Instagram is a visual-first platform – so much so that consumers have coined a new adjective to describe content uploaded to the platform. “Grammable” is an Instagram-specific term defined as “used to describe something that’s worthy of being photographed and posted online via the Instagram photo-sharing application.”

Visual merchandising is not a new concept – in fact, it’s been around since retailers began glass window displays. For a brand, being grammable extends beyond visually pleasing product shots. It’s about telling a story that is easily shareable.

The grammable phenomenon is expected to increase foot traffic to photo-worthy locations – and retailers have picked up on this. Many retailers have begun altering their storefronts into Instagram-famous locations by transforming their spaces into visually pleasing experiences – largely fueled by pop-up shops.

Even if your brand is ecommerce-focused, the grammability factor still applies. Social content needs to be tailored to create an immersive brand experience through a mobile screen. Shifting from a product-shot mindset to a lifestyle-focused social account that tells a story about the brand will inevitably increase brand loyalty and social awareness.

What brands are doing grammable content right? Here are a few of my favorites:
• Grown Alchemist
• Whole Foods Market®
• Nike
• Patagonia®
• Pabst Blue Ribbon®