1 00:00:00,150 --> 00:00:04,830 Hello and welcome back to another class of our course about the complete introduction to Instagram. 2 00:00:05,610 --> 00:00:06,270 Well, Instagram. 3 00:00:07,050 --> 00:00:11,980 So in this class, we are going to talk about understanding your competition. 4 00:00:12,050 --> 00:00:16,050 So basically how you can understand your competitors who can be your competitors. 5 00:00:16,440 --> 00:00:23,160 And basically, we're going to do a little computer analysis for a clothing business as well. 6 00:00:24,000 --> 00:00:28,290 In my opinion, this is really important because right now you have the basics of how use Instagram 7 00:00:28,290 --> 00:00:31,780 and you understand that you can work with multiple Instagram accounts. 8 00:00:32,550 --> 00:00:35,760 Now you need to know who exactly is your consumer. 9 00:00:35,800 --> 00:00:40,200 So basically a really important thing when you are doing marketing. 10 00:00:40,200 --> 00:00:44,910 So when you're marketing, your products could be on social media or it could be, for example, just 11 00:00:44,910 --> 00:00:45,670 on the Internet. 12 00:00:45,690 --> 00:00:46,260 It could be. 13 00:00:46,260 --> 00:00:47,580 Well, not necessarily. 14 00:00:47,580 --> 00:00:50,590 Digital marketing is knowing who is your consumer. 15 00:00:50,610 --> 00:00:54,020 So basically, what type of persons are your consumer? 16 00:00:54,900 --> 00:00:57,060 And this is exactly what we're going to do. 17 00:00:57,690 --> 00:01:00,870 But we'll try to apply this specifically to Instagram. 18 00:01:00,880 --> 00:01:07,200 So basically, we're going to check out a few businesses that are actually Instagram that are pretty 19 00:01:07,200 --> 00:01:08,460 successful untrimmed. 20 00:01:08,820 --> 00:01:15,750 And we're going to look at the type of pictures that they use basically to promote themselves. 21 00:01:17,130 --> 00:01:22,830 So basically, what exactly means understanding your competition or your competitors in the field? 22 00:01:22,840 --> 00:01:28,290 So basically with them talking about your competitors, I'm talking about the competitors of your business. 23 00:01:28,530 --> 00:01:31,500 But here I'm talking also about your competitors on Instagram. 24 00:01:31,500 --> 00:01:34,620 So basically you have a cake business. 25 00:01:34,950 --> 00:01:37,650 Well, your competition will be other cake businesses. 26 00:01:37,650 --> 00:01:39,810 This those will be your direct competition. 27 00:01:40,470 --> 00:01:45,210 You can have also indirect competition, which will be, for example, people who are selling candies, 28 00:01:45,210 --> 00:01:47,400 people who are selling other type of desserts. 29 00:01:48,240 --> 00:01:55,530 Those can be also your competition because once again, they're selling products that can well, they 30 00:01:55,530 --> 00:01:57,750 can replace cakes, for example. 31 00:01:58,260 --> 00:02:04,540 And so the goal today will be really to find out your direct competition and check out their Instagram. 32 00:02:05,100 --> 00:02:11,070 So this is really the first step finding who are the businesses that you can be in competition with 33 00:02:11,850 --> 00:02:17,880 to see how exactly they perform, what exactly they do to perform so well, understand their strategy, 34 00:02:18,000 --> 00:02:22,290 how much time they post, let's say, for a day, for example, or how much time they post for a week. 35 00:02:22,680 --> 00:02:28,740 And the businesses that I have that have succeeded in basically the step of marketing and digital marketing, 36 00:02:29,310 --> 00:02:35,550 basically you can copy their strategy or just adapt yourself to their strategy and simply reuse it for 37 00:02:35,550 --> 00:02:36,090 yourself. 38 00:02:36,420 --> 00:02:41,130 And you'll see this is something that can bring good results on the long run. 39 00:02:41,910 --> 00:02:46,260 So second step, it's understanding how they promote their products and services, because this is exactly 40 00:02:46,260 --> 00:02:47,910 what I was talking about right now. 41 00:02:48,600 --> 00:02:55,530 So let's say you are a clothing business, so you're selling clothes and you're selling sports clothing 42 00:02:55,710 --> 00:02:58,340 and you want to check out, I don't know, for example, PUMA. 43 00:02:58,350 --> 00:03:03,300 So you were checking out Puma and you see that they're well, they're posting they're posting a story 44 00:03:03,300 --> 00:03:06,670 each, I don't know, six hours or 12 hours. 45 00:03:06,990 --> 00:03:11,640 They're posting two stories of the year, which is not that bad. 46 00:03:12,480 --> 00:03:18,000 So basically what you can do is basically look at the type of stories that they post and they're not 47 00:03:18,000 --> 00:03:24,630 necessarily trying to reproduce, but making it creative and creating something yourself, but keeping 48 00:03:24,630 --> 00:03:27,150 basically the plant or keeping the two times. 49 00:03:27,360 --> 00:03:31,950 So basically they posted if the posting two times a day, you can, for example, post three times a 50 00:03:31,950 --> 00:03:32,120 day. 51 00:03:32,340 --> 00:03:37,650 So once again, you don't want to post too much because if you go to the other extreme, you're going 52 00:03:37,650 --> 00:03:41,070 to burn yourself and it's not going to work on the long run. 53 00:03:41,340 --> 00:03:46,770 And on the other side, if you don't promote at all your Instagram account, it's not a good thing for 54 00:03:46,770 --> 00:03:47,970 your business as well. 55 00:03:47,970 --> 00:03:55,530 So you need to find the middle ground between both extremes so you can check out what normally is done 56 00:03:55,530 --> 00:03:56,280 in the industry. 57 00:03:57,030 --> 00:04:01,200 So basically, this can give you well, this can give you a way to promote. 58 00:04:01,200 --> 00:04:07,680 You can also check out what I suggest is always to look at more than one competitor, look at the type 59 00:04:07,680 --> 00:04:13,710 of pictures, look at the way they promote their products, and check out then yourself how you can 60 00:04:13,710 --> 00:04:15,880 create your own style. 61 00:04:15,900 --> 00:04:22,050 So basically, based on your own style, your own type of pictures, something that will be as great 62 00:04:22,050 --> 00:04:23,030 as their content. 63 00:04:23,040 --> 00:04:24,360 I'm not saying here to copy. 64 00:04:24,360 --> 00:04:31,330 I'm saying to simply look at them and use them as a reference, if we can say it this way. 65 00:04:31,350 --> 00:04:36,090 So basically, you can look at the type of pictures, for example, if they do black and white pictures, 66 00:04:36,430 --> 00:04:41,880 they do some special type of pictures, for example, where some special type of Montay of month each 67 00:04:42,270 --> 00:04:43,680 on their pictures. 68 00:04:44,100 --> 00:04:47,610 This can be a good way for you guys to simply look at it. 69 00:04:47,790 --> 00:04:53,140 If you find it interesting, we'll take what's interesting for you and what you don't necessarily like 70 00:04:53,160 --> 00:04:54,450 will necessarily take it. 71 00:04:55,290 --> 00:04:59,700 So in my opinion, this is a good way to understand, well, how they promote their. 72 00:04:59,760 --> 00:05:00,910 Products on Instagram. 73 00:05:02,050 --> 00:05:05,680 Finally, you want to see what level of consumers and posts they have. 74 00:05:05,700 --> 00:05:11,070 So basically when we were talking about the consumer type, you want to see what type of people are 75 00:05:11,070 --> 00:05:19,050 following those businesses, what they're usually in, what how much they earn, what from what country 76 00:05:19,050 --> 00:05:20,010 they are from. 77 00:05:20,490 --> 00:05:26,270 So basically this way you will be able to adapt well to to adapt to this type of people. 78 00:05:26,280 --> 00:05:28,530 So you're not going to sell the same. 79 00:05:28,530 --> 00:05:34,950 We're not going to sell the same product to a 50 year old guy that is living, for example, in France. 80 00:05:35,370 --> 00:05:42,700 And basically the same product will not fit to a 12 year old girl living in Mexico, for example. 81 00:05:43,080 --> 00:05:50,940 So based on who is your who is your basically mean consumer, you need to adapt your product or you 82 00:05:50,940 --> 00:05:53,100 need to offer your product to the right consumer. 83 00:05:54,000 --> 00:06:00,450 So a good way to do this is looking at pictures, looking at what is the middle age of people that are 84 00:06:00,480 --> 00:06:03,040 on the pictures if they're younger. 85 00:06:03,060 --> 00:06:04,710 Usually it's for the younger generation. 86 00:06:04,710 --> 00:06:10,020 If they're older, usually it's the older generation that will buy those type of products. 87 00:06:10,980 --> 00:06:15,370 So this is a good way to spot basically what type of consumers they have. 88 00:06:15,390 --> 00:06:20,100 You can also check out their website to see what is the price range to give you a good idea of what 89 00:06:20,100 --> 00:06:22,950 should be the income of people that are buying these products. 90 00:06:22,990 --> 00:06:27,840 For example, I'm looking at the Gruchy Instagram account of what I will do. 91 00:06:27,840 --> 00:06:29,940 I will look at their style. 92 00:06:29,960 --> 00:06:31,340 So first of all, look at their style. 93 00:06:31,680 --> 00:06:36,170 Then I'll look at the website to see what is the price, what is the price of the products. 94 00:06:36,540 --> 00:06:42,890 And this will understand that the type of products that the offering is more for the younger generation. 95 00:06:42,900 --> 00:06:50,310 What basically people that are aged between 20 and 30 and who are making slightly good income or who 96 00:06:50,310 --> 00:06:51,810 are ready to spend a lot. 97 00:06:51,840 --> 00:06:54,810 So basically, this is my analysis. 98 00:06:54,930 --> 00:06:57,900 This is a really basic basic analysis of this type of business. 99 00:06:58,410 --> 00:07:05,060 And if I want to create this type of product, I will well, I will take some features of how they pull 100 00:07:05,070 --> 00:07:09,640 out of their posts and basically simply create something around it. 101 00:07:10,140 --> 00:07:15,990 So let's check out let's go directly on Instagram and check out a few ways. 102 00:07:16,320 --> 00:07:20,730 Well, few businesses that basically sell clothes. 103 00:07:20,760 --> 00:07:26,280 So basically, what I want to do right now is really be based on, well, including industry. 104 00:07:26,290 --> 00:07:28,230 So let's say we are in the clothing industry. 105 00:07:28,530 --> 00:07:30,300 I we want to check out different businesses. 106 00:07:30,300 --> 00:07:33,870 So we're going to check out the most popular in this case. 107 00:07:34,200 --> 00:07:39,340 We have Adidas, for example, which is a pretty popular business. 108 00:07:39,450 --> 00:07:41,390 So here we have Adidas original. 109 00:07:41,880 --> 00:07:44,390 So we have thirty five point four million people. 110 00:07:45,360 --> 00:07:48,650 So what I'm saying here, what I said at first is pretty simple. 111 00:07:48,660 --> 00:07:54,870 We can get a get on on the well, basically, the first thing that you can see is the logo of the business 112 00:07:54,870 --> 00:07:55,560 right here. 113 00:07:55,570 --> 00:07:59,100 So automatically you can do pretty much the same thing. 114 00:07:59,940 --> 00:08:01,680 You can have your logo right there. 115 00:08:02,550 --> 00:08:05,640 Then you can check out the pictures to how it's promoted. 116 00:08:06,330 --> 00:08:08,670 So basically, as you can see, you have different types of pictures. 117 00:08:08,670 --> 00:08:11,340 So you have really the product itself. 118 00:08:11,640 --> 00:08:15,550 You have a picture where you have what basically people wearing the product. 119 00:08:16,020 --> 00:08:17,580 So it's really up to you. 120 00:08:17,610 --> 00:08:24,050 So right now, you have a little idea of how they promote their basic how they promote their product. 121 00:08:24,060 --> 00:08:27,330 So as you can see, the people who are wearing the product are pretty young. 122 00:08:27,330 --> 00:08:28,420 Well, they're not that old. 123 00:08:29,250 --> 00:08:33,630 So this could be also a good way to understand how it's done. 124 00:08:34,860 --> 00:08:41,220 So as you can see, let's say, for example, you were having a clothing brand and you have a retro 125 00:08:41,220 --> 00:08:41,810 picture. 126 00:08:42,030 --> 00:08:43,770 So let's say you were having a clothing brand. 127 00:08:44,400 --> 00:08:47,400 What you can do is basically choose a certain style. 128 00:08:47,400 --> 00:08:49,680 So let's say you want to go more in the retro style. 129 00:08:49,970 --> 00:08:55,470 So really, you need to make your website around this type of style and really create an Instagram around 130 00:08:55,470 --> 00:08:55,610 it. 131 00:08:56,160 --> 00:08:57,390 Also a really important thing. 132 00:08:57,390 --> 00:09:03,060 As you can see, they have well, the majority of their product is not only one picture is a set of 133 00:09:03,060 --> 00:09:03,450 pictures. 134 00:09:03,450 --> 00:09:05,360 So let's say, for example, I'm clicking right there. 135 00:09:06,150 --> 00:09:08,070 So as you can see, it's not only one picture. 136 00:09:08,400 --> 00:09:10,320 There is a few pictures right here. 137 00:09:10,440 --> 00:09:14,010 And as you can see, the montage is also really beautiful. 138 00:09:14,340 --> 00:09:16,180 So it's something that is pretty simple to make. 139 00:09:16,200 --> 00:09:18,130 So here you have a white background. 140 00:09:18,130 --> 00:09:24,630 They put it on some rocks and they did a Photoshop montage on it, which is not that complicated to 141 00:09:24,630 --> 00:09:24,810 do. 142 00:09:25,740 --> 00:09:27,680 So, as you can see, same thing right here. 143 00:09:28,080 --> 00:09:34,650 So you have the person who is wearing the shoes on the white background and they simply Photoshop the 144 00:09:34,650 --> 00:09:35,140 rest. 145 00:09:35,160 --> 00:09:40,430 So if you guys have some Photoshop knowledge, you can create this type of content as well. 146 00:09:40,440 --> 00:09:46,230 So once again, this year it will be all up to you what type of pictures you guys want on your Instagram. 147 00:09:46,500 --> 00:09:48,060 So as you can see, they have pretty much everything. 148 00:09:48,060 --> 00:09:53,940 They have clothing, pictures, they have videos, they have HDTV, which is pretty important. 149 00:09:53,940 --> 00:09:55,070 So they really have everything. 150 00:09:55,080 --> 00:09:58,170 So here you have Real's. 151 00:09:58,470 --> 00:09:59,070 They have. 152 00:10:00,250 --> 00:10:05,600 So basically, they're pretty well the using Instagram in a really good way. 153 00:10:05,620 --> 00:10:06,920 And as you can see, they're pretty active. 154 00:10:06,940 --> 00:10:08,290 They have 600 posts. 155 00:10:09,610 --> 00:10:11,080 So you have Adidas original. 156 00:10:11,080 --> 00:10:12,970 You have plenty of other ideas. 157 00:10:12,980 --> 00:10:17,980 So if you if you look for Adidas, you can see that there is plenty of those. 158 00:10:17,980 --> 00:10:21,820 You have football, you have for women, you have running. 159 00:10:21,820 --> 00:10:26,010 So let's say, for example, you want to have a sports brand that is slightly for women. 160 00:10:26,650 --> 00:10:29,480 So there you can find, for example, an example. 161 00:10:29,860 --> 00:10:32,500 So the way it's presented, a little bit more different. 162 00:10:32,800 --> 00:10:37,770 So when it's for women, there is a little bit more of people wearing the product. 163 00:10:38,170 --> 00:10:43,780 So this can be a way that you can use basically to create your own Instagram profile. 164 00:10:44,630 --> 00:10:47,800 So since they're doing it, it should probably work. 165 00:10:49,000 --> 00:10:49,300 All right. 166 00:10:49,300 --> 00:10:54,760 So let's check out another another brand so we can check out Nike, for example, which is pretty popular 167 00:10:54,760 --> 00:10:55,280 as well. 168 00:10:55,990 --> 00:11:02,080 So there is a lot of different nights right there will go to the main Annika account. 169 00:11:02,440 --> 00:11:04,680 So I can see for them is pretty much the same thing. 170 00:11:04,690 --> 00:11:05,520 They have pictures. 171 00:11:05,530 --> 00:11:06,580 They have ICTV. 172 00:11:07,540 --> 00:11:10,580 So here you have a picture of Drake, if I'm not mistaken. 173 00:11:10,600 --> 00:11:11,020 So, yeah. 174 00:11:11,380 --> 00:11:15,340 So basically they're working with a huge brand ambassadors. 175 00:11:15,520 --> 00:11:20,520 So I'm not telling you right now to work with a huge brand ambassadors if you're a small business. 176 00:11:21,190 --> 00:11:25,730 But as you can see well, if you look at their pictures, it's a little bit different. 177 00:11:25,750 --> 00:11:26,950 They have quotes. 178 00:11:27,340 --> 00:11:29,860 They have, as I said, brand ambassadors. 179 00:11:30,670 --> 00:11:32,590 It's more on the diversity. 180 00:11:32,590 --> 00:11:34,030 So they're working with diversity. 181 00:11:34,030 --> 00:11:36,240 So here you can see different pictures. 182 00:11:36,240 --> 00:11:37,660 So, for example, right there you have. 183 00:11:38,590 --> 00:11:40,550 Different people from different communities. 184 00:11:40,570 --> 00:11:42,370 Well, it's not a picture, it's a video, actually. 185 00:11:42,700 --> 00:11:48,030 So you can see different people from different communities, from different backgrounds that are wearing 186 00:11:48,040 --> 00:11:48,370 night. 187 00:11:48,400 --> 00:11:51,710 So basically, it's a way to show that night is for everyone. 188 00:11:52,560 --> 00:11:53,650 Same thing right here. 189 00:11:53,860 --> 00:11:58,510 You have more older people to show that is really for everybody. 190 00:11:59,050 --> 00:12:02,770 So this is, in my opinion, a good way to promote their Instagram account. 191 00:12:02,950 --> 00:12:05,350 Basically, they show all communities. 192 00:12:05,350 --> 00:12:09,890 They show, well, different people from different communities wearing the clothing. 193 00:12:10,870 --> 00:12:15,160 So if you guys want to try out this type of strategy, it can work as well. 194 00:12:15,190 --> 00:12:20,260 So basically, at the end of the day, it's really you who is choosing your own strategy and how you 195 00:12:20,260 --> 00:12:22,140 want to create that, your Instagram account. 196 00:12:22,360 --> 00:12:25,900 And what's really important is really staying stick to your strategy. 197 00:12:25,930 --> 00:12:32,950 So basically not starting with, let's say, more retro account than jumping on, I don't know, more. 198 00:12:32,960 --> 00:12:38,350 And an account that I don't know is more a little more flashy, really stings. 199 00:12:38,350 --> 00:12:39,590 Stick to one thing. 200 00:12:39,610 --> 00:12:43,300 So basically here, for example, Mike is really focusing on communities and quotes. 201 00:12:43,690 --> 00:12:49,380 And as you can see, there are plenty of pictures that represents it all over when we go lower, lower, 202 00:12:49,390 --> 00:12:52,060 lower and lower so that you can see it's pretty interesting. 203 00:12:52,750 --> 00:12:57,850 So I hope you guys really understand what's around it so we can show them another business just for 204 00:12:57,850 --> 00:12:58,120 fun. 205 00:12:58,120 --> 00:13:03,000 We can check out Gucci, for example, which is pretty popular on Instagram as well. 206 00:13:04,090 --> 00:13:06,010 So here it is for one million people. 207 00:13:06,010 --> 00:13:07,990 Once again, they have their own style as well. 208 00:13:07,990 --> 00:13:09,520 So you can see it's another style. 209 00:13:09,550 --> 00:13:12,670 This is a more retro style right now. 210 00:13:12,670 --> 00:13:15,340 So this is their strategy for the moment. 211 00:13:15,350 --> 00:13:22,870 So you can see it's more like years, 50, 60, this type of clothing, even the pictures, the way 212 00:13:22,870 --> 00:13:28,330 it's in the background and everything that's really around this style. 213 00:13:28,750 --> 00:13:34,570 So some people like it, some people don't like it, but they're really focused on a certain type of 214 00:13:34,660 --> 00:13:35,230 population. 215 00:13:35,230 --> 00:13:37,000 The people who are earning a little bit more. 216 00:13:37,360 --> 00:13:42,070 As you can see, they also show different pictures with different communities, which is pretty interesting. 217 00:13:42,100 --> 00:13:49,420 So it's a way to include everybody in basically the brand to show that the brand is for everybody who 218 00:13:49,420 --> 00:13:51,370 has the money to buy it. 219 00:13:52,270 --> 00:13:55,890 So in my opinion, this is a really good marketing strategy as well. 220 00:13:56,290 --> 00:13:59,440 They also have a lot of posts, as you can see, 7000 posts. 221 00:13:59,800 --> 00:14:02,500 And this is why they're pretty popular. 222 00:14:02,780 --> 00:14:04,740 And once again, this is a good way. 223 00:14:04,810 --> 00:14:08,440 Also, this is also a good strategy that you guys can check out. 224 00:14:08,470 --> 00:14:10,720 So this is this would be for my clothing brands. 225 00:14:11,080 --> 00:14:14,480 So let's say, for example, I want to do a an analysis of it. 226 00:14:14,740 --> 00:14:16,120 So this would be can be a way. 227 00:14:16,150 --> 00:14:21,160 So basically, if one of those brands is my direct competition or those brands, in my opinion, are 228 00:14:21,160 --> 00:14:26,710 my direct competitions or simply to look at their Instagram, look at the way they take their pictures, 229 00:14:26,710 --> 00:14:29,380 look at, well, basically the style of their Instagram. 230 00:14:29,590 --> 00:14:33,390 Pretty much all the businesses had their logo right here. 231 00:14:33,430 --> 00:14:39,980 They all had stories of different different types of clothing that they have. 232 00:14:40,330 --> 00:14:41,950 So basically, I can use this. 233 00:14:42,910 --> 00:14:46,090 They all have their own focus on only one style. 234 00:14:46,120 --> 00:14:48,910 So here, for example, it's more retro style. 235 00:14:49,240 --> 00:14:55,240 I'm checking out like it's more focused on communities and quotes and that you can always do it. 236 00:14:56,110 --> 00:14:58,840 Adidas it's a bit more different as well. 237 00:14:58,850 --> 00:15:04,090 So basically each brand has its own style the way they promote it. 238 00:15:04,570 --> 00:15:06,400 So it's pretty interesting. 239 00:15:06,410 --> 00:15:12,130 I'll choose my own style and then I start creating my Instagram well, my business Instagram around 240 00:15:12,340 --> 00:15:12,820 this. 241 00:15:13,030 --> 00:15:16,990 So right now I hope you understand it a little bit better. 242 00:15:17,680 --> 00:15:21,880 So that's it for this part of the course, guys, and see all our next class.