Erwin Penland - Proprietary and Confidential
Putting Instagram in Perspective
ERWIN PENLAND PRESENTS
FOOD FOR THOUGHTOctober 2013
Erwin Penland - Proprietary and Confidential
InstagramHaving launched in 2010, the Instagram population is now at 150 million monthly active users, representing 13% of all Internet users.
Instagram users tend to skew young, urban, multi-cultural & female.
Interaction on Instagram is frequent and substantial:
40 million photos are posted per day
1,000 comments are made per second
Users spend an average of 257 minutes on the platform per month
the stats
Sources: blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagramexpandedramblings.com/index.php/important-instagram-stats/
Population
150million
Gender
femaleSLIGHTLY
Age Group
18-29
Location
urbanEducation
somecollege
Ethnicity
african-american
Photos
40millionper day
8,500 likes/sec
Erwin Penland - Proprietary and Confidential
me, but better
social
PRESENT FUTUREPAST
TIMELINE
If Twitter is all about sharing what is happening now, Instagram is all about showing what you are doing now.
It’s less about current news, events and entertainment and more about capturing your perspective on moments in time as you live them — and then showcasing those moments in the best possible light.
Erwin Penland - Proprietary and Confidential
For evidence of this, you need only look at the types of photos that get posted most often.
Selfies are the clearest example of this user behavior, but a quick look at other categories uncovers additional examples.
When it comes to pictures of kids, images are often used to document a special moment or milestone in a child’s development, like the first day of school.
With nail art, it’s more often about capturing a moment of creative self-expression or personal style.
In any case, Instagram tends to be all about sharing the story of your life, as it happens.
More than selfies?
Sources: mashable.com/2012/08/31/cliche-instagram-photos dotcomplicated.co/content/2013/04/10-photos-that-instagram-made-popular
Erwin Penland - Proprietary and Confidential
Some of the top brands on Instagram recognize this user behavior and try to reflect it in their own content.
@Starbucks uses Instagram to capture moments people associate with coffee — such as a turn to colder weather (PSL, anyone?), live coffee shop music or a person’s signature cup.
You’ll see here they took the last example a step further by writing the copy with a text overlay app. Many Instagrammers already use these apps when creating their own content, so Starbucks’ image felt very natural for the platform.
@Nike does use Instagram to capture and promote images of their products, but they also use it to capture and re-gram amazing moments of people living out the “Just do it” mantra.
Brands winning
Nike
StarbucksEveryone's happy. ❤☕#Verismo
Erwin Penland - Proprietary and Confidential
Instagram vs. VineWhile many brands are still experimenting with how they use Vine versus how they use Instagram, some brands seem to be leveraging the unique functionality of each platform to bring their content to life.
Lowe’s uses the stop motion aspect of Vine to provide helpful DIY and home repair tips under their #fixinsix campaign. They use Instagram to focus more on capturing moments of visual inspiration that people can use to add small visual touches to their home.
GoPro, on the other hand, has a pretty bare Vine account (only two posts so far and both were revines) but the brand is active on Instagram. GoPro leverages the app’s longer 15-second timeframe and the ability to upload external content, giving people a taste of the cool adventure and outdoor content they can capture. GoPro then often provides a link to their website where people can view the full edit.
Source: searchenginewatch.com/article/2297158/How-123-Fortune-500s-Use-Instagram-Marketing-3-Tips-for-Success
Erwin Penland - Proprietary and Confidential
Food for ThoughtFood For Thought is Erwin Penland's thought leadership platform.
It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country – showcasing how creativity is paramount to success in every organization, and in fact, in life.
The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.
For more information:Joe SaracinoChief Marketing OfficerErwin [email protected]
Erwin Penlanderwinpenland.com@erwinpenland on Instagram, Instagram and VineInstagram.com/erwinpenland
Food for Thought Conferencefoodforthoughtconference.com@fftconference on InstagramInstagram.com/fftconference
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