Since it was founded in 1932, countless generations of children have grown up with Lego toys. As time and technology have progressed, Lego has created a whole new breed of Lego-obsessed youngsters – equally enthralled by its movie and video game franchise.

Social media continues to be an intrinsic part of Lego’s marketing strategy, with visual content a key way the brand drives engagement and fosters a sense of community online.

We’ve previously talked about its YouTube channel on the blog before (as well as its overall social strategy), so now let’s take a look at Instagram – and how Lego uses it to increase love for the brand.

Education vs. inspiration

Lego posts a variety of creative content on its Instagram channel, however there appears to be an overarching focus on two things – inspiring parents, and educating and entertaining youngsters.

The aim of inspiring parents is an obvious one, with parents having both oversight of the social media activity of their children and control of their funds to buy Lego products.

The brand is particularly clever at engaging adults by using relatable and subtly humorous content. If you’ve seen the Lego movie, you’ll know that this strategy was also used to ensure it’d be a hit with all ages.

Some content is directly geared at parents, with clever Lego displays illustrating common and relatable family scenarios. At other times, its posts are a little more off-the-wall, designed to be impactful in the feed.

With kids and youngsters being a core part of its target audience, Lego also uses Instagram to focus on ideas for education and play. The account typically makes use of video in this instance, using Lego for learning.

This has value for both children and parents, encouraging users to refer back to the channel as a regular source of inspiration and information.


While hashtags are typically thought of in relation to Twitter, Instagram’s recent update to enable users to follow specific hashtags have upped their importance on the platform.

Lego has traditionally relied on hashtags in order to collate and categorise content, mainly so that users can easily find and upload related posts. Its hashtag #legoideas – which is related to the Lego website that allows people to share ideas for new sets – is one of the most popular and commonly used.

The use of hashtags also means that Lego can capitalise on user generated content, re-posting…