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Is Instagram the Next Great Storytelling Medium for Small Business?

Is Instagram the Next Great Storytelling Medium for Small Business?

In the ever-changing world of social media, one of the fastest-growing platforms ever – Instagram – is starting a transformation that could have a tremendous impact on the way you market your products and services.

The legacy sneaker brand Adidas has partnered with Champs Sports, a subsidiary of Foot Locker, to create AdicolorTV, an Instagram-only video series featuring pro athletes like DeMarco Murray, Von Williams, and the Redskins’ quarterback Robert Griffin III as well as music stars like Lil Wayne. The series of 25 15-second video shows launched on July 18th and already accounts for more than 65% of the traffic coming to Champs Sports’ Instagram account.

Some important things to take note of here: Instagram is widely popular among high school students and young adults, who constitute the lion’s share of Adidas’ and Champs Sports’ target market. The content being featured on AdicolorTV is satirical in nature, poking fun of the other media consumed or encountered by this marketplace, including ESPN and QVC programming. The 15 second video length is more than double the time available on Vine, allowing for more complex storytelling; the episodic nature of the series keeps teens coming back for more laughs.

All in all, it’s a beautiful campaign. The social media platform used is the one favored by the target market, featuring lifestyle content in an appealingly humorous manner, structured in such a way as to encourage both repeated consumption and sharing with friends.

If you share a target market with Adidas and Champs Sports, AdicolorTV has just become must-see TV. If your markets don’t overlap, the fundamentals are still worth observing and admiring. Once again we see how the deep understanding of who your customers are and what they enjoy becomes the pivotal platform successful campaigns are built upon. The choice to use Instagram as the messaging vehicle of choice is one other brands will surely make going forward, especially if this approach bears fruit for Adidas and Champs Sports.

Trying to figure out how Instagram fits into your marketing mix? Give us a call. We’re experienced marketing strategists who specialize in connecting your business with your customers on their favorite platforms with the messaging they want to see & share!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office