Instagram. It’s been around but brands are just beginning to climb on board. Brands know they need it and yet many aren’t entirely sure how to improve their social media game as competition stiffens with more and more brands joining Instagram daily.

If your brand hasn’t made successful strides on Instagram, chances are there are some critical elements you’re missing. Here are 4 simple ways you can revive your brand’s presence on Instagram.

1. Invite Consumers In

Most people don’t follow brands on Instagram to see ads. In fact, when Instagram introduced sponsored ads, users weren’t very pleased. Most don’t want to see explicit ads while browsing their photostream. It’s distracting and looks like spam.

Those who do choose follow brands on Instagram do so because they feel connected to the brand and want more insight into its personality and values. Far too often, brands miss this opportunity to develop a deeper relationship with consumers and expose them to behind the scenes, exclusive content they won’t get anywhere else.

A simple way to improve your brand’s Instagram strategy is to let consumers in and showcase how your brand can be integrated into various consumer lifestyles. This can be done by capturing shots from various angles that give an introspective view of the brand, allowing consumers to relate and see themselves using its products.

Another way to expose followers to your brand’s values is through exposure to broader concepts not centrally focused on products. For example, in this post from L’Oreal, the brand reinforces its values and global appeal with an image that is not explicitly advertorial, but rather inspirational and relatable.

L’Oreal created a simple post that is both powerful and personal, in that it speaks to their audience and lets them know what’s important to them beyond selling products.

2. Let Your Fans Speak for Your Brand

Relying on celebrity endorsements for your brand on Instagram is a bit counterintuitive. A platform that is literally driven by and created to engage the community should embrace its power players, not just appeal to them with ingenuous celebrity ads. Sure celebrities come with huge numbers of followers, but that is not a clear indication of their power to influence.

Real influence comes from real people. The difference between celebrities and influencers is that influencers are everyday users who amass followers based on their organic use of brands, skillfully coupled with their unique personalities and relatable lifestyles, rather than celebrity popularity.

Influencers do not advertise, instead they work with companies to help them market their brands with creative, relevant and original content for their users; and unlike celebrities, they have a strong, not so distant relationship with their followers, making them a powerful liaison between brand and consumer.

One of these influencers, Michael Schultz (@berlinstragram), quit his day job so he could start working with brands full time. Schultz’s focus is on travel, culture, and art around the world. He captures moments from his home city of Berlin as well as the places he discovers.

Schultz recently worked with Hotel Generator and created a photo campaign with the hashtag #WHILEINBETWEEN. The campaign asked followers to upload photos from their point of departure to their destination with the hashtag.

The campaign gained a lot of participation, and soon thousands of users started to upload their own photos. Within a month, Hotel Generator gained 2,500 new followers.

3. Embrace Video

Instagram recently announced an update that enables videos to loop. Essentially, Instagram videos just became a little more Vine-like. Some might call this a small change, but it’s actually a signifier of how important video will be to the Instagram community this year, particularly for brands.

4. Generate A Call to Action

Marketing is all about creating a change in behavior and Instagram is an ideal tool for motivating consumers to action through strategic, yet organic engagement. As demonstrated by Schultz’s photo campaign, a simple hashtag can create a popular trend among users and help increase the reputation of a brand.

One of most effective means of motivating your audience to action is providing meaningful incentives like giveaways and exclusive prizes. It’s nice to post cool photos, but to move beyond likes and comments, brands must give their followers a reason to engage.

This isn’t bribery, it’s gratitude. Offering incentives shows followers that you value your relationship with them. It’s also a great way to get your brand fans to test new products and give valuable feedback.

Revitalizing your brand’s Instagram profile boils down to how well you can keep your audience engaged. All elements: visually compelling content, quality influencers and incentives must work together to build a brand profile that will strengthen your relationship with current customers and attract new ones.

This guest article was written by Francis Trapp, CEO of Brandnew IO.

These days, the Super Bowl is often considered the mecca of advertisement. With rates at a record- $4.5 million for a 30-second spot, brands spend big money to showcase themselves during the big game, with the hopes of capturing the attention of the 100 million plus viewers who tune in for the game (and the commercials) each year.

But despite this audience size, the question still remains: is the Super Bowl really an effective way to reach your audience? We decided to take a closer look at the potential impact of running a Super Bowl ad, with a particular focus on the auto industry. Car makers have long dominated the advertisements during the game, but this year, many chose to forgo buying air time.

Using data provided from Polk Retail Registrations, a division of IHS Automotive, the Rhiza Ratio looked at annual market share of new car sales for four auto makers that advertised consistently during the Super Bowl games between the years of 2010 and 2014 (Audi, Kia, Hyundai, Volkswagen). This information was cross referenced with viewership of the Super Bowl game by DMA nationwide, provided by Simmons Local, a division of Experian.

Three out of the four auto makers (Kia, Hyundai and Volkswagen) all saw an overall decline in market share of new car sales between 2012 and 2014, despite having advertised during the Super Bowl during each of those years.

Perhaps even more interesting was that when broken down by DMA, the major market share of new car sales was concentrated in areas that had a smaller market share of those who planned to watch the Super Bowl and had the intention of purchasing a new car.

So what does this suggest? Targeted data can uncover storylines unseen through a national lens. In this instance, the data suggest that perhaps just going after the 100 million “eyeballs” watching the Super Bowl was not the best way to reach potential customers. In fact, the DMAs with the largest market share were more likely to have not been watching the game.

What can the auto industry deduce from all this? Each car manufacturer has its own recipe for advertising success. For some, a Super Bowl advertisement is worth the investment. But for others, what may seem like a great investment may actually not be the case once you take a closer look.

This guest article was written by Josh Knauer, CEO of Rhiza, a marketing analytics firm and developer of the Rhiza Ratio.