Instagram seemed frivolous to me, nothing that interested me, and nothing that I wanted to explore, until I met tunameltsmyheart . This site completely hooked me into following Tuna, the sweetest little, slightly deformed, chiweenie.

Tuna’s human has brilliantly used photos of the little guy to great advantage. The photos tunainclude Tuna’s daily routines of walks, car rides, and meals, and keeps things fresh with references to holidays and current events. Tuna has 2 million followers who adore him, and who embrace his human’s mission to raise awareness about animal rescue groups, and to promote a message of acceptance. The human developed a product line specific to Tuna, then developed further with @thetravelingtuna, creating a way to link into pet friendly destinations and traveling accessories by using hashtags.

I actually have a more difficult time seeing how Instagram is used effectively with the non-profit examples. I chose Roots and Shoots, in part because I was fortunate a few years roots-shootsback to meet Jane Goodall, and was introduced to her organization, Roots and Shoots. Scrolling through the photos in this Instagram example though, doesn’t tell me at all what Roots and Shoots is about. This example seems to be all over the map, from micro greens to tampax!? What’s the message? It’s a convoluted mess, as is causevox explanation of:

What They’re Doing Right:

  • Feature the visionary Jane Goodall and highlight her strong involvement
  • Promote fashion partnerships to garner attention e.g. sweater collaboration with a major brand label
  • Highlight branded merchandise e.g. Roots and Shoots slogan t-shirts
  • Create images with quotes e.g. nonprofit’s motto “Grow Something”
  1. Grow Something? What? They could have used strong photos of kids planting a garden
  2. Branded merchandise? Where? If there is any merchandise it’s buried somewhere that I can’t find it.
  3. Fashion partnership promotion? What is that, the teacher with the banana dress?
  4. Fortunately, there is at least one photo of Jane Goodall.

Maybe I am missing something, but I think this Instagram would be far more effective by using a well defined, visual statement of purpose. It could use photographs showing kids actively involved with the environment, along with more people-centered photographs, alternating with strong quotes and mottos, with relevant use of hashtags.