Every brand wants customers singing their praises on social media, and what better way to do this than creating an engaging pop-up activation that fans can visit and post about. Instagram is one of the most public channels that consumers use to learn and discover brands, plus share branded experiences whether it be visiting their favorite store, pop-up, or branded event.
Take the new Chanel Beauty House pop-up, aiming to be the most Instagrammable pop-up ever. For your next pop-up, leverage the power of social media and create Instagrammable moments.
Here are some ideas to implement at your next pop-up activation:
1. Catchy Phrases
One super-simple way to promote visual social-sharing at your pop-up is by creating signs with phrases. Depending on your event and attendees, you might inject humor, aim to inspire, or show off your brand personality in a different way.
There are many ways you can pull this off, such as:
- Framed pictures with text
- Visual displays
- Lights on walls or floors
- Neon light signs (like the Kate Spade Saturday Pop-Up Shop)
2. Unique Design Features
Incorporating fun visuals on your walls serves as the perfect selfie backdrop. In some cases, it can even be the focal point of an image shared on Instagram or Snapchat.
When it comes to the walls of your pop-up, get creative. Use patterned wallpaper, scenic backdrops or interactivity to create a moment that’s worth sharing.
Insider tip: Some pop-up spaces already have an iconic wall installed for you. This art gallery in LA, for example, has a small wall outfitted in turf.
Much like walls, floors can also set the stage for a visually appealing Instagram shot. Rather than the “traditional” selfie, unique flooring is the perfect backdrop for the foot selfie. If you’re a footwear brand, you may want to pay extra attention to the floors — this is a great way to get your product featured on social media.
Unique fixtures such as lighting or door knobs/handles can also create a buzz on social media. Use themed fixtures to match your event, enhance your brand image, or add to the customer experience.
3. Tap Into Pop Culture
Your brand doesn’t have to be front-and-center of every aspect of your pop-up. Instead, focus on your audience and what interests them. Pop culture trends can be a great source of inspiration to create Instagram-worthy shots at your pop-up.
Google tapped into the popularity of Netflix’s Stranger Things series with its New York City pop-up. They recreated the visually iconic living room with letters and lights on the wall. Shots of the living room are all over Instagram.
4. Shareable Experiences
We all hear about the importance of meaningful brand experiences. This is no different when it comes to social sharing. Create memorable, shareable experiences through your pop-up to organically encourage posting to Instagram and Snapchat.
Here’s an example: Brit + Co hosted the #CreateGood pop-up to establish a physical experience of the online community they’ve cultivated. The pop-up was all about empowering women, and it was widely shared on Instagram.
5. Social-Sharing Prompts
One of the most effective ways to affect social sharing is to prompt your guests to do so. One main way to do this is to create a hashtag and include it on all visuals (such as signage, programs, etc.) Including your social handles is another way to gain more followers through the pop-up experience, too.
6. Embrace Art
Whether you’re hosting a pop-up retail store or art gallery, artistic touches to the space can create Instagrammable shots.
For retail brands, showcase the artistry in your product. You could also use the products to create an artistic display. Better yet, collaborate with a local artist to create the art-inspired product display for you. For Glossier, who launched their perfume Glossier You with a pop-up store, it was all about aesthetic. “I was really inspired by theater, performance art, and magic shows when concepting the space,” explains founder Emily Weiss.
Allowing guests to fully interact with the space and the installations, can generate millions of impressions for your brand.