The vast majority of branded content on Instagram isn’t adveritisng, and only reaches an organic audience.

Some of the search streams we targeted have 330 images uploaded per minute. To create impact we wanted to spread our words across several images and stay at the top of the streams.

We observed users were adding and removing hashtags to their images in order to stay at the top of streams. We took this user behaviour and mirrored it.

For our message to display in chronological order we needed to post them in quick succession. We created 5 accounts manned by 5 community managers, who pushed individual words from separate accounts to form one message across fast-moving streams.

We stayed at the top of over 50 hashtags, which have a combined upload rate of over 1.5million pictures a day. Our audience engaged with comments and likes.