Mastering the Art of Instagram Press Releases

March 27, 2017
By Special Guest
David Wicks, Content Writer

A couple of years ago, people thought of press releases as 400-word or more articles that were sent to newsrooms and circulated all over the Internet. Since then, things have evolved and trends have shifted. The emergence and eventual rise of visual image based platforms, such as Instagram, has changed everything.

In the past, brands depended on journalists to distribute their content and ensure that press releases attained optimum coverage. Today, our journalists are the ever-interactive social media users. To share your message, you need to play their music and enjoy the dance too. It might have been easy with social media platforms like Facebook and Twitter. However, the entry of Instagram and other image-based platforms has resulted in a micro-change in social media press releases.

Leverage Images

For a long time, press releases were always about the choice of words. Whoever had a mastery of the Queen’s dialect, or any other language used in press releases, had his way with the audience. That is no more. The target audience has become more visual than ever before. To succeed with an Instagram press release, there must be captivating images. It is not just about the content, but also the quality. When used as part of a press release, nice, clean and informative images boost user interactions and social engagements.

Not just any image will do for an Instagram press release, though. Brands need to focus on quality and informative images. The images must include clear-texts that give a conclusive idea of what the press release is all about. Otherwise, you risk your Instagram followers trashing it just like the other thousands of promotional contents circulating the social network arena. In case you forgot, Instagram does not have clickable links, so your images have to say it all.

Personalizing Press Release Using Videos

A 15-second video on Instagram can work magic for press releases. Take, for instance, a brand launching a new product. A short clip revealing

Image via BigStock

the technical team working on the product can win you much love from followers of Instagram. Get this for free; no one expects a highly polished video on Instagram, so spare your followers the formalities. They just need something they can easily associate with. The video doesn’t have to contain everything about the release. Social media users are curious; simply give them a reason to find out more about the press release and they will be in.

Why Instagram for Press Releases

Facebook and other social media giants have always been the obvious options for brands considering social media press releases. Why would they shift to Instagram?

  • Instagram has over40 million users, with more than 70 percent active daily.
  • Ninety percent of Instagram users are below the age of 35. Most products tend to target such an audience.
  • Instagram users do not expect professionally made-videos. Teaser content engraved in shorter clips is all they need!


The ultimate goal of every brand is to increase the number of reads of their press releases. Instagram, as a platform, grants you exactly that, if not more. You just need to do it differently and master the art of Instagram press releases.

About the Author

David Wicks works with a Georgia-based SEO Agency. He has written several books on social media marketing, including best practices for gaining followers on Instagram. Do you have any questions for him? Be part of his Instagram followers and learn more.

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