Using Instagram to Market

What is Instagram?

Elise Moreau describes Instagram as “a social networking app made for sharing photos and videos from a smartphone.” (Moreau) The majority of users run the app via their smart phones which have access to a camera. Instagram can be used as a social networking tool but it can also be used to market, blog and advance a persons career.

Is Instagram a valid marketing tool?

Anything that reaches an audience can be turned into a marketing tool. Since Instagram’s launch in November 2012 a number of marketing companies offer services to improve outreach, follower numbers and revenue. It is a visual tool (Sprung), allowing access on the go (Baty), and allows promotion to a younger generation (Villegas).

How does it work?

Instagram is very easy to work. It allows the user to take a photo with the option to customise the image using filters. The image is then uploaded for ‘followers’ to view. By inputting a description and using hastags, the user can reach a public audience and increase their following. Celebrities also use Instagram to connect with their fans and promote their own work. Currently Selena Gomez, Ariana Grande, Beyonce and Taylor Swift allow have over 1 million followers (Social Blade).

Instagram and Crowdfunding

Tam Pham details crowdfunding success that were aided by Instagram and have allowed some users to live off the income created by the App. It details success stories such as Steven Ng who launched ten successful Kickstarter campaigns.  It’s important to note the use of other social media platforms being used to boost followers. The celebrities mentioned above all have corresponding Twitter and Facebook accounts that aid there following across each platforms. However there are successful users who’s primary focus is Instagram. Many travel bloggers have used Instagram to allow them to continue travelling including Expert Vagabond (@expertvagabond), Ever Changing Horizon (@everchanginghorizon) and Kirsten Alana (@kirstenalana).

High House Collections

It was very important to used every tool available to use to market the campaign. Instagram became a helpful visual tool to display our work and similar products. Users could interact and reply to our images.

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We were able to link our profiles and direct users to the main HighHouse profile which gave further details and direction to our campaign.


It also allowed us to monitor our progress and tasks in a visual diary. By the end of the campaign we had gained over 100 followers and increased our own following.


Elise Moreau, 2017, What is Instagram, Anyway?, Lifewire,

Felipa Villegas, 2015, Ten Reasons to Adopt Instagram as a Marketing Tool, Level Ten Interactive,

Jon Baty, 2013, Is Instagram a valid marketing tool?,,

Rachel Sprung, 2013, 5 Ways Marketers Can Use Instagram, Social Media Examiner,

Social Blade, 2017, Top 100 Instagram Profiles – Sorted by most followed,

Tam Pham, 2016, Meet the People Making a Full-Time Living From Instagram, Kickstarter and Teespring, the Hustle,

Matthew Karsten, 2017, 25 Awesome Instagram Travel Photographers You Need To Follow, Expert Vagabond,

High House Collections, 2017, Instagram Profile,


High House Campaign Page

When designing the High House Campaign page, the team asked family and friends what they would want to know from the page. We also looked closely at other wallpaper campaigns such as:

Murielmotion – Animated Wallpaper
Get Anna Hill Wallpaper to Exhibition!
Southend-on-Sea Wallpaper

And then looked at other crowdfunding campaigns that appeared on the Indiegogo and Kickstarter recommends banner. Many of these were technology based but had a very large following.

Many of the things these campaigns contained, we had already created including a banner, product photos, video and team information. So we focused on the content and what was written. We also looked closely at Indiegogo’s own guidelines for a successful campaign and drew on my knowledge from my earlier research module.

Indiegogo has a set template where a user inputs the information. This can only be adapted slightly and allows you to insert videos, images and text.

Our first section focused on the High House story and history. We kept the information short so that backers didn’t get bored. We also didn’t want to repeat too much information that was included in the campaign video. We were also able to inset another video that explains the History of High House.

Our next section displayed the India collection as this was the focus and the products being sold, followed by how the campaign would support students. This section was incredibly important to get right as it would explain the key reasons as to why we were doing a crowdfunding campaign.

Our final sections displayed the products available which backers would receive by donating a certain amount. This included our too India Collection Designs at £75 per role. We also asked backers to support us by sharing the campaign.

Our final look was a stylish, professional looking campaign with key information included. We then asked friends and family to review the campaign before launch so that any changes could be made.


High House Campaign Launch

Today’s the day of the High House Campaign Launch. The team are incredibly excited. We have put in a lot of work creating content and marketing ourselves through social media channels.

Over the past few weeks we have built up our campaign page.

high house.png

Throughout the day we have counted down to the launch which has allowed us to gather live interest. We have high hopes for the campaign setting our target amount at £6000.


The campaign has been launched!

We have decided to release content through our social media channels at least three times a day to keep the content current and interest high. Keep an eye out and check out the campaign page: 

Final High House Video

Watch the Final High House Crowdfunding Video Below:

Although the video is complete and being shared by the team there are still changes and improvement I wish I had time to make. This mainly includes the audio quality. Due to the location we used and the poor mic quality it has been hard to adjust the audio. I managed to stop parts from pitching and a constant level for each individual clip but struggled to continue this through the whole video due to my limited editing skills. I clearly have a lot more to work on.

However, the video gets the message across to viewers and has come together (content-wise) perfectly.

The Making of ‘High House Crowdfunding Video’

Using the research gathered in the MA Creative Futures, Creativity and Enterprise Module I was able to determine what needed to be covered in the crowdfunding video for High House Collections. Due to my previous research focusing on film campaigns I took a look at some similar art and design campaigns that related to High House.

Murielmotion – Animated Wallpaper

Took viewers on a journey of her work and how the designs were created from start to finish. Sarah Palmer explains how the idea came about and how it has developed to the current stage while emphasising the potential. The video is 2mins in total.

Get Anna Hill Wallpaper to Exhibition!

Anna’s video also takes the viewer on a journey of her work and the importance that people support her. It is a personalised video showing off her skills while inviting the public to take part.

Southend-on-Sea Wallpaper

This is a new campaign by Grant Philpott who has opted to use imagery instead of a video on his profile. The images of the wallpaper are eye catching however there is little to keep the viewer attention and this could affect his campaign results.

Using these examples alongside my previous research it was clear the areas I needed to focus on for the High House Video. We needed to show the story and the values of the team. To do this I focused on asking the team questions around:

  • Who we are
  • What we want
  • Why
  • Future Plans
  • Directly asking the audience for support

I felt doing an interview style would be more beneficial as the answers given would be true and more passionate than a scripted video.

Each member of team was asked:

  1. To introduce themselves
  2. What they had done as a member of the High House Team
  3. What they would be doing while the campaign commenced
  4. To describe the India collection and why they like it
  5. Why people should support High House
  6. Directly ask the audience to support us

From their answers further questions were asked such as individual roles or further questioning about the High House Experience. Most of the further questioning was directed at Rowena and Jenny who have been working on the project much longer than the rest of the team.

The filming took 2 hours using locations within the university. This meant that I had a lot of footage to work with and once the campaign video was completed I could create individual team videos.

twitter edit.png

To start with I linked the audio up with the video before rearranging the footage. Then I grouped the footage into team members and cut out anything that had the interviewer (me) introducing the questions as this wasn’t needed. I kept the footage in order of the questions were spoken as this helped me create a journey of information. Once all the footage was ordered and rearranged it was time to begin selecting the footage for the final cut.

As my goal was to take the audience on a journey of High House and the India Collection I picked out footage that clearly expressed this information and split it in to categories again:

  • High House – What is it?
  • India Collection Development
  • India Collection designs
  • Future Plans
  • Why we need your support us and how it will affect us

I felt it was also incredibly important that each member of the team had a spoken appearance with the majority of information told by Rowena, the creator of High House. From here the video almost made its self by putting the information in a chronological  order that made sense. Once this was complete it was time to smarten the edges by sorting out the audio (due to the mic used there was a slight echo) and checking to see if I’d removed as many “ummms” and “errrrs” as possible.

Finally I needed to find a fitting soundtrack to play in the background. This took a while of searching as the music needed to fit the tone and style of the project. I finally settled on ‘Fearless’ from Purple Planet (a free online music source).

I completed the edit by exporting and sharing to the team for any changes. Their responses were very positive.


Check out the final video here: 

Don’t forget to support High House by following us on Twitter @HighHsWallpaper Facebook @highhousecollections and on Instagram.

High House Meeting 2 -Developing the marketing stratergy


On the 6th December 2016 we held our second meeting together to evaluate progress so far and develop our marketing and crowdfunding campaign further.

So far we had each made progress on our social media sites and tried to update daily. I had joined Instagram and have been getting to grips with the new layout. Laura from Staffordshire University’s marketing team also attended the meeting and gave some valuable insight and advice for the platforms we were using.

It was decided that we need to centralize our information more rather than everyone posting individually. To do this with more ease we have each joined ‘Trello’ a site designed for planning. This has allowed us to know exactly what each other is doing and be in touch more easily without physically meeting up.

It has also been decided to conduct a photoshoot of the work and products along with props so we can use it for Pintrest boards and visualizing where the wallpaper could fit in a home. We can also confirm that the crowdfund campaign will run throughout March, ready for Spring decoration.

Due top my masters research I have been tasked with designing a video for our campaign with encompasses our passion and student involvement. To do this I will be enlisting other students to help.

The project is moving on smoothly and we now just need to calendar our plan.

High House Wallpaper


As of yesterday I joined High House Wallpaper’s campaign team. High House is a wallpaper design company ran by students and staff at Staffordshire University. High “House provides a rare opportunity for graduates and student s to collaborate with established designers to create first class wallpaper designs.”
It also provides opportunities for students like myself to help run the process by marketing the products and running crowdfunding campaigns as part of a small team. This opportunity appealed to me for a number of reasons. Firstly it allows me to put my current research into practice and use the skills I have gained. Secondly it is a new challenge to take on, in a brand new area. Finally it allows me to expand a community and provide more opportunities to students at Staffordshire University and globally.

The collection we will be campaigning to raise funds for is the India Collection. This collection was designed through a competition open to university students at Staffordshire University and across Indian Universities. Two designs which were influenced by Indian culture and architecture were chosen as winners and made into wallpaper.


These amazing designs are now available to buy on the High House Website. But we want these students to have more recognition for there work and see the products sell. To do this we need to let people know that High House is here!

We want to engage with our followers through competitions and opportunities to support High House. The majority of this will be done through social media channels such as Instagram, Twitter and Pintrest.

We aim to launch the campaign in Feb/March 2017 so keep an eye out and follow us! @HighHsWallpaper