![Picture](/uploads/2/5/8/1/25812764/2403855.jpg)
Patagonia has a strong Instagram presence, but I don’t think they are leveraging it to the utmost.
Patagonia has a very respectable 360,000 followers. They have accrued these followers with fairly regular posting, averaging about one a day, and posting photos that would generally be of value to their users.
The photo bellow is an example of a good photo. It has a humorous element, and speaks to climbers who are likely to be a demographic which is interested in their outdoors products. It has 29,000 likes and 407 comments, which is an extraordinary amount of engagement on a single photograph.
Patagonia has a very respectable 360,000 followers. They have accrued these followers with fairly regular posting, averaging about one a day, and posting photos that would generally be of value to their users.
The photo bellow is an example of a good photo. It has a humorous element, and speaks to climbers who are likely to be a demographic which is interested in their outdoors products. It has 29,000 likes and 407 comments, which is an extraordinary amount of engagement on a single photograph.
The following is a terrible photo which is nothing other than shameless brand promotion, offering nothing else of value to the user….and yet, this photo still garnered 20,800 likes and 63 comments. It generated nearly as many likes as the photo in the previous example, which I can’t account for. However you do see a marked difference in the amount of engagement, with the good photo getting about 6.5x the number of comments. It surprises me that a photo of their logo on tag gets any comments at all.
Patagonia has created a large group of users and a high degree of engagement, but they don’t seem to reciprocate the engagement. Patagonia’s users appear to identify with the brand, and want to be a part of the brand culture, but Patagonia doesn’t allow them too. I think Patagonia would be well advised to showcase actual customers enjoying their products.
http://instagram.com/patagonia
http://instagram.com/patagonia