When it comes to branding, companies can no longer ignore Instagram. The most recently published user figures prove this: According to FutureBiz, Instagram already has 15 million users in Germany. Worldwide, 800 million people are active on Instagram every month, 500 million of them daily. The trend is rising. If brands don't want to lose a target group, they can't ignore Instagram. The following creative tips show how companies can make their Instagram content more creative and thus strengthen their brand presence.Tip 1: Captions for the right contextAs much as Instagram is about fascinating visual content, brands shouldn't neglect captions. They offer them a chance to tell a story. Captions on Instagram can be up to 2,200 characters long, including emoji and up to 30 hashtags. Used correctly, Instagram captions allow brands to add depth to an image, give it context, and even make followers laugh if the appropriate emojis are used.In addition, captions can be used to create a connection between the photo and the company, making the content more understandable to the target audience. In general, a good caption adds context, shows the brand's personality, entertains the audience, and encourages followers to take action.Tip 2: Photo and video albums tell storiesInstagram now offers more than just uploading individual pictures. Up to ten photos and videos can be included in an Instagram post. Followers can then swipe through the post and view each individual image. Albums also allow a business to combine photos and videos to tell stories and convey information in a highly stimulating way.A popular tactic for combining multiple elements into one post is instructions, such as for a new product. To do this, instructions are annotated under each photo or explained in a video. Photo series that document an event also work particularly well. Followers get an impression of the event atmosphere without being spammed with mass posts.Tip 3: Brand hashtags increase visibilityNon-visual elements also round off the brand identity on Instagram: for example, a uniform language or a uniform style in the captions. Companies should not simply use their company name as a hashtag, but should develop a hashtag that embodies the brand and encourages followers to share photos. For example, the sporting goods manufacturer Lululemon Athletica encourages followers to tag their own training photos with the hashtag #thesweatlife and thus initiated tens of thousands of posts within its own community, as many users identified with the hashtag.Tip 4: Instagram Stories offer scope for creative interactionsIn addition to photo streams, Instagram offers the ability to share content in real time. Instagram Stories have quickly managed to attract an average of 250 million users day after day. Features such as disappearing content and live broadcasts make Instagram Stories the perfect medium for brands that want to be creatively daring.For example, when it comes to user-generated content (UGC): brands can ask their followers to post their favorite product as a screenshot and then use this for a poll. In doing so, they ask followers to vote on which UGC should appear in the brand feed or what they think of the latest product launch. This increases interaction and businesses get to know their target audience's interests better.Sweepstakes are another tactic for follower engagement: Through Instagram Stories, businesses can offer their followers a special deal or coupon. This way, they reward their most loyal followers and give them an additional incentive to share content. Followers thus feel favored and will recommend the brand to others.Tip 5: Collaborations with influencers increase awarenessTo increase their own awareness, companies should also look for influencers on Instagram who are relevant to the brand or the industry. It's not enough to just follow these accounts. As in real life, relationship building is key, and brands should give influencers a sense of appreciation.Takeovers are particularly good for this: companies let an influencer take control of their account for a day. Or offer them to publish sponsored content on their own profiles. The result is a win-win situation: Influencers get the feeling of exclusivity and brands benefit from the large Instagram community through which the content is shared.Another tip: In order not to overburden marketing budgets, small or medium-sized companies can initiate a takeover in cooperation with local influencers.Tip 6: Instagram advertising not only increases the reach of postsWhile previous tips were more dedicated to organic growth, brands are giving their accounts a stronger growth boost with social media advertising. Whether companies want to increase awareness, get more website hits or more downloads of their mobile app: With Instagram Ads, they reach a large and attentive audience in all phases of their purchase decision process, so decision-makers should definitely consider this strategy.At the same time, the success of an advertising campaign on Instagram can be measured well and transparently. Instagram offers key figures on reach within the target group, engagement, and conversions. In this way, the return on investment (ROI) of an advertising campaign on Instagram can be quickly determined and decision-makers can readjust accordingly with new ads to help the campaign achieve the desired success.Finally, it remains to be said that, as in all social networks, the same also applies to Instagram: Only a distinctive presence ensures visibility and the right content guarantees that users follow a brand and interact with it. The key to success here, however, is creativity. Shooting a photo, putting a filter over it and posting it is unfortunately no longer enough. This recipe worked in the early days, but the platform has grown up in the meantime. However, if companies follow these six creative tips, they have many opportunities to share interactive and audience-engaging content and get more out of their Instagram marketing.*Sheila Moghaddam Ghazvini is Senior Marketing Manager Central Europe at Hootsuite. The company supports international clients in all aspects of their social media presence.

When it comes to branding, companies can no longer ignore Instagram. This is borne out by the most recently published user figures: According to FutureBiz, Instagram already has 15 million users in Germany. Worldwide, 800 million people are active on Instagram every month, 500 million of them daily. The trend is rising. If brands don't want to lose a target group, they can't ignore Instagram. The following creative tips show how companies can make their Instagram content more creative and thus strengthen their brand presence.

Tip 1: Captions for the right context

As much as Instagram is about fascinating visual content, brands shouldn't neglect captions. They offer them a chance to tell a story. Captions on Instagram can be up to 2200 characters long, including emoji and up to 30 hashtags. Used correctly, brands can use Instagram captions to add depth to an image, give it context, and even make followers laugh if the appropriate emojis are used.

In addition, captions can create a connection between the photo and the company, making the content more understandable to the target audience. In general, a good caption adds context, shows the brand's personality, entertains the audience, and calls followers to action.

Tip 2: Photo and video albums tell stories

Instagram now offers more than just uploading individual pictures. Up to ten photos and videos can be included in an Instagram post. Followers can then swipe through the post and view each individual image. Albums also allow a company to combine photos and videos to tell stories and convey information in a highly stimulating way.

A popular tactic for combining multiple elements into one post is instructions, for example, for a new product. To do this, instructions are commented under each photo or explained in a video. Photo series that document an event also work particularly well. Followers get an impression of the event atmosphere without being spammed with mass posts.

Tip 3: Brand hashtags increase visibility

Non-visual elements also round off the brand identity on Instagram: for example, a consistent language or a uniform style in the captions. Own brand hashtags are also among the measures that make an Instagram account better known.

However, companies should not simply use their company name as a hashtag, but rather develop a hashtag that embodies the brand and encourages followers to share photos. For example, the sporting goods manufacturer Lululemon Athletica encourages followers to tag their own training photos with the hashtag #thesweatlife and thus initiated tens of thousands of posts within its own community, as many users identified with the hashtag.

Tip 4: Instagram Stories offer scope for creative interactions

In addition to photo streams, Instagram offers the ability to share content in real time. Instagram Stories have quickly managed to attract an average of 250 million users day after day. Features like disappearing content and live broadcasts make Instagram Stories the perfect medium for brands that want to be creatively daring.

For example, when it comes to user-generated content (UGC): brands can ask their followers to post their favorite product as a screenshot and then use this for a poll. In doing so, they ask followers to vote on which UGC should appear in the brand feed or what they think of the latest product launch. This increases interaction and companies get to know the interests of their target group better.

Sweepstakes are another tactic for follower engagement: Through Instagram Stories, businesses can offer their followers a special deal or coupon. This way, they reward their most loyal followers and give them an additional incentive to share content. Followers thus feel favored and will recommend the brand to others.

Tip 5: Collaborations with influencers increase awareness

To increase their own awareness, companies should also look for influencers on Instagram who are relevant to the brand or the industry. It's not enough to just follow these accounts. As in real life, relationship building is key, and brands should make influencers feel valued.

Takeovers are particularly well-suited for this: Companies let an influencer take control of their account for a day. Or they offer to publish sponsored content on their own profiles. The result is a win-win situation: Influencers get the feeling of exclusivity and brands benefit from the large Instagram community through which the content is shared.

Another tip: In order not to overburden marketing budgets, small or medium-sized companies can initiate a takeover in cooperation with local influencers.

Tip 6: Instagram advertising not only increases the reach of posts

While previous tips were more dedicated to organic growth, brands are giving their accounts a stronger growth boost with social media advertising. Whether companies want to increase awareness, get more website hits or more downloads of their mobile app: With Instagram Ads, they reach a large and attentive audience at all stages of their buying decision process, so decision makers should definitely consider this strategy.

The success of an advertising campaign on Instagram can be measured well and transparently. Instagram offers key figures on reach within the target group, engagement, and conversions. This means that the return on investment (ROI) of an advertising campaign on Instagram can be determined quickly, and decision-makers can make the necessary adjustments with new ads to help the campaign achieve the desired success.

Finally, it remains to be said that, as in all social networks, the same applies to Instagram: Only a distinctive appearance ensures visibility and the right content guarantees that users follow a brand and interact with it. The key to success here, however, is creativity. Shooting a photo, putting a filter over it and posting it is unfortunately no longer enough. This recipe worked in the early days, but the platform has grown up in the meantime. However, if companies follow these six creative tips, they have many opportunities to share interactive and audience-engaging content and get more out of their Instagram marketing.