8 brilliant examples of marketing on Instagram

These well-known accounts clearly show how the target audience can be used

2, 2019

5 min read

Entrepreneur contributors express their personal opinions in copyright articles.

You're reading Entrepreneur Georgia, an international franchise of Entrepreneur Media.

Since its creation, Instagram has underestimated the importance of social networking. This platform is now the final destination and marketers are planning to conquer it. This means that the competition will be really ruthless, and the chances of success can be almost vague. Well, marketing on Instagram is not about paying millions of dollars or hiring the most famous influencer to share posts. The most important approach here is to influence the right target audience.

Related article: The Anatomy of Influence

To find out more, take a look at 8 successful episodes of Instagram Marketing to learn from those who brought this mastery to perfection, and you'll be able to figure it out thoroughly.

Kyle Jenner

It's the most famous family on social media, and it has its star, young billionaire Kyle Jenner. Everything contributed to the success of this 22 year old girl. Kyle's credit is that his company Kylie Cosmetics has been able to establish itself in a fully-fledged market. In just three years, the company's growth has reached 10 points. In part, his success was also due to the fact that Kyle was also active on Instagram, telling his followers different stories through live and interactive posts – whether it was personal or something else.


Do you remember last year's royal wedding on May 19, 2018? It's one of the most global in history, but what does Lego have to do with it? This brand sells toy blocks, right? No, not really. This company has always sought to respond to important events happening around the world. Lego shared a video with the popular hashtag #RoyalWedding. It was a wedding ceremony with its famous toy blocks.

This video has 150,000 views today. It is safe to say that Lego marketing is a "gold mine". Others have to make a point here, respond to world-famous events, and make their product interesting on Instagram with visual effects.

Rent the Runway

Customers are always bored of the product update period, especially when it comes to fashion brands, but it is still necessary to provide information to customers. Is it possible to present this information in your chronology so that it is completely filled with attractive images? The popular brand Rent the Runway did just that – gathering user comments and posting so that the refresh process was visible to everyone, and provided detailed product information, headlines, short and witty. This is a perfect example of how ordinary information can turn into an attractive visual image if you use it wisely.

Jonathan Jadall

Jonathan Jadal has over 8,000 followers and is one of the rare personal brands on Instagram that can be endorsed by many followers, and with the experience and intellect of the influencer title. Jadall, 22, is a self-employed stockbroker, earning millions and investing in Bitcoin during the cryptocurrency boom. Later, he sold all his cryptocurrencies. Jadal and other influencers are most active right now, but anyone who tries to imitate Jadal, not just thinking about fulfilling their desires, should do much more, learn to demonstrate his mastery Instagram-In the world. In other words, clearly understand how you create information shared by lots of people daily and how your strategy has led you to specific results.

Tesla Motors

What good is it if you drive a completely different world, including video games? Tesla Motors, along with programmers from Vector Unit, did just that – playing Tesla cars in this company Beach Buggy Racing 2's Integrated. Advertising video Tesla uploaded it to Instagram and had almost two million views. This episode clearly proves that you need to find the right partners to help you easily identify and target an alternative audience.


Most marketers mistakenly believe that just one viral and millions of views per post is absolutely enough for success. While this strategy brings dividends, you should also try to learn from those who have a stable strategy. Airbnb is one of these innovative companies, and its timeline on Instagram enables us to pursue dreams and research all day long stories. The brand continuously shares the information provided by customers from all over the world with followers and so impressively portrays events that you have a bitter desire to be there. When it comes to important news, its timeline is beautiful and comforting, with each post attracting a lot of interest and engagement, which is a much better strategy for service-oriented brands than single-sensational posts.


There are not many companies in the world that make the walls popular on Nike, and that is undeniable. But, interestingly, is this company also very similar to Instagram? The answer to this question is really positive. More recently, the company has come up with a brilliant strategy – to boost consumer interest in its new line of shoes, React, which it intends to bring to the market. They campaigned for a really fun run, put on React pads, springs, and body washers, found a unique way to clearly demonstrate how comfortable these shoes were. Nike hit the target directly – this link had seven million views when an additional video was uploaded to launch the product. As we finally found out, this was their most popular post in 2018. The key here is to understand how important it is to properly prepare for the big event and create the right association.

International Cricket Council (ICC)

This year's World Cricket Championships have just been held in the UK. True, it was extremely interesting what was happening on the pitch, but you know most of ICC's warm profile on Instagram? Photo of cricket sensation – Indian Virat Kohli with an elderly fan who was shot in the backstage of the tournament. This photo garnered 1.7 million likes, making it the most memorable World Cup moment on Instagram. In this case, the following conclusion can be made – it is extremely important that you never forget the power of emotions, as it can cross all boundaries.

Related article: 4 Easy Ways to Pay Attention to Millennials

There are many new things happening on Instagram, but as shown in these eight cases, uniqueness is a special trend that is most valuable on this platform. Remember that you need to understand your audience and be creative in your efforts to attract it. Engagement is not about numbers, it is about how much it attracts user attention.

How to plan a viral marketing campaign

Social media expert Dennis Pieschek tells us all the details

11, 2019

4 min read

You're reading Entrepreneur Georgia, an international franchise of Entrepreneur Media.

Imagine you have only one Facebook post that has over 42,000 interactions and covers 2.8 million people. Now imagine that this publication is advertising a product that has real commercial value for your business. Now imagine that you haven't even paid a dollar for it. Here's the power of viral marketing.

Anti-adrenaline surgeon Dennis Pieschek has become popular on Facebook and Instagram thanks to his successful viral marketing campaigns. Among them is the above example of his coordinated Kinder Bueno. With Pitchek, I tried to find out how he creates viral campaigns for clients around the world on his Facebook pages, such as Faktglaublich and Video Trends (two of the most viral sites in Germany).

Understanding the notion of virality

In order to exploit the overwhelming effects of a viral marketing campaign, it is important first to understand why people share information. New York TimesResearch by one group found that people use events to "enrich the lives of others" and to "find their place" in the community with which they interact.

The conclusion resembles Maslow's Pyramid of Needs: The top two tiers of the hierarchy that drive us to share information are self-actualization and ego motives. In other words, as soon as we feel safe, we strive to cultivate a sense of belonging, and social sharing is the strongest signal of your sense of belonging. There is a lot of buzz on the social network, and this impressive story is spreading across news feeds.

So scientists next examined how our desire for motivation correlates with a term called emotional valence. In unprofessional terms, this means: The more information is overloaded with feelings of happiness or anger, the greater the desire to share it. People share information in response to emotional traits that, with the desire to enrich the lives of others, reinforce their social classification and identity. Your information should also be formulated so that it can do the same.

Related article: A paradox, If Why Apply some Things Fast

How to plan for virility

According to Pischek, virginity means a bit of luck, but there are many other ways to increase your chances. The following is a checklist that discusses some of the most important things to consider:

1. Strengthen group persona

To get into the spotlight, you should first select topics that enhance the group's identity. Preparing information requires knowledge of the audience's outlook, problems, interests and motivations. In order to do this, you need to see what is circulating among the Internet community that is relevant to your audience. To determine what works, use services such as CrowdTangle (now owned by Facebook) as well as relevant subdomains.

2. Relevant emotions of emotional valence

For information to trigger an emotional response, it must have a shocking effect. According to the interests of your audience, strong positive or negative valence should arise. Pischek often prefers information that evokes positive emotions such as excitement, joy, and happiness because it is better for the brand. However, he admits that he sometimes uses a fearless motive as a powerful motivator and cannot be ignored.

3. Simple information

According to one study that focuses on the study of attention, the best compelling information to draw the attention of the audience is accompanied by visual effects and dialogues. Virility is closely linked to attention. The simpler the message is, the easier it is to share it with others. Pischek often uses social media videos with large and easy-to-understand captions that speak to the identity of the audience in the first shots. When a user gets to know the news, a video is enough to see the main topics. It is also important to prepare information considering the platform you want to share it with. For example, Facebook prefers long videos, and Instagram – far more killers.

4. Practical application

Pischek is deeply convinced that viral information, even if it does not resemble product advertising, should be of practical value to the audience. Practical value sharing is a form of social currency that is directly linked to enriching the lives of your audience.

Viral marketing to grow your brand

One is a big breakthrough when information goes viral and causes emotional feedback, motivating people, but the other (much harder) – is to do this when promoting a brand. This type of marketing requires a tactical approach, that is, information must be able to position your brand profitably and at the same time have all the elements of a viral campaign. When Piszek first started playing viral marketing, brands were using it to publish information on their networks.

Related article: Global Startup Fund's first deal in Georgia

Pieschek is trying his best to bring together the interests of the public and advertisers alike so that the audience can be loyal and the brands get the most results. He uses CrowdTangle to analyze brand information – explores what was previously justified and limits the profile of the brand's audience.

During Kinder's campaign, Piszek conducted marketing research (A / B testing), using a number of videos for the 18- to 34-year-olds to get the best results. This can be done at no cost and also with a paid advertising budget. As soon as it was discovered that this publication caused audience feedback, it was taken to the homepage and had 2.8 million views.

Viral marketing is a very powerful tool to promote brand awareness and awareness. When formulating information that echoes the emotions of your audience, keep in mind the Pitchek Checklist and it will be much better, spread virally on the Internet and generate massive interest in your brand.

New Influencer-Marketing Trend – Peer-to-Peer

So called The Millennials and their Z-Generations believe in ordinary people more than their sales people

17, 2019

4 min read

Entrepreneur contributors express their personal opinions in copyright articles.

You're reading Entrepreneur Georgia, an international franchise of Entrepreneur Media.

Times have changed, the reality show can turn the average person into one of the most famous in one night, and social media has completely seized phones. Against this background, it is little wonder why the number of influenza has increased so significantly. After the sisters in Kardashian, life-style antiperspirants, resellers and orator-motivators appeared on the scene. People are already accustomed to the fact that ordinary people, even strangers to the public, offer them a completely new product (and they even buy it).

Related article: 4 Easy Ways to Pay Attention to Millennials

Not long afterwards, everyone in the public will become known to the public today, who are massively gathering followers. As soon as the influencers got their name, they started managing up to $ 1 million with each Instagram post. As such prices are unavailable to most companies, micro-influencers have been pushed forward. They have fewer followers and therefore receive less royalties, so they were fully available experts in the specific niche companies needed.

But the "Millennials" and their forebears believe in the Z generation more than the average person in sales. Unlike previous generations, brands are less trusted. It is not the opinions of privileged people that concern them, but those whose lives resemble theirs. This has opened the door to a new marketing trend – P2P (peer-to-peer).

Is authenticity more valuable than a brand?

P2P (peer-to-peer) involves attracting a user on the recommendation of another user. Someone with P2P information is an acquaintance and has been used in university cities for a long time, though social media has even made P2P a business game.

The Secret to P2P Success: People believe in themselves. Nielsen's 2015 Global Trust for Advertising shows that friends and family are the most trusted source of recommendations. Eighty-three percent of respondents fully or partially trust their peers' opinions. This agrees with data from another Nielsen study, which found that 92% more trusted "peers" than any other group with whom they interact.

P2P helps businesses because they don't look like sales tactics: people who wouldn't pay for shilling if they didn't see the merits of the product, wouldn't recommend it to others. More and more people no longer favor companies that are too persistent or self-focused. P2P, however, allows for an impartial understanding that is impossible to buy in principle.

P2P brings benefits to the user as well. They can go the way of a completely unknown field without paying anything and even better opportunities. P2P gives people power – the power that was promised by platforms such as Yelp. However, they can vote for those who only want recommendations from each other.

Investing money in P2P

Surkus is one of the companies investing in P2P. The Content Discovery Platform is already on the international stage, connecting with clients, brands and organizations trying to expand capabilities, wanting more, more relationships. Members will have more access to the events and services they want. The platform has done a great job of identifying the frequency of users accessing the platform, accessing social networks and analyzing feedback data after the event, and with the help of all this has identified what is important for the ideal client-company client.

Surkus believes that people are extremely valuable to brands because they have completely specific, real personalities. They are trusted by friends and family, so companies should take this into account, increase their status, and make them informal influencers. Fully accessible tools for this are free and expanded access or exclusive digital offers. This will enable them to recognize ambassadors with a "toll" orientation. Surkus has worked with many P2P influencers. They helped demonstrate how their interests and hobbies intersect with the platform.

Flixxo is a video platform, and it is seeking out Surkus's P2P capabilities. It's a decentralized platform, with the goal of no longer being an intermediary, so businesses can pay consumers directly to watch video. The opt-in advertising system implies that companies are trying to invest money in an ideal customer and no longer use the spray-and-pray method of the past.

Sweet is another blockchain-based platform, the "first loyalty-focused platform", and it also targets P2P space. Sweet brands allow users to reward tokens in exchange for endorsing, sharing, posting or even viewing their information. Fans can also exchange their rewards for their own tastes. Including everything from meeting celebrities and ending with music videos.

Tom Mason, the founder and CEO of this platform, explains that fans have been doing thousands of dollars worth of brand-free work for three years now, and that is a way to encourage human loyalty. They too will be convinced that they will receive compensation in return for the recommendation. "Volunteer enthusiasm is much more valuable than funded," he says. "It's well known to us."

Related article: Global Startup Fund's first deal in Georgia

Although famous influencers still offer a lot of business, but they may lose their status, they are no longer the main outsiders that advertise products. Leaders need to recognize that consumers are more interested in what people like them say and therefore invest in lesser-known people so that they leave their mark.

They offered me $ 5,000 not to publish this article

Marketing calculations that always work

22, 2019

3 min read

You're reading Entrepreneur Georgia, an international franchise of Entrepreneur Media.

If you are already reading the text, I am sure you will recognize the power of the word. Before I start talking about how important the suggestions we've shared are, let me tell you that the title of the article is not true, I just used it to get your attention. A familiar situation? Play with words, arouse interest – a little, and you will not be tempted to put everything away.

As long as people want to satisfy their curiosity, marketing calculations will always work. And now it makes sense for us to waste a little more knowledge on this topic.

Nowadays, when the sea of ​​information flows around the world, people need to find an easy connection to the product or service we want. No matter what type of business we are dealing with, knowledge of marketing theories will only do us good. Because now, as never before, we need to be featured so that potential customers can easily spot us, remember us, and then find us easily.

Susan Gunelius, an expert in social media, email, branding and marketing, shares 10 social media marketing tips for anchors. She tells us that working without experience is a big challenge and that we need to have some knowledge. However, it promises that adherence to these 10 rules will help us build a foundation that will further benefit both our customers and brand.

I – Law of Hearing: Social media marketing brings success to listening, not to much talk. Study the interests of your target audience, find out what is important to them. Only then will you be able to engage in a conversation that claims to have value.

II – Law of focus: It is best to choose one specification. A strong focus on social media with the intention to build a brand is far less threatening and more likely to succeed.

III – Law of Quality: Quality is always more important than quantity. It's better to have 1,000 followers who read, share, and talk about you than the 10,000 fans who have disappeared from the world.

IV – The Law of Patience: The success of social media does not come one day. Try to understand that time is often crucial to success.

V-Compound Law: If you publish awesome, content-driven content to increase the quality of your followers, they will share it on Twitter, Facebook, LinkedIn or your own blogs. It is this sharing and further discussion that will surely increase your awareness.

VI- Law of Influence: Take the time to find online influencers in the market who have quality followers and may be interested in your product or service. Try to reach out and collaborate with these people. If you find yourself in the spotlight of an influential person as an interesting, authoritative brand, there is a good chance that the information they share will surely interest their followers. Consequently, awareness will increase.

VII Law of Value: If you spend all your time promoting your own product or service, people will stop listening. Relationship with the target group should definitely be valuable. Focus more on values.

VIII – LAW OF RECOGNITION: Never leave the person without attention who has found you and decided to contact you. One of the key to the success of social media marketing is to recognize and respect the people who are interested in you.

IX-Access Law: Don't post information and then disappear. Be available to the audience. This means that you will be able to engage in the conversation, often sharing the news. Online shoppers are fluctuating, they won't even think about replacing you if you disappear for months.

Law of X-reciprocity: You cannot expect others to share information about you unless you do the same. So spend some of your time on social media sharing or sharing information that you just posted or just talking about.

So, marketing savvy power savers! We recommend that you consider the 10 laws written by Susan Ganeli that will bring you success and success.

10 Ways to Help Competition Improve Your Business

Healthy competition encourages you to work more wisely with your resources

1, 2019

3 min read

Entrepreneur contributors express their personal opinions in copyright articles.

You're reading Entrepreneur Georgia, an international franchise of Entrepreneur Media.

Successful intrapreneurs develop in a competitive environment because they do not perceive competition as an obstacle but rather see opportunities in it.

Dharmesh Shah, technical director and co-founder of HubSpot writes: “Often you are the biggest competitor of your own. Don't ignore your competitor completely, and don't forget that the biggest battle is in the middle of the four walls of your startup office. Startups are almost completely devoted to day-to-day strategy and keeping faith for as long as possible. Most of them fail because of competition, because they lose the desire to fight. "

Related article: Standing competition of Georgian breweries

It can be said that you pose the greatest danger to yourself.

The competition is really good. In fact, healthy competition motivates you to work more wisely with your resources. To do this, you need to use your team's unique talent and create a business that competitors can't even compete with. Think only of the positive. Even so, other companies in your industry are trying to cut your prices and try to steal your customers. And how they help your startup.

1. You have to overcome some sense of complacency

If a company is the only supplier in the entire industry, it quickly ceases to innovate because there is no need for it. Unfortunately, they are completely unaware of their commitment and maintain their current status. Competitors, however, have one feature – they keep their rivals in constant tension.

2. Become the Chief Authority

Your mission is to become a top authority in your field. Your audience will be delighted if, thanks to your insights, you become their leader and not just other providers, you will be given the advantage.

3. Get to know yourself

Competitors will force you to underestimate your strengths and weaknesses. Identify your hidden opportunities to offer unique values ​​to your clients, identify your shortcomings, and find ways to overcome them.

4. Contribute in any way to differentiation

Your competitors will always strive to serve customers better, deliver quality products and marketing. If the market is healthy, buyers are looking for better solutions to meet their specific needs. Try to differentiate your quotes and set the highest value for the customer you serve.

5. Use industry trends

Competition makes it very clear what the high demands of users are. It "checks" what you're doing. This is an opportunity to promote new trends in new markets where buyers will be thrilled with your work and the media.

6. Build partnerships

Establish relationships with related businesses. To increase consumer awareness, exchange technologies and tools, expand the common market, advertise each other's products, or participate in new research. You might one day join or even buy your biggest competitor.

7. Learn with them

Look closely at the competitors' moves. They may have different knowledge and resources than you do at the same time. Actively learn how they manage and develop their operations, and you'll soon discover how to apply the lessons learned to your business.

8. Market Meet the requirements of a certain segment

Someone will definitely be something better than you and there is nothing unusual about it. Customers deserve better products and services to meet individual needs. To create a profitable business, you need to focus all your attention on meeting the demands of a certain segment of the market, so that they can feel happy. If you narrow down your niche, you will gain a competitive advantage, which will in turn restrict the following competition.

9. Think of it from a distant perspective

When there is no competition, most companies only care about maintaining their business every day and are completely lost in the process.

10. Make customer requests a priority

Don't waste all your energy on defeating a competitor, try to become a customer-oriented organization. This way, you will push the buyer to be loyal to your brand, and you will easily defend yourself from aggressive suppliers who are going to steal your customers. After all, not just your competitors, only your customers have the ability to promote or completely destroy your business.

Related article: Competitors can make you successful

Don't let competition take the form of negatively impacting your business. When you are surrounded by the same audience and other buyer-focused companies, take every opportunity to take advantage.

Budget Pacing Calculator For Marketing Campaign

What is Pacing?

Pacing will help you to determine whether your campaign performance will achieve the predetermined goals.

For example, your goals are to achieve:

  • Spend 10,000$ budget
  • 100 days campaign

Your daily spend should be 10,000/100 = 100$ per day, but if you only spend 50$ a day in the last 10 days, you are under pacing. You had spent 50×20 = 1000$, and you have 80 days left, so now you will have to change your plan by spending (10,000-1,000)/80 = 112.5$ daily in order to achieve your goals.

The same idea if your goals are Impressions/Clicks/Leads/Conversions. And this tool will help you to determine if you are on pace, and if not, what should you do.

How to use this Budget Pacing Calculator Tool?

Insert your budget, how much had you spent to date, the start and the end date of the campaign.

Important: when you insert the date, for example, December 31, 2019, type in 2019/31/12. If the calculation break, refresh the page.

The second table will show you how your plan compares to actual performance. The last line will tell you what you should change in your plan.

AS you see, the date I inserted the data is December 05, 2019; so we only spent 250$ daily in the past 4 days since the campaign start, but we should be spending 322$ instead. Therefore, we are under pacing. So, we have to increase our spend to 333$ daily in order to achieve the budget spending goal

If you want to track Impressions/Clicks/Leads/Conversions, scroll down to the red, green and yellow table.

Comment below for any questions or suggestions.

ROAS Calculator Online

ROAS is Return On Ad Spend, which means how much return you get for every dollar you invest in advertising.

  1. ROAS>1: this means that you are making more money for every ad dollar you spend.
  2. ROAS=1: this means that for every dollar you spend you get a dollar in return. This means that you are “break-even”.
  3. ROAS<1: this means that you losing your money.

Break-even CPM Calculator Online

Break-even CPM is the maximum Cost per Thousand Impressions you should bid in order to break even your investment, which means you break even when your media spend equal to your revenue.

For example, you are running a Facebook campaign and you want to know what is the maximum CPM you willing to pay in order to break even, this calculator will tell you that number.

The break-even CPM is calculated base on your CTR, Conversion Rate and Revenue per Conversions