What Content Marketers Can Learn About Instagram From Ben & Jerry’s Ice Cream

What Content Marketers Can Learn About Instagram From Ben & Jerry's Ice Cream

Instagram may be “just a bunch of photos” to some, but it’s one of the fastest growing platforms available to modern content marketers.

According to Content Marketing Institute, brands’ use of Instagram grew 17% in 2014 alone.

If you’re not already reaching customers on Instagram, it’s time to start.

Instagram’s Benefits for Marketers

With more than 300 million monthly users and 2.5 billion Likes daily, Instagram is an ideal platforms on which to reach your target demographic.

The recently expanded search function, which promises to help your audience find you quicker than ever before, allows users to search with hashtags, locations, or specific account names while the platform’s updates earlier in 2015 enabled a “shop now” option for brands.

Take a look at Ben & Jerry’s strategic use of Instagram and compelling content writing to drive brand awareness, promote new products, and increase conversions.

Case Study: Ben & Jerry’s

In a case study published on Instagram, Ben & Jerry’s reached nearly 10 million viewers via Instagram alone. The untraditional ice cream brand used imagery, humor, and well-placed ads to promote its new Scotchy Scotch Scotch ice cream flavor to a target demographic of U.S. adults ages 18 – 35.

The result was a 17% increase in brand awareness and 33-point rise in ad recall.

Content Writing for Instagram

Here’s Ben & Jerry’s secret: Winning on Instagram requires content writing. While images do capture attention and encourage sharing, the supporting content is why your audience sticks around.

Generating content for Instagram is different when compared to other social platforms, but there are a few tricks available to help you be successful.

Put the following into practice to see improved results from your Instagram marketing campaign.

  1. Develop landing pages that entice. Ads create a positive impact on business goals when they’re precisely targeted and backed by an enticing landing page. Format landing pages to display imagery and scannable text that drives conversions.
  2. Perfect product descriptions. Often the last piece of content a viewer will read before taking action, product descriptions must contain a review of the product’s features and benefits.
    Review our tips on product content writing to create descriptions that convert.
  3. Encourage user-generated content. A powerful way to reach your customers is by using content created by other customers. Though not a specific tactic used in Ben & Jerry’s Scotchy Scotch Scotch marketing campaign, #benandjerry reveals thousands of customer images that, if curated, promote brand awareness.

Finish Strong with Content

Images are the resident attention-grabber on Instagram, but your brand’s content directly reflects your values. According to Pew Research Center, 26% of U.S. adults use Instagram.

Through access to content that encompasses your brand’s identity and the use of Instagram to connect with fans, empower customers to become ambassadors.

Evaluate the content you’re creating to ensure it resonates with your audience.

Is your brand using Instagram and content writing effectively?


Article by

Claire holds a psychology degree and years of experience as a writer. She is knowledgeable about business, marketing, health, and art, but can adapt to diverse content needs. With a strong commitment to deadlines and unique content creation, Claire provides engaging and informative copy tailored to any audience.

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