INSTAGRAM

Sejal Visawadia

What Is Instagram Instagram is a free photo-sharing program

and social network that was launched in October 2010

Users can upload or take photos, apply a digital filter to it

Users can then share it with other Instagram users they are connected to on the social network as well as on other social networking services (Twitter, Facebook, Foursquare, Tumblr)

Instagram User Growth Instagram has grown to 100MM users in the

past year

Photo-Sharing Apps Among Fastest Growing App Categories This growth is reflective of the popularity of

photo sharing apps among social media users

Instagram’s Daily Active Users Eclipses That Of Pinterest’s

Instagram has 11MM Daily Active Users

A number significantly higher than Pinterest’s Daily Active Users

Who Is Using Instagram Most Instagram users are between the ages

18-29 but Gen Xers closely follow

Instagram Is About Visual Content Content Discovery

Users can find new content by searching for users and hashtags

Content Creation Instagram’s unique filters allow users to create

interesting content Content Curation

Users can like, share via social networks and comment on photos by other users

How Does Instagram Work

Once a user has installed the app, he create a profile and include a bio and a website URL

Instagram allows users to find friends from other social network to follow

Photos posted by a user appear in their followers’ streams

Users can also search by username or hashtag in the Explore tab

Photos that appear in a user’s stream or photos from the Explore tab can be shared on Twitter

Instagram Features Instagram Filters Explore Tab Hashtags Photo Map

Filters Instagram has

seventeen filters users can choose from to create unique photos

Filters remain the single most interesting feature that engage users

Explore This tab features the most

popular photos on Instagram Popularity is based on the

number of likes and comments

Users can also search for a specific user by the username or for hashtags

Brands must strive to post unique photos that are likely to be featured on the Explore tab

Brands must create easily searchable usernames

Hashtags Brands can leverage

hahstags to enable users to discover and share photos

Hashtags can also serve to drive awareness of the brand E.g. Nike adapted the

tagline Make It Count as a hashtag #counts

Also, when users share the photo on Twitter with the hashtag it helps build awareness on that channel

Track Popular Hashtags To Participate In Conversations Users and brands alike can track popular

hashtags by using services such as Web.stagram.com

Web.stragram.com tracks trending/hot topics by hashtags Using these hashtags help get in front of users

who maybe searching for content Brands can also use these hashtags to participate

in conversations resonating with users

Photo Map Photo Map feature allows

brands and users to geo-tag their photos with locations

Brands can use this feature to add location to the photos and give followers a sense of intimacy For example, sharing

behind-the-scenes photos of a brand’s retail or manufacturing location gives consumers a front row access

Instagram Web Profiles Instagram recently

rolled out web profiles Users' web profiles

resemble Facebook's Timeline template with a selection of recent images tiled above the profile photo

Viewers can follow users, comment and like images as they do on the mobile app

Is Instagram Right For Brands Search for photos that maybe tagged with the

brand name If users are already sharing content with the brand

name it could signal an opportunity If competitors are using the platform it could mean

a missed opportunity if the brand is not there

Consider resources required to create visuals Instagram is about storytelling, and compelling

photos are integral Instagram also requires brands post regularly

throughout the day and engaging with followers and users

Major Brands Are Quickly Adopting The Platform 40% of top 100 interbrands have a presence

on Instagram

Some Brands That Are Doing It Right

Starbucks – for its seasonally relevant content that centers

around the product but does not feel forced

Burberry – for its stunning images of London, runway, red

carpet celebrities and behind-the-scenes of shows and photo shoots

Starbucks Hashtags used: #itsfallwhen, #StarbucksRefreshers,

#Frappuccino Product shots promoting seasonal themes,

sponsorship, events and offers

Burberry Hashtag Burberry, BurberryWeather, LFW Images of city of London, Fashion shows, Cultural

Events (e.g. Live Bands)

Instagram Strategy For Brands

Build

• Cross-promote on other social channels

• Hold Instagram contests• Create a photo contest

that will encourage followers and generate content

Engage

• Post photos that go beyond product• Leverage visuals to bring

the brand voice to life• Give followers access to

exclusive images to encourage shares, likes and comments

Sustain

• Participate in conversation with users and followers• Like/Share photos of

users the brand follows• Comment and mention

users to alert them

References http://www.clickz.com/clickz/column/2196727/photographs-social-medias-

hot-content-marketing-asset http://blog.flurry.com/bid/84831/Mobile-App-Growth-Led-by-Video-Sharing-

YouTube-in-the-Crosshairs http://www.businessinsider.com/facebook-instagram-zuckerberg-growth-9-

2012 http://www.slideshare.net/likeable/instagram-for-brands-12214052 http://www.geekwire.com/2012/advanced-guide-instagram-build-brand/ http://www.22squared.com/blogs/rebecca-debono/instagram-is-it-right-for-

your-brand/ http://mashable.com/2012/08/08/40-of-top-brands-instagram/ http://thenextweb.com/socialmedia/2011/11/22/want-to-take-instagram-

photos-for-a-living-win-this-ge-competition-and-you-can/ http://mashable.com/2012/02/02/ford-fiesta-instagram/ http://www.businessinsider.com/free-people-and-urban-outfitters-instagram-

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