Here's how firms spend their #insta budgets

) have succeeded in having consistency with their feeds, from the photos they post to create an overarching, aesthetically pleasing ‘theme’ across their respective feeds to the colloquial and targeted voice they take on with their followers.

Lim further underlined that businesses need to be able to look at Instagram beyond a traditional communications platform. “How you project your voice, how you speak, how you write a copy is going to be different from how you write a copy on a poster. It’s actually a challenge that we face with some businesses, so that part of the work is also something that we try to do it for the client,” he said.

“In the case of Nestle SJORA , they don’t sell much in retail stores, but they are heavily sold in QSRs like Long John Silver’s and other fast food chains. So their aim isn’t to expand their brand per se but just make sure that people know about them. For them it’s about being visible to their target audience through resonating content,” Soo explained.

And it is not just business-to-consumer firms jumping on this new trend. The Central Provident Fund Board has made efforts to send little messages to its followers to save money and be more #centsible with the use of colourful yet simple illustrations reminiscent of hodge-podge magazine cutouts thrown together and puns to accompany them.

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