Ben & Jerry’s Shows Us How to Use Instagram

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By Patrick Coffee Comment

Instagram is pushing hard on the business front this week: first the company distributed a hard copy “how to advertise” handbook for a select few brands, then it released this accompanying video for those of us scared by blocks of text printed on a page.

The follow-up was this extremely informal Ben & Jerry’s case study on the Instagram tumblr page.

The how-tos are broad to say the least: establish a theme tied to your brand, add related hashtags to your images, encourage followers to “submit” their own and then “become the curator of [your] brand story” by sharing your favorites. Here’s the most useful line:

“…many [followers] compose their shots using the framing techniques modeled by the brand. One favorite: a shot of a cone or cup from the POV of the person about to enjoy it, with a fun backdrop that identifies where they are.”

It’s quite simply, really—just show them how to do it and they will. We would tell you whether the book goes into a little more detail, but no one sent us a copy. : (

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