Working in a company that puts “speaking people” a priority makes you pay special attention to ways that people and brands are relating to each other. The industry has come along way in just a few years. It seems that every brand in the world, Pharmaceutical included, has a Facebook page, but other social networks have been a little slower to gain momentum.
While Instagram is nothing new it has recently been gaining momentum due to some brands taking advantage of the unique platform and the up-to-the-minute trends it embraces and cultivates.
Taco Bell and Wendy’s have hired photographers known for their Instagram accounts and social media teams to take advantage of the popularity of the new trend of putting real life back into photographs. Hyundai and their agency have turned 118 instagram accounts into a find the right car quiz. Old Spice recently launched a campaign that turned tagging on its head by moving users through a story of pictures. Followers of the account would tap on tags to jump from one image to the next and be taken through a sort of choose your own adventure experience complete with the meta humor that people expect from Old Spice.
These creative and powerful uses of Instagram are quickly making it one of the top ad platforms for brands. While the impact of these examples is yet to be seen some early statistics from the Taco Bell campaign are in and they are impressive. The brand saw a 29 point increase in ad recall which is nearly 5 times the average for social media. They also reached 12.5 million adults from 18-44. With these numbers being what they are it will be hard to imagine more industries not looking deeper into the platform.
Brands like Eli Lilly and Novartis are already taking Instagram for a spin. With the popularity of this social channel only rising, it will be interesting to see how Pharma brands choose to further engage with their audience.