A lecture hosted at Greenwich University for third year Marketing and Advertising students. This lecture dives into three core components of the Marketing Industry that Instagram has impacted and how it affects us as brands, individuals and influencers working in Social Media.

1. LONDON
HOW INSTAGRAM HAS
IMPACTED THE
MARKETING INDUSTRY

2. We are busier
than ever before

3. We are more connected
than ever before

4. We are have more ideas
than ever before

5. Brands need to be:
creative
nimble
competitive

6. So, what is our role as Marketers?

7. 7
OUR PURPOSE
To help brands
win in a rapidly
changing world
by ensuring they
turn up human.

8. 8
“we are
just
people
talking to
people”

9. 9
Today the best
brands are built
across a ecosystem
of touchpoints,
channels
and experiences

10. 10
Despite all the
change in the
world there is
one thing that
defines
successful
businesses…

11. 11
adding value
& meaning

12. INSTAGRAM &
WORLD DOMINATION

13. 3core changes that have
transformed the way we work.

14. 14
We all speak the same language.
1

16. 16
85% of video content is
viewed on mute
Source: DigiDay,2017

17. 17
Therefore, your creative needs to
work harder than ever before!

18. 18

19. 19
• Largest travel community on
social media
• More than 13.5 million people in
180 countries
• “Social-first” content and
visual storytelling
- that ultimately drives people to
explore and stay in new places!
@BeautifulDestinations

20. 20
• Highlights the most unique
lodging sites across the world
• In the shoes of the customer
• Retargeting from site
- enables AirBnB to deliver a
sequential targeting approach to
drive FOMO (oh and sales!)
@AirBnB

21. 21

22. 22
• Product focused, highlighting
the smallest details - because
this is what matters when
choosing a car!
• High quality images and video
to show the premium brand
- enables Tesla to immerse the
consumer in the front seat
@Tesla

23. 23
What is successful visual story-telling
1. Speaking a single language to a global audience
2. Creating memorable moments
3. Immersing our consumer in our brand experience

24. 24
Globalisation through localisation
2

25. 25
Over $1billion was spent on
Influencer Marketing last year alone

26. 26
The industry stands as the most
influential across all forms of marketing

27. 27
Because it acts as sharable
“word of mouth”

28. 28
So, how is this impacting the
traditional model of marketing?

29. 29
build brands
Communities

30. 30

31. 31
Two men meet.
They both have busy jobs.
Breakfast is their only time together.
@SymmetryBreakfast
is created.

32. 32
Communities
formed
Brand
partnerships
Own brand
launched

33. 33

34. 34
Alice took to Instagram to document
her road to living a healthy lifestyle.
She gained followers in support
and inspired others for change!
@AliceLiveingis created.
*former, @CleanEatingAlice

35. 35
Communities
formed
Brand
partnerships
Own brand
launched

36. 36
How has Influencer Marketing changed the
way we work?
1. Enables us to build authenticity through individuals
2. Develops communities
3. Builds the ‘job roles’ of tomorrow

37. 37
3Don’t make content, document.

38. 38
In a world the never switches off, how
do brands survive with the rise of live?

39. 39

40. 40
50% of Instagram's total number of
daily active users using Stories
Source: Social Report

41. 41
Which means? Your brand needs to start
sharing experiences, not marketing.
Source: Social Report

42. 42
Brooklyn Beckham took
@Burberry Instagram
followers behind the
scenes of his first fashion
shoot. Images impossible
to find ever again! The
campaign was shot
entirely on mobile.

43. 43
We can be taken off for
experiences anywhere in the world.

44. 44
Last week Instagram
stories transported
people worldwide to the
streets of US for the
Women’s March. The
trending #TimesUp now
has 300k+ posts

45. 45
How has live content impacted marketing?
1. Experiences before marketing
2. Low-budget, high-relevancy
3. Immediate consumption and disposal

46. LONDON
RIGHT, SO IN SUMMARY…

47. LONDON
HOW INSTAGRAM HAS CHANGED
MARKETING AS WE KNOW IT…
The importance of visual communications is higher than ever
before
Brands need to focus on building communities to drive sales
In an age that never switches off, we need to be more nimble
and efficient to allow for immediacy in content

48. 48
Final words, check out my fav
Instagram channel
@FreddieMade
Oh, and follow me
@CamillaMaryRose