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Instagram是發展品牌的大趨勢?

隨着流動裝置的普及,亞太地區智能手機用戶超過10億,帶動社交媒體如Facebook、Youtube、Twitter、微博、WeChat等高速發展,這些平台的成長亦為品牌和消費者的互動提供了更多機會。

最近國際市場調查機構Kantar TNS的Connected Life研究發現,Instagram在香港滲透率達70%、Snapchat亦有46%,對比2015年有明顯增幅,從數據可見香港人對新事物的接受程 度高,兩款主打以手機直接分享生活照片、影片的社交平台越來越受歡迎,也反映港人追求富美感而真實的視覺化表達方式。

新平台的興起為品牌提供更多機遇,然而社交媒體的玩法多端,各自的目標受眾(Target audience)亦不同,所以沒有「睇到老」的一本通書,用戶人數增長未必代表有龐大的客戶群。假如品牌沒有了解每個平台的特性及發展趨勢,就盲目推出 廣告,可能會弄巧反拙、浪費金錢。

以Instagram為例,Instagram是個分享高質感照片的分享平台,香港地區用戶以年輕、擁有高購買力和學歷的在職女性為主。 Connected Life調查就提及有23%用戶會主動忽略品牌的貼文或內容,33%用戶在意被網絡廣告的訊息追蹤或打擾,更有近半數16至24歲的香港 Instagram用戶傾向於信任朋輩或不認識的用戶分享,多於品牌的廣告硬銷,所以品牌應該考慮如何針對Instagram的特性,從而提升用戶的接受 程度與互動體驗。

在這一方面,筆者覺得可口可樂香港的Instagram做得不錯,他們能因應Instagram的風格及用戶對千篇一律的產品推銷圖的抗拒,從圖片的色 調、構圖、濾鏡等方面入手,結合文案製作出繽紛、吸睛、真實而人性化的貼文,營造出一個活力繽紛、吸引人追蹤的品牌形象。

面對不斷推陳出新的社交媒體,Instagram、Snapchat的興起不代表可以取代其他原有的平台,正是由於不同社交媒體有着不同的特性,新興的社 交媒體反而增加了讓品牌有更多樣化去宣傳的渠道。所以品牌宜有策略地因應產品特點及對象去選定最合適的社交平台,為品牌賦予個性,提升品牌形象,與客戶/ 潛在客戶建立長遠而忠誠的互動關係。

 

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