“Help! How do we stand out on Instagram?” It’s a question that brands ask us all the time. Up until last month when Instagram ads began rolling out, it was an even playing field for ALL users. Seeing that follower number rise and acquiring comments and likes isn’t as cut and dry as it is on other platforms. Brands really have to have a clear strategic vision in order to both succeed and stand out on IG.

So, how do the brands that are crushing Instagram do it?

They Tell A Story

What does your brand represent? I understand if you’re a clothing company and you think the right thing to do is post a photo of a different product everyday - just take a step back. On Instagram, it’s more about conveying both the lifestyle of your brand and fan, and thinking about what they want to consume on a daily basis.

Let’s take a look at Nike, who takes the crown for #1 brand on Instagram with 23.1 Million Fans. That number is absurd. And their feed is SO much more than shoes and athletic wear. You see images of people running, striking landscapes, friends swimming in the ocean, a woman doing crunches on a bench. The product is the afterthought… it’s always there but it’s never thrown in your face. Of course this won’t work for everyone, but mixing up your content is incredibly important and powerful.

They Provide Value

If anyone watched this year’s Emmys, you know how hilarious Amy Poehler was when they panned to her face during The Best Actress in a Comedy category. Cosmopolitan Magazine did a slam dunk when they created and posted this meme just minutes later! I texted it to friends and saw it reposted hundreds of times the following day. Now, that’s one clever community manager who got stuck working on a Sunday!

Their Emoji Game Is Strong

No matter what industry your brand is in, make sure you’re integrating emojis in your strategy. Emojis are a universal language; you’ll never confuse the heart symbol with anything else. It also seems much more organic and familiar, which is something that brands should strive for in their social media messaging. According to a recent study by Instagram, a month after the launch of the emoji keyboard in 2011, 10% of the captions and comments on Instagram contained at least one emoji. In 2015, that number has exploded to almost 40%, with emoji’s replacing words, Internet slang, and some captions completely. I see you Hilary Clinton!

They’re Smart About Video

In order to compete in today’s market, you’ve got to invest time and resources into video content. Do you have a new product launching? A video is much more powerful than a static image to convey your awesome new offering. Additionally, understanding your target demographic is especially important for video. Millennials with short attention spans need something particularly engaging and entertaining in order to keep them from scrolling down their feed. Also remember that many consumers look at Instagram with no sound – always consider this when creating your videos OR explicitly make a note about the sound in the copy.

A video posted by McDonald's (@mcdonalds) on Aug 28, 2015 at 1:36pm PDT

They’re Generous!Running monthly or quarterly promotions is another way to build your following and excitement for fans. It’s also a great way to get new eyeballs on your page. Benefit Cosmetics is absolutely killing it on Instagram with 2.3 Million followers. Not only do they provide value with makeup tutorials and encourage people to post selfies with their hashtag, they run monthly giveaways for some seriously sweet makeup prizes. Their contest photo and hashtag last month was shared over 7,000 times on Instagram. That number is HUGE for a contest that requires a fan to regram a photo, and it only ran for two days. Multiply that by 12 for each month of the year and you’re looking at potentially almost a million reposts.

Their Photos Are BeautifulLast but not least, make sure your photos are beautiful and interesting. Make sure photos are well lit, crop them in interesting ways, and show off your beautiful product. This is especially important for our many clients in the restaurant space. If you wouldn’t put the photo up on a billboard or in your menu, don’t post it. Similar to taking the right selfie, you need to get the perfect food-porn shot. As a consumer trying to figure out a new restaurant to try, the first place I look is their Instagram page. In order to stand out, you’ve got to capture the food in the best possible light – don't these sliders make you just want to lick your screen?

Ditch those #MondayBlues. This will help you slide through the day.A photo posted by Who Song & Larry's (@wslcantina) on May 11, 2015 at 11:14am PDT

Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.