’re always looking for ways to improve,” says Bose Global Media Manager, Jorma Kremser. “With the launch of our very first health and wellness product, we needed to tailor the targeting and creative to stand out and resonate with a completely new-to-us audience. The result speaks for itself.” The campaign drove significant increases in all brand lift metrics within for their audience, boosting top-of-mind awareness by 14.8 points, ad recall by 8.8 points and familiarity by 4.5 points.
“As a small team, we try to be super thoughtful about what we're creating and focus on the pieces that provide the most value,” says Leon and George (@leonandgeorge) Community Manager, Shane Winsor. “That's not always the beautiful pictures of pristine homes, but sometimes the nitty-gritty of plant-care and what goes into keeping your plant healthy after we deliver it.” The San Francisco-based brand set out to make reconnecting with nature easier and make plant care approachable for people of all experience levels. They continue that mission on Instagram by creating content that helps their community be the best plant parents possible. “We're here to reconnect our community with nature,” Shane says. “We believe that people and plants belong together, and sometimes, city life can keep us apart.” 📷 @leonandgeorge
“We want to foster a sense of community with our customers, because ultimately our top priority is to make their lives easier,” says Hims (@hims) Senior Manager of Content Strategy, Madeline Haller. “Our page features a lot of product shots, informational graphics and memes—which are a product of the creative team and the content team working in constant collaboration.” The direct-to-consumer digital health company offers a modern approach to health and wellness. Their mission is to eliminate stigmas and make it easier for people to access care and treatment for the conditions that impact their daily lives. It’s a goal that starts with building trust within their community. “We focus on creating meaningful relationships with our subscription customers,” Madeline says. “So many of our top performing posts are coming from guys who have had great success with using our products.” 📷 @hims
“We believe in building connections as much as possible,” says Heartcore (@_heartcore) co-founder, Chrissy Scannell. “We take that same approach on our Instagram, asking lots of questions to our followers—from what exercises they want to try in class to tutorial requests.” The Bay Area studio was founded by 3 sisters on a mission to give their community the best core of their life. Together they teach Pilates-inspired strength and conditioning, but at the heart of their studios is the loving, uplifting community they’ve built and are constantly engaging with. “I poll when I'm designing Heartcore merch,” Chrissy says. “It sparks conversation and allows our followers to co-create with us.” 📷 @_heartcore
“We recently teamed up with an amazing photographer [who] has a wonderful natural ability to capture colors and make the color tones come to life in her pictures,” says Toyshades (@thetoyshades) General Manager, Ronan Kelly. “This is really important for us.” The UK-based sunglasses brand is all about highlighting moments that make their lenses shine. They work with ambassadors and professional photographers to give their community and an honest and unique look at their designs. “Instagram is by far the fastest and most efficient way to instantly display your products to the world,” Ronan says. “We want anyone who looks at our account to be left with no doubts about the quality.” 📷 by @thetoyshades
“Our shared love of pets is an endless source of inspiration,” says Rover (@roverdotcom) Social Producer, Amber Christiensen. The pet brand connects with millions of people each month to offer everything they need to be the best pet parent possible. Their shared love of pets powers everything the company creates and is the foundation for building authentic relationships with their community. “Pet sitters on Rover are vibrant dog and cat people, and we leverage Instagram to showcase content that shines a spotlight on our awesome community,” Amber says. “The more you engage with your community, the more they’ll continue to share the amazing moments with the dogs and cats in their lives.” 📷 @roverdotcom
“We believe a rising tide lifts all boats–and that’s why we work really hard to share all of our great makers and manufacturers,” says Common Deer(@commondeer) co-founder, Sarah Beal. “We post daily to promote our makers and show why shopping small is so important!” Common Deer is a modern general store with a big mission: to make American Made more accessible. They’re founded on the idea that everything is better with a bit of character, and stock their shelves with goods that are full of stories–and they tell those stories on Instagram. “Not only are we hard at work setting up photos and writing copy–but we also try to keep content fresh to make sure our customers are excited about supporting us!” 📷 @commondeer
“Our goal is simple–bring joy to everyday play,” says Manhattan Toys (@manhattantoy) Marketing Communications Specialist, Amanda Molstad. “We celebrate everyday moments by resharing consumer content that features the joys of kids being kids and highlights the fun and humorous moments of raising them.” For over 40 years, the Minnesota-based brand has designed toys for infants and toddlers that make them smile. And their content on Instagram is profoundly influenced by the people who play with their products. “We’re always looking to see what our community likes and doesn’t like,” Amanda says. “We listen to understand what truly resonates with consumers. If something isn’t performing, we don’t force it, we just try a new method for getting the message across.” 📷 @manhattantoy
“We want to tell the story of the Lutetia and show this iconic building to immerse our followers into the hotel and share the news behind the scenes,” says Hotel Lutetia (@hotellutetia) Digital Marketing Coordinator, Marine Doudiès. The iconic hotel originally opened in 1910 with a distinct vision of the emerging Art Deco style. Today, they continue to share the evolution of the Lutetia on Instagram without forgetting their rich history of delivering an authentic Parisian experience. “We want to keep building the notoriety of the hotel [on Instagram] worldwide and drive awareness around the Parisian left bank,” Marine says. “We do this by highlighting the amazing views, the food and the spirit of this Parisian hotel.” 📷 @hotellutetia
“The immediacy of Instagram gives us the opportunity to showcase some of our editors’ favorite finds, surfacing a curated mix of new pieces as soon as they are listed for sale,” says The Real Real (@therealreal) Social Media Consultant, Sarah Leon. As a resale marketplace for consigned luxury items, transparency is key. The San Francisco-based platform uses Instagram to keep their audience informed about consignment shopping by sharing authenticity tips from their team of 100+ experts, increasing awareness about the environmental impact of purchasing previously owned goods and of course sharing all of the fabulous looks from their devoted community. “Instagram gives us a platform to engage in a dialogue with our amazing shoppers and consigners, and hear what they want to buy, sell and learn,” Sara says. “We love seeing how the pieces they buy go on to have chic and stylish lives.” 📷 by @therealreal
Get the gift of #SuccessStories from Milton & Goose (@miltonandgoose) and how they grew for the holidays. To ramp up for the critical year-end selling season, the New York-based brand wanted to reach more young parents before their Black Friday sale. Since Milton & Goose products start at $400, few people will buy them on impulse. On average, shoppers interact with the brand 4 times before they purchase. Therefore, they needed to continuously build a following of potential customers and create a journey that captures their imagination. “We cannot compete with the big brands that invest millions into their children’s lines, so being able to get massive exposure on Instagram and Facebook without much of a marketing budget is priceless," says founder Shari Raymond. "The user-generated content that our customers share on Instagram has been such a windfall; they’re better than anything we could have done ourselves and gives us instant credibility.” To reach more potential customers and ensure that Milton & Goose would stay top of mind among people who already knew the brand, they turned to Instagram. Instagram was ideal for showcasing the brand, particularly when kids were pictured playing with its child-sized kitchen and furniture. M&G worked with influencers who genuinely want to champion M&G products after trying them. Working within the Instagram ecosystem enabled the brand to increase end-of-year holiday sales by 2.8X compared to the previous year.
“We want to create a platform for self-expression, where everyone can take part,” says Meundies (@meundies) Social Media Associate, Tyler Allen. “We have very passionate customers who provide us with some amazing UGC. Each piece of content showcases how a pair of underwear can mean something more to the person wearing it.” The LA-based brand is out to celebrate authenticity and self-expression. But when every little detail of a campaign is carefully calculated, authenticity and spontaneity can get lost in the shuffle. So they turn to Instagram to share UGC and spread some positivity with their community. “We leverage things like quote cards and memes to add some positivity to someone’s day and remind them to be whoever they want to be.” 📷 by @meundies
“We’re rooted in a sense of conversation and community on Instagram,” says Oui The People (@ouithepeople) founder, Karen Young. The personal care brand is all about changing the language of beauty. On Instagram, they like to celebrate whatever makes people feel good by answering questions and discussing topics their audience cares about. “Community and trust are the core principles of our business,” Karen says. “We think of Instagram as a place to have a one-on-one conversation by answering questions, giving glimpses into our day in Stories and connecting with our followers. The only labels we care about list our ingredients—everything else is just noise” 📷 by @ouithepeople
“For us, home cooking doesn’t look like a perfectly plated dish,” says Equal Parts (@getequalparts) co-founder, Emmett Shine. “Our feed is meant to evoke the feeling of making food with your hands and having fun doing it. And, our product-centric content communicates how Equal Parts makes cooking at home easier.” The New York-based cookware brand designs products made for cooks that are tight on time and space. Their goal is to bring more joy to the cooking experience. And they spread that joy on Instagram by celebrating all of the happy and messy moments in the kitchen. “We want our channel to be a source of useful inspiration and guidance,” Emmett says. “Cooking should be spontaneous, creative and sometimes a messy process.” 📷 by @getequalparts
“Each Barcade location has its own unique character,” says Barcade (@barcade) Social Media Manager, Nick Duke. “We want the personality of the bars to come through in our photos. From the building and layout, to the lighting and neons—each space is distinct, but unmistakable.” Barcade always tries to remain true to their character—or rather, video game characters. The arcade bar started in New York back in 2004 and has spread to more locations across the country. Along the way they’ve managed to capture all the action on Instagram where they make sure to keep content relatable to their audience of enthusiastic gamers. “We keep a close eye on pop culture events relevant to our brand,” Nick says. “Working with our community is really important to us—we always keep their interests in mind when promoting events, promotions and charitable causes.” 📷 by @barcade
Making space for #SuccessStories with Gathre (@gathre). For the holiday season, the lifestyle brand set a goal to increase sales and find new customers. They partnered with digital ad agency Variable Media to develop multiple ads in Instagram Stories using stunning imagery and compelling short videos of the most popular products in use. The Gathre team also took advantage of dynamic ads, which pull images and information from a catalog of products. “We were most excited about the unknown. How much revenue would we drive with our campaign and would the costs be efficient enough for us to drive success? Facebook and Instagram enhanced our excitement by allowing us to optimize in real time during the holiday season when it was pivotal to maximize our best consumers at the right time,” says Gathre co-founder Jessica Eraso. The team served the ads to lookalike audiences built from custom audiences of people who had purchased before, visited the Gathre website or liked its Facebook Page. To engage with loyal fans and customers, the team also sent ads to people who had spent time on its Instagram and Facebook feeds and its website. Gathre ran 3 to 6 ads simultaneously throughout the campaign. The holiday campaign brought in $95,145 in sales: nearly 3X as many sales as the same period the previous year.
“We’ve worked hard to keep our initial content on Instagram simple, beautiful, authentic and inspiring,” says Vestaboard (@vestaboard) CEO, Dorian Porter. “We get most excited about the possibilities of sharing all of the uses for Vestaboard through our own customer stories.” Vestaboard has totally re-imagined the design of a split-flap display you might see at a train station in Europe. Using a mobile device people can share inspiring messages, get updates, or merely show patterns and colors. And with so many uses for the product the brand turns to Instagram to share all of the incredible ways people have adopted them. “Our best campaigns have often featured stories of our earliest adopters,” Dorian says. “We love the engagement we get with these stories.” 📷 by @vestaboard
“For a while, I had a chip on my shoulder about sharing UGC,” says The Jungalow (@thejungalow) founder, Justina Blakeney. “I didn't want to merely curate content, I wanted to create it. But the moment I got off my high horse and began to share the amazing work from the folks in our community, that's when our feed really started to take off.” Back in 2009, Justina started the home décor brand in a tiny, plant-filled living room. Over the years it has grown to become the go-to source for bohemian design and a place to inspire fresh ideas on how to live with color, pattern and plants. “Our mission is to inspire creativity,” she says. “We love to invite our audience into our design studio, pulling back the curtain, showing the process, asking opinions and exchanging ideas.” 📷 by @thejungalow
“We wanted to make sure we emphasize that real food is good food, and real food comes from the land,” says Priscilla. The family friendly shave ice food truck doesn’t run on artificial food colorings or flavors, instead they serve up fresh and organic ingredients that provide kids with a healthier take on the famous dessert. “And sometimes, that means sourcing ingredients from our own yard. One of our favorite things to do with our boys is have Daniel climb up [the banana tree], and have the boys underneath and ready to catch those bananas.“ During the holidays, the husband and wife team uses Instagram to tease out special seasonal flavors while also sharing the holiday traditions they spend together as a family. “Our family is such a big part of the business, our kids are with us from every step,” Priscilla says. Showing personal behind-the-scenes moments helps create a deeper connection between them and their customers. “People do feel like a part of the family.” Thanks for watching our #founders series and stay tuned for more tips for the rest of the year.
Infamous Swim (@infamous_swim) would always rather start a new wave than ride one, and that's exactly what they did when they started their brand's swimwear line. 🌊👙👩👧 “The idea of matching mother and daughter swimwear is innovative, value-adding and just quirky enough to work,” says Infamous Swim founder, Gemma Crowe. The Australian swimwear brand is all about family, and growing their family by building an inclusive community for all women—in all ages, shapes and sizes. “When you open the Infamous Swim Instagram page, the first thing that jumps out at you is how much we love women!” Gemma says. “Instagram makes it possible for us to give authenticity to the brand and relate to our customers in a personalized way.” 📷 by @infamous_swim
Instagram Shopping is coming to the UK with an exclusive pop-up, The Instagram Edit @theofficialselfridges, in Selfridges London. The shoppable space runs now from December 5–15 in The Designer Studio on level 3 and features a curation of fashion, jewellery, beauty and homeware brands—all built on Instagram. Stop by and see how brands like @thefrankieshop, @onedna.earth, @kimshuistudio, @ammelondon, @mene, @atelierstellaceramics , @hopscotchlondon and @tandem_skincare come to life in the creative space.
“If you come across our feed, we hope you feel a nudge to get outside and bring some pals along with you,” says Kammok (@kammok) Creative Content Manager, Andrew Glenn. “Through the lenses of our company’s core values – adventure, community, and love – we aim to create a platform that is both inspirational and invitational.” The Austin based outdoor gear brand is all about building community around avid adventurers. It’s a belief that starts within the company. For capturing images on Instagram, the brand works with a small team of photographers throughout the US that represent the company’s spirit and share a deep fondness for the outdoors. “It’s much easier to feel the brand identity through photos if the creative behind the work exhibits those qualities as well.” 📷 by @kammok
“What you see [on Instagram] are moments from our life as an electric performance car brand,” says Polestar (@polestarcars) Social Media Strategist, Jens-Linus Lundgren-Widén. “We share content that represents the very essence of Polestar: detailed photos showcasing the architecture of our buildings, videos of cars being assembled and documentary-style event imagery from the front lines.” As a new car brand, Polestar wants their audience to be a part of the Polestar story as it unfolds. On Instagram they like to pull back the curtain, allowing a glimpse behind the scenes into the inner workings of the brand. “Our bio says it all: scenes from our life as an electric performance car brand,” Jens says. “Hopefully that will give our audience insights as to what we represent.” 📷 by @polestarcars
Celebrate new engagement around your business this holiday. 💬 ✨ 🤳 Create a photo moment in-store that sparks shoppers to share your business on their feed and story. Add a unique hashtag to cultivate your community, inspire shoppers and drive more in-store sales this holiday. For more tips, visit the link in our bio.
“Our mission for Wonder Valley is really a celebration of olive oil and its many uses," says Alison. Based in the California high desert, the husband and wife team produces an extraordinary extra virgin California olive oil and other products that harness its natural powers. "We believe it to be a true fountain of youth and have holistic benefits.” Days like #SmallBusinessSaturday are one of the busiest times of the year for their business. To encourage people to #ShopSmall, the oil shop taps into holiday markets and pop-up shops down in southern California and uses Instagram Insights to help develop their strategy. “[Instagram's] really the ultimate communication tool for us and helps us stay tethered from Joshua Tree, California to our audience around the world” Jay says. Stay tuned next Saturday to see how more #founders are spending the holidays.