I often hear people on social media platforms say “wow that is so instagrammable”. What do we mean by being instagrammable? We find it everywhere: restaurants, nature and in the art world. But is pharma content instagrammable?
What do we mean by “being instagrammable”?
- answer a question with a question ”would you want to take a selfie in front of or with this thing?”
- great photos or visual content
- a first-person experience of something – did it look – just as good in the photos as it did in person
- as Jia Jia Fei states in her TEDx talk Art in the Age of Instagram “I was there. I came, I saw and I selfied”.
What works on instagram?
- great photography
- creative photography
- stunning visual content
- fantastic colors
- hashtags – make sure you get your hashtags right and are monitoring
- posting own photos
What audience is on instagram?
- instagram use is high among younger adults
- around one third online adults (32%) report using instagram
- about 6 in 10 online adults use ages 18-29 (59%) use instagram
- female internet users more likely to use instagram than men (38% vs 26%)
- 80% of IG users come from outside the US
- More interesting stats can be found here:
Can pharma be on instagram?
- yes, they just have to choose the right content
- creative original brand pictures work well on instagram, but pharma is a highly regulated sector
- make it a photo moment
- make it an experience, a customer experience
- get artists and creatives on board and be more creative
- consider event content that is more instagrammable, make stands and booths fun to visit both in person and on instagram
- do not make it so “brand – artificial”, make it real
Is any one pharma company doing it right?
here is my ranking with comments of some examples of pharma on instagram and trying to get it right:
- some great instagrammable shots:
- needs work on:
- so many accounts:
- the worst:
Sanofi (seriously a private account????)