The photo-sharing program and social networking phenomenon has proven to be a favourite among the biggest brands, including Starbucks Coffee, Tiffany and Co and McDonalds. Since its launch in 2010, Instagram has attracted more than 50 million users.
Why is Instagram so popular and should you be using it for your own marketing?
Given the simplicity of the app, companies are adopting Instagram to edit and upload images to social media networks. The speed and convenience at which Instagram allows you to take a photo, edit and upload it bridges the gap between mobile phone cameras and the single-lens reflex camera. If you are therefore taking images of products on a regular basis and communicating promotions or new product launches, then it maybe a program well worth considering. Even the novice photographer can transform images into vintage and romantic photos using the filters available.
It therefore may not come as a big surprise to learn that the most active brands using the program are within the luxury industry – Tiffany & Co, Gucci and Mercedes-Benz. These glam brands are engaging with their target audiences, with the aid of Instagram, with huge success. Engagement levels are soaring.
So what’s next for Instagram?
In April 2012, prior to going public, Facebook announced it was buying Instagram for $1bn. After a bit of a set back from The Office of Fair Trading (OFT) who were investigating whether the merger would restrict people from using the app and uploading images from Instagram to other sites other than Facebook, the sale has finally been given the go ahead.
Analysis from the research firm Simply Measured predicts the program will hit 100 million users and become an increasingly important social network for brands (Marketing Mag 13th August 2012).