1. Tripadvisor: varied and engaging communication
Tripadvisor has implemented very effective communication on the platform, with varied publication formats which allow it to fully exploit the possibilities offered by its sector of activity. We find in particular, in publications in the feed or in Reels:
- Selections: Tripadvisor presents selections of destinations, activity itineraries or accommodation.
- Inspirational videos: the account regularly shares landscapes, heavenly hotels or bucket lists.
- Text publications: these posts aim to generate engagement among users. This is usually a question or phrase that people can relate to.
Tripadvisor also uses the Story format to offer surveys or to promote the very dense editorial content published on its site. In its publications, the brand does not hesitate to add a touch of humor. In short, a complete and perfectly calibrated strategy.
Visit the Tripadvisor Instagram account
Tripadvisor knows how to vary formats to reach its audience. © BDM assembly
2. HappyVore and its “Mardi Inspi” format
The vegan food brand HappyVore offers colorful communication on Instagram. She promotes her products there, but also publishes memes, recipe ideas and collaborations with influencers, such as recently with Léna Situations.
In addition, every Tuesday, the account highlights a personality, a selection of brands or cultural products linked to veganism or environmental protection, under the “Tuesday Inspi” format. A way of moving away from the purely advertising dimension to approach these themes in a broader way.
Visit HappyVore’s Instagram account
“Mardi Inspi” publications allow the brand to underline its commitment. © BDM assembly
3. The Washington Post: prolific and efficient
During the year 2022, the Washington Post has decided to invest its Instagram account more assiduously. And the American media didn’t do things by halves: by the end of the year, it had 8 people solely dedicated to publications on the social network, publishing around ten posts in the feed every day, in addition to Reels and Stories. The newspaper’s strategy is clear: the front page image presents the headline in large format and, most of the time, introduces a carousel providing details on the news. A strategy since adopted by numerous media, in the United States and internationally.
The results were almost immediate: The Washington Post went from 600,000 subscribers to 6 million in just a few months. It is now close to the 7 million mark.
Visit the Washington Post Instagram account
The Washington Post has a team dedicated solely to Instagram posts. © Capture BDM
4. Librairie Mollat: a creative account, with the means at hand
Founded in 1896 and located in the heart of Bordeaux, Mollat is the first independent bookstore in France. On social networks, the brand takes care of its communication: it is active on Instagram as well as on X, Facebook, TikTok and, recently, WhatsApp. On Instagram, the bookstore presents several books every week, often in an original way, thanks to the #bookfacemollat format, which consists of integrating the cover of the book into the environment of the photo.
She also uses the Reels format to present excerpts from author conferences or to announce the month’s releases. An ideal account to follow for reading enthusiasts, and an excellent example of artisanal communication.
Visit Mollat’s Instagram account
The Mollat bookstore has an original way of presenting books. © BDM assembly
5. Barilla is all about Reels
Since its creation, Instagram has been a privileged space for sharing recipes. This trend was further accentuated with the arrival of Reels, which saw the appearance of an almost unlimited quantity of food content and influencers. Barilla has decided to ride this wave and displays an Instagram account almost entirely made up of Reels presenting, in a few seconds, pasta recipes.
As a bonus, the Italian brand surrounds itself with star chefs or influential personalities on Instagram, whether or not from the world of cooking, such as Gaz Oakley, Tim Stammberger or Marie Kondo.
Visit Barilla’s Instagram account
6. Apple: no devices on the horizon
When you go to Apple’s Instagram account, it seems difficult to establish a link between the photos presented and the products sold by the Cupertino company. And for good reason: the brand has chosen to focus its entire strategy on the photo quality of the iPhone. Thus, the feed is composed solely of photos taken with an iPhone, accompanied by the hashtag #ShotoniPhone. While some of them were taken by recognized photographers or feature celebrities, others are the work of amateurs.
Visit Apple’s Instagram account
At first glance, you wouldn’t guess that this feed is Apple’s. © BDM Captures
7. Grand Frais plays the humor card
Recently, Grand Frais teamed up with television host Pascal Soetens as part of a series of humorous capsules entitled Pascal Le Grand Frais, widely broadcast on YouTube, TikTok and Instagram. On the Meta social network, these videos do not stand out. Indeed, Grand Frais has decided to focus its Instagram strategy around humor, with excessive use of memes and in-store clips.
For several months, this approach has become widespread among major brands. In the wake of Leclerc of Pont-l’Abbé and its viral videos broadcast on TikTok and Instagram, which allowed it to catch up with the number of subscribers of the national account, many stores have taken the turn towards humor, likeElectro Depot orAldi.
Visit the Grand Frais Instagram account
8. FNAC surrounds itself with creators
On Instagram as on TikTok, FNAC is developing a particularly interesting approach. In the Reels format, the company gives voice to creators specializing in video games, cinema, photography, manga, etc., who share anecdotes, selections, favorites and presentations of products in front of the camera. Ultimately, the content published is authentic and perfectly calibrated for the platform’s audience, while highlighting the products sold by the brand. A perfect example of a successful influence strategy.
Consult the FNAC Instagram account
9. LEGO: a world of miniatures
LEGO has developed a powerful creative universe on Instagram. The Danish brand has created a miniature world, on the scale of its figurines, presented in handmade settings. The Reels format is also used in a particularly innovative way, with 3D or stop motion animations. The account has surpassed the 10 million follower mark, and most of its posts garner tens of thousands of likes.
Visit the LEGO Instagram account
10. Leboncoin focuses on UGC
Leboncoin is also one of the brands that have been able to fully develop their Instagram account. The French champion presents a feed with a vintage aesthetic, which has the particularity of being almost entirely composed of photos of fans of the site and partners (influencers, second-hand dealers, content creators, etc.), including, of course, products found on the platform.
In addition, the company has made the Reels format its own. The videos posted on the account are carefully crafted and feature artists or creators, who discuss their relationship with second-hand goods.
Visit Leboncoin’s Instagram account
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Digital news in images, and now in videos. © BDM assembly
