Adweek: How Brands from Subway to Maserati Are Using Instagram Effectively

Brands are stepping up their game on social media platforms like Instagram. And according to Adweek, that’s helping them tap into millions of consumers—and potential customers.

One brand that’s using Instagram to its fullest potential is Subway. The sandwich franchise is particularly skilled at targeting their following both off and online, which they demonstrated over the summer through their #SubYAY campaign. In an effort to change its social media voice and attract more millennial and Generation Z consumers, Subway created a campaign geared towards festivals that highlighted where the brand would appear at those events. Adweek notes that through that campaign, the brand was able to reach a potential audience of 38.6 million, received 175,800 engagements and boosted positive brand perception by 13 percent.

Another way in which brands like Subway are experiencing success on Instagram is through enhanced engagement tactics.

“One thing that I see more and more is brands getting wildly creative with the Stories vertical format—whether using the polling sticker to engage with their followers or other features like drawing tools, stickers, even superzoom to infuse dimension and depth into their content,” Kay Hsu, global Instagram lead at Facebook Creative Shop, told Adweek in an interview.

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