Eye On: Instagram
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Eye On: Instagram

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This issue of Eye On focuses on Instagram. If you're not familiar with Instagram it is a popular mobile app that is all about social photo sharing. Since launch in 2010, Instagram has grown to over ...

This issue of Eye On focuses on Instagram. If you're not familiar with Instagram it is a popular mobile app that is all about social photo sharing. Since launch in 2010, Instagram has grown to over 100 million users. Check out Eye On: Instagram to learn more about user behaviors and how brands can leverage this platform.

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Eye On: Instagram Eye On: Instagram Document Transcript

  • Eye On: Instagram Description: Social‐mobile photo sharing app Status: Rapidly Emerging Instagram is a mobile photo sharing app, which allows users to apply filters to photos and share the final product within the platform as well as other social networks such as Facebook, Twitter, Tumblr, Flickr and foursquare. Since its creation in 2010, the company has undergone many changes and has experienced fast growth. When it was acquired by Facebook in September 2012 Instagram had 100 million users. Projections estimate the app is experiencing about ten million downloads per month.* *Source: http://mashable.com/2012/09/11/instagram-100-million/What are the features? How are consumers interacting? Feed of photos See followers’ Top reasons people use Instagram: & photos of and brand’s • Sharing users you follow recent activity • Connecting • Documenting • Showing off • Self-expression Popular hashtags provide additional insights: • Emotions: #love, #cute, #beautiful Search users, Edit profile, • Personal, inward-looking: #me hashtags & view recent • Competitive: #photooftheday, #picoftheday, view popular activity, enable #bestoftheday images photo map Takeaway: To promote discoverability, brands can utilize popular hashtags as applicable and tap into the themes & behaviors associated with those hashtags. **Source: http://web.stagram.com/hot/ Is the network a fit for your brand? Brands that have products, attributes or stories that relate Compare Instagram’s user base to your to popular themes tend to perform the best. target audience to see if they are similar. Pets/Family Nature Fashion Architecture/Travel INSTAGRAM DEMOGRAPHICS FEMALE Art Food/Drink Events Self-portraits 68% 53% from 18-25 female the U.S. largest age group Source: www.appdata.comEye On: Instagram, Vol 1, Issue 3, October 2012 © Leo Burnett/Arc WorldwideContact: Kate Twohig (312-220-6734) or Marina Molenda (312-220-5465)
  • Eye On: InstagramHow are brands using the platform?1. Showcasing different facets of the brand 2. Curating content Starbucks doesn’t just focus on their coffee but provides a Marc Jacobs asked users to share family moments on behind-the-scenes look at their headquarters, the brewing Instagram using the hashtag #marcfam. The brand features process and programs like Create Jobs for USA. some of these images in a collage within the brand’s website.3. Offering promotions or contests 4. Announcing new products or company news Statues of David Beckham were placed near H&M stores in Burberry handed over its Instagram account to photographer various cities. Those who took the most creative picture and Mike Kus. During Fashion Week, Mike posted live pictures uploaded it with the hashtag #hmbeckham had a chance to from backstage and Burberry’s catwalk, which gave followers win a shopping spree. an inside view of the line before anyone else did.What are the first steps brands can take? Secure Search Follow Secure your brand user name Search for brand relevant Follow like-minded brands, hashtags to see what users influential users or are uploading competitors Key Takeaways •Pick a theme or story to tell that connects with your brand and user behaviors on Instagram. Be consistent and post often. •Brands can find interesting ways to activate on Instagram by tapping into popular behaviors and trends. •Instagram is versatile and can be leveraged to tell a brand’s story, generate content from followers or promote campaigns or products. •Each photo can be shared to other social networks, to enhance content and extend a brand message. •Similar to Twitter, don’t over use. •To learn more about ways brands are using the platform, visit: http://business.instagram.com/blog/Eye On: Instagram, Vol 1, Issue 3, October 2012 © Leo Burnett/Arc WorldwideContact: Kate Twohig (312-220-6734) or Marina Molenda (312-220-5465)