Sources:
Scott, S. (2023). 20 Excellent Instagram Maketing Examples. Retrieved from https://www.meltwater.com/en/blog/instagram-marketing-examples
With 1.3 billion monthly active users, and a projected 1.4 billion by 2025, Instagram is showing no signs of slowing down anytime soon. It’s become a prime place for building brand awareness, showing personality, connecting with influencers, and promoting products. There are many ways you can incorporate Instagram into you social media marketing strategy, but it can be tough to know where to start.
One of the shining stars of social media to come out of the last few years is undoubtedly the language-learning app Duolingo. On the surface, the app is a straightforward educational service, helping users learn new languages with bite-size lessons and quizzes. Gamification comes into play with “Streaks” that encourage you to use the app everyday.
Duolingo tapped into the community culture of its target audience with a masterful campaign that brought its owl logo to life in hilarious skits, many of which poked fun at its aggressive push-notification style.
[View this post on Instagram](https://www.instagram.com/p/Co7pr12pkJp/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Chipotle (@chipotle)](https://www.instagram.com/p/Co7pr12pkJp/?utm_source=ig_embed&utm_campaign=loading)
The campaign serves to build its brand personality as one that doesn’t take itself too seriously and yet takes its mission of helping users master a new language very seriously. It strikes a wonderful balance and encourages engagement, which is a prime KPI for any social media marketing campaign on Instagram!
In contrast to what many might recommend, Duolingo’s Instagram profile is not exactly visually cohesive, utilizing a mix of video and photo content, some animation, some illustration, etc. but it seems to be working for them!
As a leading SaaS company, Salesforce uses its Instagram profile to great effect in bringing its brand to life, with posts featuring its team to help humanize the product, lots of lighthearted humor, and personality. They actually have a similarly all-over-the-place layout and variety to Duolingo, utilizing their mascot heavily and including a wide range of photo and video styles, but again it seems to work for them — perhaps it subconsciously signals the sheer depth, breadth, and reach of Salesforce as a company.
[View this post on Instagram](https://www.instagram.com/p/CpTCngAu5Wa/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Salesforce (@salesforce)](https://www.instagram.com/p/CpTCngAu5Wa/?utm_source=ig_embed&utm_campaign=loading)
Overall, the Salesforce Instagram page’s throughline is energy. A lot of energy radiates from people, events, announcements, and mascots. Their content exudes excitement while also remaining grounded and informative.
Disney’s streaming platform, Disney+, does a great job with their Instagram marketing, highlighting new shows, announcing when films or shows are added to the platform, and promoting upcoming projects which is a great Instagram marketing example.
Given the strong nostalgia factor of Disney and the impressive number of properties they now own, this is probably one of the few cases when just posting about your “products” is still an effective way to drive engagement (positive and negative, that is. People tend to have a lot of strong opinions when it comes to Disney+ programming!).
[View this post on Instagram](https://www.instagram.com/p/CrzHrBeBDQz/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Disney+ (@disneyplus)](https://www.instagram.com/p/CrzHrBeBDQz/?utm_source=ig_embed&utm_campaign=loading)
The Disney+ Instagram page demonstrates a strong commitment to keeping its target audience informed, but it is a promotion-heavy feed. So, to help break up the flow, they intersperse their content with various memes, humorous posts, and posts celebrating things like #NationalPetDay.
Dove is known for excelling at social media marketing. The company has established a unique niche by focusing on female empowerment, challenging conventional definitions of “beauty,” and emphasizing the significance of mental health in its marketing language.
Their Instagram feed is people-forward and very diverse, which has become a hallmark of their marketing style an approach.
[View this post on Instagram](https://www.instagram.com/reel/Cr0xix2oJcg/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Dove Global Channel 🌎 (@dove)](https://www.instagram.com/reel/Cr0xix2oJcg/?utm_source=ig_embed&utm_campaign=loading)
Over the years they’ve used branded hashtags to bring attention to various body image issues and the impact of social media on women’s self-esteem. One recent example is “DetoxYourFeed” which encourages people to think twice before following accounts that could encourage unhealthy habits and negative self-talk.
Apple’s ongoing “Shot on iPhone” campaign is a masterful example of Instagram marketing for a particular product through the use of UGC (user generated content).
[View this post on Instagram](https://www.instagram.com/reel/CrvyndotUEC/?utm_source=ig_embed&utm_campaign=loading)[A post shared by apple (@apple)](https://www.instagram.com/reel/CrvyndotUEC/?utm_source=ig_embed&utm_campaign=loading)
Apple consistently shares posts using the #ShotoniPhone hashtag, which has become ubiquitous in Its online community. Nearly every post on its feed is user-generated content, which is a powerful flex—and it only has one Story highlight for promoting its most recent iPhone version.
IBM’s Instagram profile strength comes from its style consistency, making it a great Instagram marketing example.
Their posts are both people-forward and tech-forward, and the combination of the two does a great job of illustrating their brand personality and humanizing the company’s forward-thinking technology legacy.
[View this post on Instagram](https://www.instagram.com/p/CrOIIWEutLS/?utm_source=ig_embed&utm_campaign=loading)[A post shared by IBM (@ibm)](https://www.instagram.com/p/CrOIIWEutLS/?utm_source=ig_embed&utm_campaign=loading)
The content is focused on science and technology and is not afraid to cater to true computer enthusiasts, whether from a historical perspective or an interest in the future of technology. If you follow IBM, you can expect thought leadership, in-depth analysis, and engaging industry discussions.
[View this post on Instagram](https://www.instagram.com/p/Cmb7jj5ONXS/?utm_source=ig_embed&utm_campaign=loading)[A post shared by IBM (@ibm)](https://www.instagram.com/p/Cmb7jj5ONXS/?utm_source=ig_embed&utm_campaign=loading)
Featuring a mix of UGC and employee spotlights, Starbucks uses its Instagram profile to promote new products, provide drink-making tutorials, and build the Starbucks culture and brand personality. Even though they always seem to have a new type of brew or blend coming out, they always make sure to celebrate their cult favorites as well.
Starbucks occasionally incorporates meme culture into their content, such as assigning classic Starbucks drinks to Taylor Swift songs.
[View this post on Instagram](https://www.instagram.com/p/Cp5PDNHt84T/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Starbucks (@starbucks)](https://www.instagram.com/p/Cp5PDNHt84T/?utm_source=ig_embed&utm_campaign=loading)
Adidas uses their Instagram platform not only to showcase their footwear products but also to raise awareness about social issues. They are bold in their Instagram marketing, and one of their initiatives is the #WithWomenWeRun hashtag. This initiative was started after Adidas learned that 92% of women feel unsafe when running.
[View this post on Instagram](https://www.instagram.com/p/CpiKNk0MCYp/?utm_source=ig_embed&utm_campaign=loading)[A post shared by adidas Women (@adidaswomen)](https://www.instagram.com/p/CpiKNk0MCYp/?utm_source=ig_embed&utm_campaign=loading)
Adidas also works with sports influencers and posts sport-industry-related content, widening the scope of how their company may be perceived.
Their Instagram marketing conveys the message that they’re not “just a shoe company”. They’re an essential voice in the world of fitness and active lifestyle, trusted by Olympic athletes and highly respected sports figures.
[View this post on Instagram](https://www.instagram.com/reel/CppwNz2PTAs/?utm_source=ig_embed&utm_campaign=loading)[A post shared by adidas (@adidas)](https://www.instagram.com/reel/CppwNz2PTAs/?utm_source=ig_embed&utm_campaign=loading)
Netflix uses its Instagram profile to promote upcoming shows, lean into nostalgia for shows that have ended, and cultivate the Netflix community culture. They appreciate and use meme humor, but don’t overdo it.
They trust their audience, posting imagery that might seem cryptic to anyone who doesn’t watch a particular show, but “if you know, you know” and the comments don’t disappoint:
[View this post on Instagram](https://www.instagram.com/p/Cq50kniIL4y/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Netflix US (@netflix)](https://www.instagram.com/p/Cq50kniIL4y/?utm_source=ig_embed&utm_campaign=loading)
Aside from that, their Instagram feed is full of interviews, behind-the-scenes snippets, and blooper reels. They do a masterful job of building anticipation ahead of a new show or film’s release, which is their bread-and-butter when it comes to Instagram marketing.
UltaBeauty partners with diverse beauty influencers of all races and genders, which makes it stand out as a great Instagram marketing example.
[View this post on Instagram](https://www.instagram.com/reel/Cr3jGSlNQm-/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Ulta Beauty (@ultabeauty)](https://www.instagram.com/reel/Cr3jGSlNQm-/?utm_source=ig_embed&utm_campaign=loading)
Involving so many different beauty influencers to demonstrate their products helps Ulta reach wider and wider audiences, with the common denominator being an enjoyment of makeup. They have a powerful angle: good products (as evidenced by so many respected beauty influencers working with them) at reasonable prices that allow you to achieve certain looks without breaking the bank.
They also use their Instagram marketing to do a lot of myth-busting and de-mystifying of beauty products, skin and haircare routines. These posts also help project a friendly and conversational vibe helping them appeal to consumers who may feel intimidated by more cost-prohibitive and higher-end brands such as Sephora or Mac.
[View this post on Instagram](https://www.instagram.com/p/Crn9JcPNawS/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Ulta Beauty (@ultabeauty)](https://www.instagram.com/p/Crn9JcPNawS/?utm_source=ig_embed&utm_campaign=loading)
Luxury apparel and beauty brand Prada uses its Instagram profile to showcase its products, promote events, and highlight various partnerships. Most of its posts are fashion-forward, punchy, and edited to represent Prada’s sleek and luxurious personality.
[View this post on Instagram](https://www.instagram.com/p/CsBz9mePokL/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Prada (@prada)](https://www.instagram.com/p/CsBz9mePokL/?utm_source=ig_embed&utm_campaign=loading)
A partnership that made a splash in 2022 was with actor and activist Emma Watson. It was a unique pairing, to be sure, given the initial juxtaposition between Watson’s vocal and well-known activism, focusing on sustainability and gender equality, and Prada’s reputation as a premier luxury brand, highly expensive and not known (or at least not recognized) for sustainability.
So the use of Watson as a spokesperson served several purposes. First, it got people talking about the brand, and of course the specific product she was promoting: a new perfume, Paradox. Second, it helped Prada position itself as a brand that cares about sustainability, and cares about lifting women up — the theme behind the Paradox marketing campaign.
Watson was heavily involved, directing and starring in the commercial herself as a short film, and promoting Paradox in highly stylized posts on her Instagram page.
Spotify’s Instagram profile leans into a love of music through supporting various music artists, fun data-backed posts, light humor, and engaging conversation-driving posts:
[View this post on Instagram](https://www.instagram.com/p/Cr3nsU0Jmgk/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Spotify (@spotify)](https://www.instagram.com/p/Cr3nsU0Jmgk/?utm_source=ig_embed&utm_campaign=loading)
A staple on best-of lists when it comes to social media marketing, the Spotify Wrapped campaign has become a very popular and much anticipated end-of-year campaign for brands and consumers alike.
Everyone can get in on the fun, and there’s even a subculture that’s come out of it with people creating “fake” Spotify-wrapped templates to poke fun at how wrong or right Spotify gets their “most listened to” habits throughout the year.
Netflix jumped on the chance to highlight the cultural phenomenon that came from Season 4 of Stranger Things: an entire new generation getting introduced to Kate Bush’s song “Running Up That Hill”:
[View this post on Instagram](https://www.instagram.com/p/ClmJeU-pPBM/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Netflix US (@netflix)](https://www.instagram.com/p/ClmJeU-pPBM/?utm_source=ig_embed&utm_campaign=loading)
The American Express Instagram marketing approach is youthful, informative, and lighthearted—perhaps not what one might expect from a credit card that may be perceived as more high-end, which is precisely the point. Their Instagram business profile goes a long way toward humanizing their brand, focusing on amazing travel, hotels, food, and experiences—all the things you can get with their card.
[View this post on Instagram](https://www.instagram.com/p/CounKXHOdCZ/?utm_source=ig_embed&utm_campaign=loading)[A post shared by American Express (@americanexpress)](https://www.instagram.com/p/CounKXHOdCZ/?utm_source=ig_embed&utm_campaign=loading)
Amex also partners with celebrity influencers for various campaigns, helping to spread the word about their card perks and create an emotional connection with customers.
[View this post on Instagram](https://www.instagram.com/p/Cr4YV6YsPJ9/?utm_source=ig_embed&utm_campaign=loading)[A post shared by American Express (@americanexpress)](https://www.instagram.com/p/Cr4YV6YsPJ9/?utm_source=ig_embed&utm_campaign=loading)
GoPro uses Instagram marketing to great effect, showcasing UGC that illustrates all the amazing activities you can do with a GoPro camera, and the kinds of amazing video footage you can achieve. Their feed is very cohesive, using heavily saturated colors, and dramatic photography and video.
[View this post on Instagram](https://www.instagram.com/reel/CryGj1nANnp/?utm_source=ig_embed&utm_campaign=loading)[A post shared by GoPro (@gopro)](https://www.instagram.com/reel/CryGj1nANnp/?utm_source=ig_embed&utm_campaign=loading)
Their pinned posts are the only product shots as well, which keeps the focus on their consumers using the product as opposed to cluttering the feed with a bunch of sales-y posts which makes it a great Instagram marketing example.
Uber is another company that uses UGC in its Instagram profile. It frequently shares tweet posts (which, although completely made up and not real UGC, are still an effective marketing technique).
[View this post on Instagram](https://www.instagram.com/p/CrBTLHlJTuk/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Uber (@uber)](https://www.instagram.com/p/CrBTLHlJTuk/?utm_source=ig_embed&utm_campaign=loading)
They also do a good job of creative marketing for a service that seems fairly straightforward. Uber partners with various influencers and celebrities for a variety of campaigns and promotions that highlight Uber as an essential part of everyday life.
SEMRush definitely leans into the humorous side of social media on its channels, and its Instagram business profile is no exception. It doubles down on the pain points felt by social media managers, content managers, and SEOs, which helps create a sense of community and connection among its customers and the wider industry that it serves—a great tactic for attracting new buyers.
One area where they are particularly effective is in balancing pure humor with promo posts that bring it back to the product. If every post did, it would quickly get old, but the way they incorporate it reminds their fans of useful services without shoving the product front and center:
[View this post on Instagram](https://www.instagram.com/p/CrOMb4LOyAI/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Semrush (@semrush)](https://www.instagram.com/p/CrOMb4LOyAI/?utm_source=ig_embed&utm_campaign=loading)
Visually, they stick to very consistent color schemes and branding, adding to the strength of their personality.
The beloved children’s television series Sesame Street first premiered in 1969, and it has grown and adapted admirably with the times.
Their Instagram pages are everything you could want from the delightful denizens of Sesame Street. The content is full of old and new clips, sharing those favorite moments when celebrities visit, lots of educational content, of course, and sprinkled in with plenty of fun content to keep PBS kids of all generations motivated.
[View this post on Instagram](https://www.instagram.com/p/CrtNma9LapK/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Sesame Street (@sesamestreet)](https://www.instagram.com/p/CrtNma9LapK/?utm_source=ig_embed&utm_campaign=loading)
They also do a good job of cross-promoting with a consistent posting style showing various character Tweets all on the right side of their Instagram page (if viewing on desktop):
Creator of the most comfortable socks in the history of socks, according to the very scientific method of: this authors personal preference, Bombas uses their Instagram profile to lean into the cozy feel-good side of content:
And not just feel-good from a physical product perspective. One of their key initiatives is supporting homeless and at-risk populations around the country. And it’s not just lip-service, they truly follow through and much of their Instagram content reflects that.
Outdoor outfitter and apparel brand, Patagonia, is another great example of a company that demonstrates great follow-through on their initiatives and promises. Their dedication to eco-responsibility is abundantly clear throughout their Instagram content.
[View this post on Instagram](https://www.instagram.com/p/CrjNMyBuahV/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Patagonia (@patagonia)](https://www.instagram.com/p/CrjNMyBuahV/?utm_source=ig_embed&utm_campaign=loading)
Visually, their posts make use of crisp, saturated colors, professionally shot video, and plenty of action shots featuring customers wearing their products in the great outdoors.
So, Patagonia uses their Instagram marketing for two main purposes:
1. To showcase their products being used, worn, out in the elements, getting dusty and wet, being put through the same strenuous workout as someone rock climbing, camping, or completing a black diamond ski run.
This is an effective way to position their brand perspective and personality. Patagonia doesn’t want to show their attire pre-worn, nice and pristine on a showroom hanger. They’d rather see it being used and enjoyed as intended.
[View this post on Instagram](https://www.instagram.com/p/Cpl06nArdxU/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Patagonia (@patagonia)](https://www.instagram.com/p/Cpl06nArdxU/?utm_source=ig_embed&utm_campaign=loading)
2. Which leads into the second purpose that we mentioned before: demonstrating their commitment to environmentally conscious initiatives and raising awareness. Patagonia is a prime example of executive positioning done right, and their posts on Instagram go a long way to showing action, not just lip-service, to their consumers.
Museums may seem like stuffy, out-of-touch institutions, but one of the world’s most famous museums, the Metropolitan in New York, is trying to break that stereotype with its Instagram marketing.
Their content is full of engaging, interesting, and educational content that brings viewers inside the inner workings of a museum, like this post that shows how a 600-year-old tapestry gets cleaned!
[View this post on Instagram](https://www.instagram.com/reel/CqsuglcvU6N/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Metropolitan Museum of Art (@metmuseum)](https://www.instagram.com/reel/CqsuglcvU6N/?utm_source=ig_embed&utm_campaign=loading)
Upon writing this blog post, the Met Gala had just occurred, so many recent posts on the Metropolitan Instagram profile were focused on detailing that event. While it’s a unique and extremely popular spectacle, the Met Gala is not where the museums’ Instagram marketing shines.
Rather it’s in the more relatable content featuring enthusiastic scientists, historians, museum personnel and patrons where they really shine.
And we’re done! There’s 20 of the best Instagram marketing examples. It’s important to note that all of these companies take different approaches in their Instagram marketing, so there’s no right way or wrong way to run your Instagram marketing strategy. But here are a few common denominators to keep in mind:
So, whether through influencer marketing, short-form video, or nostalgia leveraging, each of these profiles is an excellent example of Instagram marketing’s potential.
Sources:
Scott, S. (2023). 20 Excellent Instagram Marketing Examples. Retrieved from https://www.meltwater.com/en/blog/instagram-marketing-examples