Instagram Marketing 101 with N.A.E.

When it comes to communication and consumer relationship, Instagram is an amazing tool. It has become increasingly important for brands to be present on that social media. At the age of influencer marketing, it is crucial to create partnerships or at least have an Instagram Business account to interact with consumers and it is a great platform to develop brand identity. N.A.E. has certainly understood that. It is an interesting case of branding on social media.

N.A.E. has created its Instagram page @nae at the same time the brand was launched, that is at the end of 2018. It is their unique Instagram account for all countries: the captions are written in English and in French. N.A.E. is more than a cosmetics brand on Instagram. Their feed almost looks like an influencer’s page. Of course, they promote their products and their benefits, but they go much further than that. Even when they post about products, they are always beautifully integrated in a nice set up (just the way an influencer would with an affiliate post). Second, they put a great emphasis on inspiration and lifestyle.

The editorial line: a nice inspiration & lifestyle combo

Inspiration

About inspiration, their Instagram looks like a vision board. The feed is very well thought of in terms of thematic and colors. It communicates a good and calming energy. It makes you dream of “la dolce vita”, of the carelessness of summer days… It is very smart of N.A.E. to use their platform this way. Sometimes, following brands can be boring. It’s always product, product, product. With N.A.E. you forget that you are following a brand.

Lifestyle

N.A.E. also play the lifestyle card very nicely. They do not hesitate to use the IGTV feature to post content that is typically lifestyle blogger content. For example, they started to post DIYs when the lockdown started to keep their audience busy. They also propose recipes, meditation and yoga sessions along with unboxings. In their stories highlights, you can find testimonials from customers who identify @nae in their stories, education about their formulas and sustainability commitments, and even some insights in their press events. You can easily see how much they try to be close to their audience and pull away from the business Instagram profile. I think it is clever of them. It keeps their followers interested.

All in all, N.A.E. is a very good example of social media marketing. They definitely know how to use Instagram to their advantage. They have a lifestyle and inspirational approach which is very trendy right now. You completely forget that a huge corporation is behind it! Congratulazioni N.A.E.!