Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 269 to 294.
Make it Instagram
Be artistic and authentic rather than commercial.
Reach the Instagram generation
Use it as the gateway to the next generation of social users.
Go crazy with hashtags
Use five to ten, or put them in a comment.
Become Explore-worthy
Make the most gorgeous, evocative content to reach the Explore page.
From chapter: Round 6: Create Art on Instagram, pp. 269–294
Instagram has huge scale but is a closed loop with no links, so it is a jabbing platform that works like magazine advertising, and an occasional right hook with the URL in the caption is acceptable. Vaynerchuk gives four tips: keep it artistic rather than commercial, reach the next generation, use many hashtags, and aim for the Explore page. Case studies include Ben and Jerry's, GAP and Comedy Central done well, and Levi's and Oakley falling short.
