Using Instagram Analytics To Learn Who Your Customers Are

Posted by Brian Zuercher on May 30, 2014 11:56:00 AM

In Instagram Insights

The photos your customers share on Instagram can tell you a lot. 

Customer Challenge:  Understand the millennial female consumer and the Reynolds brand associations.  The Reynolds team was using traditional consumer research methods like focus groups and surveys, but was unable to generate any customer insights to help create more effective marketing and product development.

 

Reynolds_Wrap       Instagram_@kikinkav95       Instagram_@tessbetsy
              Image source: Instagram
 
SEEN Solution:  Provide an analysis of the shared user-generated content related to the brand, brand activities, competitive brands/products.  We analyzed targeted demographic consumer images that included the use of foil and brand products.  We decoupled the ‘kitchen’ concept and focused on the consumer ‘moment’ sharing to build a customer journey story.

Results:

  • The analysis showed that the dominant sharing came in the hair coloring experience, not the kitchen experience.  In fact, the women were creating and sharing several moments throughout the experience and mentioning the use of the foil and even the brand at times.
  • The Reynold’s team had good evidence to consider new marketing and merchandising opportunities internally and with it’s retail partners from this application of Instagram data analysis.

Learn more about your customers with our Instagram Insights tool!

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