It’s not enough to simply upload a product shot. You need to create a visual world, or tap into a cultural moment and tell a story about what sits within that photographic frame or behind the filter. Porter lists five ways brands could win on Instagram.

1. Be purposeful

One of the most powerful ways a brand can encourage its customers to share their content, or use their hashtag, is to embrace a purpose that elevates them above simply being an item or service bought to meet a need.

Typical brands embracing a purpose include Lululemon and Nike, but elsewhere in the fitness space, we see cult spinning gym Soul Cycle inspiring its followers to rise together and forge friendships with your fellow fitness fanatic through passion for this cardiac activity.

With thousands of uses of #soulcycle, they have tapped into an emotion with users sharing inspirational quotes, images of their post, workout fuel, and New Year’s resolutions.

2. Embrace a broad sphere of influence

By sharing content that takes its cue from outside their category, or from cultural moments and trends, health and wellness brands can ensure a wider reach of their visual content.

Lush is a perfect example of this – their products show up not just alongside other beauty and bath products, but in psychedelia, market fresh images, as well as being tagged with anti-animal testing messages.

3. Create vignettes

Retailers are using in-store displays and windows to not just showcase their product, but to create photographic opportunities – often with hashtags already provided, by making sure the display fits perfectly within a square.

In 2016, images of avocadoes and smoothie bowls were uploaded and brands came out with slogan shirts and their own versions of these clean-eating icons. You get the sense some cafes or restaurants have designed their menus to be photographed.

4. Use props

In an Added Value report on social watching and travel trends, we identified the use of tropical and inflatable props as the way to make sure your brand was shared on social media.

The Instagram wall concept is another way brands and retailers can create moments in their physical space, which people want to engage with. We’ve seen these backdrops popping up in hotels and restaurants too, an idea health and wellness brands can also embrace.

5. ‘Regram’ and recognise

People share on Instagram so their content is seen, and brands give a shout out to those people ‘instagramming’ their product or experience. Ask brands if they would mind if you shared their image too.

The advocacy created from easy actions like this shouldn’t be underestimated. Brands can also make health aspirational for users, encouraging them to create and share their healthy experiences on social properties.

For more information, visit www.added-value.com. Alternatively, connect with them on Facebook or on Twitter.