My 11-year-old niece is on Instagram — the social
media app where users can post a picture or video
to share with friends. As her “friend” I can see every
picture she posts — mostly of herself.
She, and many other millions of people, were
surely the catalyst behind the coining of the word
I love my
niece but I’ve
of selfies as
my mind. At the
of Social Driver (a digital strategy firm) talked to
attendees about the value of selfies for business.
Today, he shared, your customers care about
themselves (hence, the selfie). So if you take your
social media initiatives and make them just about
you and your brand, your messages will fall on deaf
ears, he pointed out. And while several convenience
retailers are already taking advantage of Instagram
and other social media platforms, is the consumer
also in the picture?
Shop challenged attendees to activate customers
and literally get them to “take a selfie with your
brand in the picture.” He might be on to something.
Owned by Facebook, the photo app has amassed
more than 150 million users in just three years —
Erin O. Pressley
twice as fast as Twitter. And according to a recent
article in Forbes, 91% of retail brands have warmed
up to the potential buying power of Instagram
users. It’s well positioned as the channel to tap into
for retailers that want to make an impression in
So if retailers are flocking to Instagram, are all
those seemingly innocuous pictures helping to sell
For some brands, it’s working. Iconic British
luxury brand Burberry (with it’s Art of the Trench
campaign) recently encouraged its devotees to
share selfies taken in the brand’s signature trench
coat. Coach also started the #CoachFromAbove
hashtag where users were encouraged to share pictures of their Coach shoes with the rest of the world
— resulting in a 5 to 7% lift in conversion rates and a
2% boost in value of the average order.
So it sounds like if my niece Hailey can brush
her hair with a Goody brush (logo clearly seen)
or walk around her room in her Nike trainers, her
self-absorbed photos and videos — posted on social
media and tagged appropriately — might have some
genuine retail value. Instead of an egoistic pre-teen
she transforms into an effective brand advocate.
It is a provocative question for retailers,
both literally and figuratively: How can you
get your customer to take a selfie with your
brand in it?