“Our motto is ‘Energy for Everyone,’ and we stick true to that,” says Kent Yoshimura (@kentaronic), co-founder and CEO (with Ryan Chen) of NeuroGum (@neurogum). “From students to athletes to busy parents, we want to be a product that people can take with them whenever and wherever.” While training with the Japanese Olympic Judo team and studying neuroscience, Kent met his NeuroGum partner Ryan, who was training for the Paralympics and studying chemistry. After searching for an energy product that would help them maintain their lives inside and outside school, the two launched NeuroGum in October 2015, with the help of chemists, athletes, neuroscientists and regular folk. Instagram was the first social media platform they adopted after launch. “If it’s true what they say about a picture being worth a thousand words, then Instagram gave us a platform to share NeuroGum’s novel,” jokes Kent. He describes the account aesthetic as “a combination of Wes Anderson-style symmetry and awe-inspiring photos.” The brand loves Instagram Stories “for sharing all the awesomeness that happens behind the scenes” and to deeply engage with customers, such as the 72-year-old Yoga practitioner and NeuroGum customer who recently direct messengered them. What advice would Ryan and Kent offer other businesses that are considering an Instagram account or using Instagram tools? “It's such an amazing time to be able to share your personality with a wide network of people,” says Ryan. “Use Instagram to put yourself out there, be fearless, and take on the world!” Photo by @neurogum

“When we first started Permanent Collection, we were guided by the ethos of institutions like MOMA,” say Fanny Singer (@fannysinger) and Mariah Nielson (@mariah_nielson), co-founders and partners of Permanent Collection (@permanentcollection). “We wanted to think about our project as a way to create pieces that would never go out of style or fall out of favor, ones defined by high quality craft and sustainable manufacture.” Though both from the Bay Area, Fanny and Mariah first met in London, when Fanny was completing her PhD in Art History at Cambridge and Mariah was completing her MA in Design History at the RCA/V&A. On the day they met, they were both wearing vintage navy blue coats, which became the starting point for a conversation about a design label based on design classics. They launched its Instagram account in February 2015, four months before they launched their brand. “Launching our account was essentially our way of claiming some public space to begin sharing our values and aesthetic vision,” the duo says. “Instagram is a brilliant format for fledgling brands, because it allows you to share material before you have any products to show off. It helped us with our identity well in advance of going into production, as the “atmosphere” of a design brand is almost as important as the things you create.” “Before we signed up for a business account we were always disheartened by how few likes a product shot would get next to a shot of, say, an artist at work. But now we can see that even though those product shots might garner fewer likes, they’re driving way more traffic to the site than the more ‘inspiration’ type posts.” What advice would Fanny and Mariah give to fellow businesses considering an Instagram account? “DO IT!” they say, emphatically. “It’s an incredible way to connect to potential customers, especially for largely online businesses like Permanent Collection. It feels like we’re only at the dawn of the platform’s utility, and we can see it becoming more and more essential as direct shopping tools are increasingly integrated. There’s no better way to get in touch with people around the globe!” Photo by @permanentcollection

“We like to think that our audience is dreamers who appreciate cool California wines and like to do things a little differently,” says Darcy Dellera (@darcylynn), brand marketing associate for Tank Garage Winery (@tankwinery). “The story we’re trying to tell is a mix of what inspires us, what we create, how we create it and how people enjoy it.” Housed in a 1930s gas station in the Napa Valley town of Calistoga, Tank Garage Winery was opened in May 2014 by two longtime friends, James Harder and Jim Regusci. After decades of collective experience in farming and creating world-class wine, James and Jim came up with the idea of a small collection of “one-off,” uniquely crafted wines. The brand launched its Instagram account two months before opening, to get people interested enough to come and visit for themselves. “Our strategy is simple: Connect with its audience and have fun,” says Darcy. “Our feed is filled with things we’re into, such as motorcycles, art, music and all things California, and our aesthetic is ever-evolving, just like our wines and brand.” Darcy says that Tank Garage Winery learned the true power of Instagram during the recent Northern California fires, when the city of Calistoga was evacuated. “The outpouring of love and concern we got through Instagram was seriously overwhelming and beyond heartwarming,” she says. “During the disaster, Instagram was one of our best ways of keeping people informed. Our most engaged post ever was the one announcing that we were safely back home and reopening.” What advice would Tank Garage Winery offer to fellow businesses considering an account? “Be super comfortable with your brand identity and what makes you unique, and then know how to visually represent it in the best way possible,” says Darcy. “My first glimpse at a brand’s Instagram page makes or breaks my perception of it, so I always keep that in mind when posting for Tank. We don’t look like any other wineries on Instagram, because we’re not like any other winery.” Photo by @leialohacreative for @tankwinery

“In today’s increasingly nomadic digital world, cities and places can almost become secondary characters in our lives,” says Danielle Fabrega (@daniellechitwood), owner of The Town Serif (@thetownserif). “I love that I’m able to capture a little bit of charm from Charleston and share it with folks everywhere.” After a decade in advertising, Danielle started The Town Serif in February of 2016 in her hometown of Charleston, South Carolina, after seeing an opportunity to capitalize on the flourishing wedding industry there. A calligraphy, illustration and lettering studio, Danielle sells whimsical products she calls “elevated souvenirs” that capture the charm of the city she calls home. She launched her Instagram account with a single strategy: Be authentic. “Coming from a digital marketing background, I understand the importance of analytics, demographics, KPIs and ROIs. But I firmly believe that at the end of the day, none of that matters if your content isn’t truly representative of who you are as a brand, and if you aren’t engaging with other users in an authentic way,” Danielle says. In addition to highlighting her products and services, she tries to let people know who she is as a person and educate her followers through tutorials, tips and educational videos. “Stories has changed my life on Instagram for sure,” she says. “To be able to immediately share snippets of my everyday with my audience is invaluable.” She also says that Instagram Insights has been helpful in understanding her audience and ideal times to post. “People can like and comment all day long, but actually translating into sales is a different story!” What advice would she offer businesses considering an Instagram account? “Make IRL connections with the people you meet on Instagram,” she says. “That’s been the most enriching experience, for me – that these online connections have morphed into actual relationships and experiences that I never would have had otherwise. There are so many opportunities to connect with a massive audience, why not take advantage of all of them?” Photo by @claire.oring for @thetownserif

“Nordweg (@nordweg) inspires people to go out and explore, to stretch the limits of their comfort zone and open up to the unexpected,” says Igor Gaelzer (@igorgaelzer), founder of the travel accessories brand. “We want people to know they can count on the quality and functionality of our products, which are built to serve them well in their adventures around the world.” A few years ago Igor, a travel-lover, set out to design his ideal backpack, one that would last as long as possible and look like something he wanted to wear. The idea of a leather backpack for work and fun resonated with people in his native Brazil, and a brand was born. It caters to men ages 25 to 45 who value design and well-built products and aspire to keep alive the spirit of adventure. “We love Instagram’s immense reach among users and impact,” Igor says. “Customers can have a quick but strong first impression of what the brand is, what its values are and who it is for.” The @nordweg account inspires customers to go out and explore, stretch the limits of their comfort zone and be open to the unexpected. “We want people to know they can count on the quality and functionality of our products, which are built to serve them well and be reliable in their adventures around the world,” Igor adds. User-generated content is integral to Nordweg’s success. “It is strong social proof, showing new potential clients that the product is being used and approved by people just like them,” Igor says. The company puts an insert into every shipment that invites customers to post a moment that represents a good life and tag it with #nordweg. What advice would Igor give other brands that have or are considering an Instagram account? “When people choose to follow you, they are giving you the chance to surprise them, so don't betray that by sharing content that is only relevant to you,” he says. “The basic rule is: If it doesn't reflect your core values, then it shouldn't be posted. It's the principle of signal vs. noise: the bigger the noise, the stronger the signal has to be to. There is a lot of noise online, so make sure your signal is crystal clear.” Photo by @manuela_palmberger for @nordweg

“Every item in our shop tells a story,” says Barry Lai, founder of Design Rehab (@designrehab). “We like to inform our customer about just how much each design has to offer, engaging them through music, fashion, and travel.” Owned and operated by a husband and wife duo, Design Rehab is a San Francisco-based online shop specializing in design and streetwear accessories. The company began as a branding design firm and now designs its own domestically produced quality goods, which it sells alongside brands such as Hypebeast, Highsnobiety, Kinfolk, and Concrete Geometric. Barry transitioned his personal Instagram account into a business account two years ago, and ever since has used the platform to capture the use-cases of Design Rehab’s goods, as well as forge a dialogue with customers. “On our account, we tend to cover product more than we do models,” Barry says. “Wide, sweeping, photogenic shots like Wes Anderson set the tone around our non-product related shots.” The brand uses Instagram Stories to further intrigue customers about specific products and projects, and Instagram Shop to tag specific items. Barry says he can envision using Instagram ads in the future as a targeted extension to reach new audiences. Barry says it warms his heart when he sees repeat customers, because it shows him that Design Rehab is an authority for the shopping experience. What advice would he offer fellow businesses considering an Instagram account or using Instagram tools? “Set the tone, stick with it, and show evolution and refinement over time,” he says. “One of the hardest things to do is to capture the same thing over and over again. Creativity in demonstrating a products’ use equates to creativity in marketing.” Photo by @designrehab

“The company started with a simple idea: fine minimal jewelry sold at a fair price,” says Sophie Davies, designer of the Birmingham, England-based Oh My Clumsy Heart (@ohmyclumsyheart_). “We want to show that nice things don't have to cost a fortune.” Oh My Clumsy Heart is an online-only lifestyle brand started in 2012 that provides versatile jewelry and homewares created with thoughtfulness and obsessive attention to detail, all sold at a fair price. Oh My Clumsy Heart keeps things personal by maintaining an honest approach and being as transparent as possible, something that Instagram helps them achieve. “As soon as Instagram launched I knew it would be a great way to build a one-on-one relationship with customers,” says Sophie. “It is, and continues to be, a great place to connect with people, build trust, and show that when they make a purchase from our shop, their money is supporting a handmade independent business.” Sophie calls Instagram Stories “a great way to engage with our audience on a personal level without having to think too much about the aesthetic - anything goes, and you get a real insight into how a small business runs.” She says the brand loves chatting with customers via direct messaging: “It’s a great way to know people on a personal level.” Given the brand's success with the platform, what advice would Oh My Clumsy Heart give to businesses considering an account or advertising on Instagram? “Be consistent, post frequently, and engage with the community,” says Sophie, “and never be afraid of doing things your own way.” Photo by @ohmyclumsyheart_

“I want to let people map the story of their lives,” says Annah Legg of the Bristol, England-based company Girl and Bird (@girlandbird). “I love how my embroidered map-of-the-world cushions do this without having to say a word.” With a growing collection of vintage maps and no practical use for them, Annah started Girl and Bird in 2014. Her personalized gifts – from cushions to clutch purses, wooden wall art to embroidery kits – allow customers to remember their favorite trips and places. She launched her Instagram account right after starting her business, and was recently included in the #InstaGiftMarket in Spitalfields Market, which she calls “a bucket list location.” “The ability to talk to customers in a colloquial, visual way on Instagram was really helpful when I was starting out, and still is today,” Annah says. She uses Instagram Stories to “float new ideas, chat to my customers and other small businesses, and generally connect more with my Instagram followers,” and is also a fan of the multi-photo tool. “It’s great to show more details of my products, or to tell more of a story than one photo allows.” Given that Annah’s brand is based on maps, it is fitting that she has connected with a global network of small businesses through Instagram, many of whom she speaks with daily. What advice would she give other companies that want to start an account or run ads on Instagram? “Talk to customers, ask them their opinions and be genuine!” she says. “I think for small businesses – by which I mean, one-girl-brands! -- a less sales-y approach works well.” Photo by @girlandbird

“We are a community of diverse, active individuals who are passionate about health and fitness and focused on building each other up,” says Richard Lam (@richshoots), director of Marketing for Yuniti Lifestyle (@yunitilifestyle). The Vancouver-based Yuniti Lifestyle was born in early 2017, with a vision to disrupt the technical athletic-wear industry, and will introduce its product line in 2018. The brand opened its Instagram account in February, as it felt the platform was the best way to visually represent its brand while also connecting with its core audience. Richard describes the company’s strategy as ever-changing and evolving, and the same holds true for its Instagram account. “Currently we use a lot of blue and black, with alternating compositions featuring urban landscapes and lifestyle portraits,” Richard says of the account’s aesthetic. “We find Instagram Stories useful because they provide our audience with an in-the-moment, behind-the-scenes look at what goes on. It can sometimes provide more context, depth, and authenticity than a simple, curated post.” He says the brand also loves using the analytics feature to monitor and analyze how its doing. “It helps us know if our content is resonating with the right audiences.” What advice would Richard offering to young businesses like his that are considering launching an account? “Invest time in really understanding the platform and all the tools available to you,” he says. “Research similar accounts and try to figure out why they are successful. Continuously go through trial and error with every aspect of content creation – type of photo, hashtags, time of day, captions – and then tweak your strategy as required.” Photo by @yunitilifestyle

“We believe that living in a society such as ours, we need to surround ourselves with things that have been created with the infusion of time, craftsmanship and spirit,” say Kristine Meyer and Sabine Lavigne of Copenhagen-based Meyer-Lavigne (@meyerlavigne). “We hope that our customers will recognize that story in our designs.” Kristine and Sabine met 20 years ago, prior to entering the Royal Danish Academy of Fine Arts. They had such synergy during school that they opened their design studio, Meyer-Lavigne, right after graduation, mainly to continue working together. Today, the studio designs products in a variety of materials, including ceramics, textiles, wood, print and porcelain, often with a whimsical, playful aesthetic. “It’s our official diary,” Kristine and Sabine say of their Instagram account, which they launched in 2013. “We are trying to be as honest as possible with our posts and don’t have a set of rules we follow, which we think says a lot about us and our approach to our work.” The duo likes the behind-the-scenes nature of Instagram Stories. “Because you can’t edit Stories like a post, it feels like you’re getting more of Meyer-Lavigne’s real personality.” They use Instagram tools to get insight into how many screenshots and exposures they are getting. What advice would Meyer-Lavigne give to businesses considering an account or advertising with Instagram? “We think it is important to be true to your brand and the story you want to tell,” Kristine and Sabine say. “This will help with continuity in the natural development of your account (and brand). You have to be recognizable to your customers so they know who you are.” Photo by @meyerlavigne

“We want to bring back the thoughtfulness of the handwritten item to a digital world,” says Lucy Edmonds, founder of Quill London (@quillondon). “There's nothing we love more than seeing our studio full of people learning modern calligraphy, taking the time after work to disconnect, relax and create something wonderful.” Quill started in 2012, when Lucy began spotting beautiful modern calligraphy coming out of the USA and realized there was nowhere in London for people to learn the skill. She soon launched London’s first modern calligraphy workshop, and in the years since has published a book, “Modern Calligraphy” (the publisher of which discovered Lucy via Instagram), and been featured in Vogue, the Sunday Times and Elle Decoration. Quill launched its Instagram at the same time that it launched its brand, and sees it as a natural extension of its website. “The beauty of Instagram is that unlike traditional marketing techniques, we can create a dialogue with our followers and get instant feedback on any new products we’re creating, as well as gauge what to invest in,” Lucy says. “Aesthetically, we use a minimal, clean and warm color palette that strips away clutter and focuses on the details. We want our followers to feel that our gallery is an oasis of calm.” Lucy loves Instagram Stories for enabling Quill to incorporate a live ‘behind the scenes’ element into its feed and to enable its followers to meet the people behind the brand. She also values Instagram insights for allowing her to drill deeper into top posts and work out what is most relevant to her followers. What advice would Lucy offer fellow businesses considering an Instagram account or advertising? “Make sure you have a really clear brand and design aesthetic to ensure that you build on followers who look forward to your posts and buy into your brand ideals,” she says. “Enjoy interacting with those followers, and try to build a two-way dialogue with them that further establishes a sense of community, rather than have your account be just a feed.” Photo by @quilllondon