One such company that has used Instagram to their benefit in terms of their posts going viral, is Sharpie. The company uses their markers and other products to show their customer how to create something fun. From drawing images on a canvas, to creating a whole new world with a few different colored markers, most of the images that are posted on the company's feed use a variety of colors, show images popping up off the screen and show some form of creativity flowing off the page.
Sharpie Instagram Profile, @sharpie, September, 2014 by sharpie on Instagram
Why do this? First off, it gives your followers something fun to look at and shows them that the possibilities are endless when they are using your products. Whether they are working on a school project or a new idea to present to a client, with the product they are using they are going to be able to complete any task.
Using creativity is also a great way to increase discussion. The more people who like a video or an image, the more comments that are left in a feed and the more people who see such feeds, the more likely the chances are that these images or videos are going to go viral.
Something that goes viral is pretty much something that garners conversation; whether that conversation is positive or negative, it is good for a business. It allows people to hear the company name, it will force people who are not familiar with the company to go look it up and learn more about it and it will even draw people to visit a company site.
This is the end goal for all companies who are using Instagram and other social media sites. So why not incorporate a bit of creativity, even if it results in conversations? As long as people are talking about the business and as long as they see different possibilities with the business, then there is something interesting that your business can offer (which another business can't offer).