We disassemble the Golden Apple Instagram

Frequent contests, reviews of cosmetics and perfumes and, oh god, prices in posts!

They conquered their native Yekaterinburg and moved on.

What do we need to know?

Golden Apple is a chain of perfumery supermarkets where you can find not only perfume, but also all kinds of cosmetic products from world brands.

The company conquers new cities, has its own online store and actively maintains social networks Tik-Tok, YouTube, VKontakte. But today we will focus on Instagram.

Concept

Golden Apple Instagram – Assortment reviews, humor and simple presentation. The concept of such a stylish girlfriend who will joke, prompt, and go shopping together.

It’s not just an online directory on Instagram. This is content after which you want to run to an offline store and personally touch a new tube or listen to a perfume.

One gets the feeling that the brand can afford to post any content. Even not very high quality funny pictures. The main motto is relevance.

Simple presentation and uncomplicated picture

Profile header: everything is clear and understandable. Answers the questions “who?” “Where?”, Plus a link to all related services and online ordering.

Goldapple instagram account header
Goldapple instagram account header

In Highlights, everything is clear – the signatures are in the window itself, nothing distracts and no questions arise.

Pinned Golden Apple Stories
Pinned Golden Apple Stories

Content

Announcement of sales and promotions, contests, reviews, funny creative videos, some memes, beauty novelties, games with subscribers, video reviews.
To summarize the whole thing, all types of content are present:

  • selling (description of cosmetics and perfumes with prices, discounts and promotions);
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Selling post example
Selling post example

  • involving or entertaining (contests, sweepstakes, memes);

Engaging contest post
Engaging contest post

Information post about the application
Information post about the application

Notice how the Golden Apple connects different types of content across posts. In the last example, an informational message is combined with an entertaining one (author’s meme).

And here is a combo at once: informational – we learn about cosmetics, involving – we ask a question about the brand selling – we can read the answers to the questions or want to try the brand on ourselves.
Bottom line: they found out about the brand, asked in the comments, received an answer and, possibly, bought the product.

An example of combining types of content in one Golden Apple post
An example of combining types of content in one Golden Apple post

But it’s not just text content that matters to us. Instagram is about visuals. Especially when it comes to a beauty supermarket account.

What can you say about the account feed? It is versatile. There is no single color scheme, but it looks harmonious. The case when there is value and interest both in individual posts and in the entire feed.

Moreover, there is no littering and adjacent frames of the same angle.
Enough air and space. And the font. He is the same everywhere and his own! This is a very important nuance.

The ribbon visual is not united by color, but by a single design and presentation. In this case, these are graphic elements in the photo / picture and your own font.
Everything is simple and tasteful.

Layout of posts in the account feed
Layout of posts in the account feed

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Scroll the tape a little lower so as not to be unfounded. And everything that is written above is also suitable here. Product close-ups, minimalism, product layouts, funny videos and captions, portraits and faces, “product in action” videos, minimalistic pictures.

Everyone uses it. And that’s cool.

Using a single design on the example of a ribbon
Using a single design on the example of a ribbon

The Golden Apple can afford slightly provocative or even shocking content. They do everything to attract the audience and speak the same language. And for example soap SOOQA speaks only the language of self-irony and humor.

Desperate dog participates in the competition
Desperate dog participates in the competition

What’s happening in Stories? At the time of this writing, I can distinguish several types:

  • video review of a discounted product;

Dr. Jart + in the Golden Apple story
Dr. Jart + in the Golden Apple story

  • questions to the makeup artist (we connect the touch of the stickers and interaction with the audience);

Answers to questions from subscribers
Answers to questions from subscribers

  • usefulness from experts;

Link to useful article
Link to useful article

  • news announcements with a demonstration video;

They say that a coffee shop appeared next to the offline store
They say that a coffee shop appeared next to the offline store

Stories is a tool for communicating with the audience. Using touches, stickers, questionnaires or simple reactions.

Communications

But what language does Golden Apple speak to its audience on Instagram? The audience is active – clarifying questions, laughter, admiration for the perfumery supermarket and products. The account often counters on the “vitality” of certain things. He tries to be closer to subscribers and he succeeds.

In posts, an engaging question is asked and most of the people actively respond and express an opinion. And the community manager is actively responding and keeping in touch.

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Life post and now, you are already more loyal to the brand
Life post and now, you are already more loyal to the brand
Sincere emotions of subscribers and worldly injustice
Sincere emotions of subscribers and worldly injustice
Continuing dialogue and questions from the brand
Continuing dialogue and questions from the brand

Output

The Golden Apple needs Instagram to keep in touch with the audience, attract new customers both to offline stores and online through an application or website.

They convey sophistication and lightness, humor and a conscious approach to beauty. Golden Apple’s commentary speaks for itself.

Jars of creams drive everyone crazy!
Jars of creams drive everyone crazy!

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