Intrapreneurial business proposal for Instagram.

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Instagram Intrapreneurial Proposal
Nancy Brumfield
Digital Marketing, Full Sail University
MAR239-O 01: Project and Portfolio III
Professor Melissa Schumann
March 27, 2022

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Table of Contents
Introduction………………………………………………………………………………….3
External and Internal Business Environment………………………………………………..3
Strategic Scanning…………………………………………………………………………...5
Solving a Need in the Market………………………………………………………………..9
Implementing Innovation…………………………………………………………………….12
Conclusion…………………………………………………………………………………...13
References……………………………………………………………………………………15

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Introduction
We are currently the fourth largest social media platform with over one billion active
users. Because of our presence in the social media industry, we are the perfect place for
businesses to advertise and gain new customers. Although our advertising fees are a little higher
than other social media platforms, companies are willing to pay the slightly higher advertising
fees because of the higher engagement rates on images and higher conversion rates. During my
research into Instagram advertising, I found an area we could improve to enhance our customers'
experience with Instagram Ads and make us stand out in the social media industry.
External & Internal Business Environment
Instagram is a social media platform whose Business to Consumer service provides a
place where people can share photos and videos. It was founded in 2010 by Kevin Systrom and
Mike Krieger. In March of 2012, Facebook CEO Mark Zuckerberg purchased Instagram for one
billion dollars. Instagram is a publicly traded company with the ticker symbol “FB” (Clara,
2020).
Instagram represents a part of the social media industry which is expanding worldwide.
Six Degrees, the first social media site, was launched in 1997. Since then, there have been many
social media sites created. There are over one hundred active social media sites today. Instagram
is currently the fourth-largest social networking site worldwide, with over one billion users
(McCormick, 2022). However, there is always the possibility of something better coming along
and taking its place. Just as how Facebook replaced MySpace. As technology evolves, we must
evolve to stay relevant to its users. According to Kulkarni (2017), “social grouping will make a
comeback” (para. 14). It will allow users to put their connections into groups, such as political,

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college friends, family, etc. The posts you see from your friends will depend on the social
grouping you put them in, giving you control over what you see from friends and family.
Social media started as a way for people to connect with friends and family but has
become so much more. Companies now advertise on social media in the hopes of gaining new
customers. Social Media has evolved in that businesses now use social media to promote their
products and services and use targeted marketing to acquire new customers. Social media
influencers get paid to post photos or videos to promote a product, which earns them up to one
million dollars per post. According to Bailis (n.d.), “With over 1 billion users and a fast-growing
network of influencers churning out millions of sponsored posts each year, Instagram has
become the most important influencer marketing channel” (p. 7). Like many other social media
platforms, we make money from advertising. In 2019 we earned twenty billion dollars in
advertising fees (Simon, 2022).
We offer a place for people to share their photos and videos online. We also offer
businesses the opportunity to advertise to Instagram users. Advertising costs are from $0.40 to
$0.95 for cost-per-click ads. Cost per thousand impressions ranges from $2.50 to $3.50
(DeFazio, 2022). Our advertising costs are a little higher than other social media sites like
Facebook and Twitter. Businesses are willing to pay slightly higher advertising fees because of
the higher engagement rates on images and higher conversion rates we have compared to other
social networking sites ("How much does it cost to advertise on Instagram?" 2022). Another
reason businesses are willing to pay more on Instagram Ads is that 50% of users are more
interested in a brand when they see ads for it on our site ("Instagram for Business" n.d.).
There are some business opportunities for Instagram. We offer reels, which is a
popular social media feature, and it is important to continue developing new technology and

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features users would find beneficial and fun. If users get bored with the features available, they
will start to seek other sites with brand new features they find fun to use. Creating video editing
features and filters that are quick and easy to use would make users choose us over other social
media video sites like TikTok. Another opportunity for us is to create better privacy for the users
by offering users control over who can see their posts. Giving them the option to block specific
people from seeing certain posts would help them feel like they have control over their privacy.
Strategic Scanning
Our customers are large companies in the US. They include the following industries:
 Education
 Entertainment
 Fashion
 Food and Drink
 Health and Wellness
Our customers want to reach young adults, increase brand awareness, and gain new
customers with cost-effective advertising. The customers advertise on other older social media
platforms, like Facebook, TikTok, and YouTube.
One opportunity I see for us is to increase the number of users over 30 years old. Doing
so will bring businesses to our platform that target an older audience. We would also increase
our advertising revenue by adding another targeted age group. Our potential customers are
purchasing advertising on Facebook, YouTube, and TikTok. Our competitors have some
advantages for businesses to advertise with them. They also have some disadvantages.
Facebook has many advantages for businesses to advertise on their platform. One
advantage is that Facebook has over 2.9 million users globally ("Facebook users by country

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2021" 2022). Having a large audience provides businesses with a potentially large advertising
reach. Another advantage of Facebook Ads is being very budget-friendly ("Advantages and
disadvantages of Facebook ads" 2013). It allows you to choose your budget. Another advantage
is that Facebook offers analytics which gives businesses the ability to see the number of
impressions, click-throughs, shares, and engagements the ad received. Facebook also has some
disadvantages. One disadvantage of advertising on Facebook is that over 10 million businesses
advertise on their platform ("Small Business Advertising with Facebook ads" n.d.). Having so
many companies advertising on Facebook makes competing for top advertising spots more
difficult. Another disadvantage of Facebook advertising is Facebook Ad wars. When the
competition bids higher, they receive more exposure creating a disadvantage for small businesses
and entrepreneurs ("Advantages and disadvantages of Facebook ads" 2013).
YouTube is another popular social media platform with over 2.3 billion users worldwide
(GMI Blogger, 2022). One advantage of YouTube advertising is pay-per-click advertising which
makes advertising on YouTube cost-effective. Another advantage of advertising on YouTube is
that users spend more time on this platform than other social media platforms. Viewers spend on
average 40 minutes daily on YouTube, giving advertisers a greater chance for their target
audience to see their ads (GMI Blogger, 2022). One of the disadvantages of advertising on
YouTube is Ad Bypass. Viewers can bypass an ad after five seconds. Ad Bypass makes it
difficult for businesses to promote their brand. Another disadvantage is poor sales conversion
rates. According to Roomi (2020), “Data research has shown that nearly 65% of viewers skip
commercials whenever they appear in a YouTube video.” (p.14).
TikTok is another popular platform with 1 billion active users (Dean, 2022). One
advantage of advertising on TikTok is that it has high engagement. “61% of TikTok users feel

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that advertising on TikTok is unique compared to top social and video platforms” ("Get started
on TikTok ADS manager" n.d.). Another advantage is platform analytics which gives businesses
insight into creating ads that resonate with their target audience (Strobel, 2021). While TikTok
has some exceptional advantages, it also has some disadvantages. One disadvantage is that it has
creative limitations. Users cannot create posts with only text or pictures, which can make
explaining your brand through TikTok advertising more difficult due to short videos (Strobel,
2021). Another disadvantage is the cost. According to TikTok Ads Budget (n.d.), “For
campaigns, both daily budgets and total budgets must exceed 50 USD. For ad groups, daily
budgets must exceed 20 USD. Lifetime budgets will be calculated as the minimum daily budget
(20 USD) × scheduled days” (p. 9).
We have over 1.1 billion users on our platform. We also have some exceptional
advantages for businesses to advertise on our site. One of the most significant advantages of
Instagram Ads is allowing companies to include a clickable link as part of promoted posts,
giving advertisers the ability to drive traffic directly to their website with a call-to-action link.
Another significant advertising advantage businesses have is increased brand awareness. A
boosted post appears in the target market's feed without being disruptive. Instagram story ads
place advertisements in the target audience between stories of users they follow, making them
seem inconspicuous, which helps businesses get their brands noticed without annoying their
target audience. Another advertising advantage we offer advertisers is different ways to advertise
compared to our competitors. We give advertisers the option to promote videos, single photos, or
photo carousel ads. While we provide different advertising options, we also offer fewer
advertising types than other platforms, which is a disadvantage. Another disadvantage we have is
a limited audience. The majority of users on our platform are aged 18-29, so brands targeting

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older audiences might not think advertising n our platform is a good investment. They usually
prefer to advertise on Facebook since they have a large audience over 30 years old. A high cost
per click rate compared to other social media platforms is another disadvantage we have. (Van
Fleet, 2022). Small businesses may choose to advertise on other platforms due to the higher cost,
even though we have a better click-through rate. The higher advertising costs could be a
deterrent for smaller businesses due to the smaller advertising business.
One business opportunity I see for us is to create more unique ways for businesses to
advertise on our platform. We offer different types of advertising than our competitors, but they
offer customers more types of advertising. Another opportunity is to gain more users over the
age of 30. Gaining middle-aged users would bring more advertisers since many businesses are
looking to advertise to this audience, as the younger audience usually has less money to spend.
Our unique selling proposition is that we have an equal number of male and female users
on our platform. Other platforms have more users of one gender than the other.
 Facebook has 56.65 male users and 43.4 female users ("Global Facebook user
distribution by gender 2022" 2022).
 YouTube has 62% male users and 38% female users ("Global YouTube user age
& gender distribution 2022" 2022).
 TikTok has 53.79 percent male users and 46.21 female users ("TikTok global
creators by gender 2021" 2022).
 Twitter has 70.4% male users and 29.6% female users ("Global twitter user
distribution by gender 2021" 2022).
We have an exceptional management team. Adam Mosseri is the CEO and President. He
graduated from New York University with a Bachelor of Arts in Information Design. Before

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becoming the CEO, Adam was an executive at Facebook for nearly 14 years (LinkedIn 2022).
Claudine Cazian is the Director of Instagram Partnerships. She graduated with a BA in
Communication Studies from LMU and a NA in Communications and Entertainment from
USC’s Annenberg School for Communication & Journalism. She worked over a decade with
Ryan Seacrest and was instrumental in the launches of American Idol, On-Air with Ryan
Seacrest, and New Year’s Eve.
The Board of Directors are Mark Zuckerberg; Robert M. Kimmitt, Meta's Lead
Independent Director and Senior International Counsel at WilmerHale LLP; Peggy Alford,
Executive Vice President, Global Sales, PayPal Holdings, Inc.; Marc L. Andreessen, Andreessen
Horowitz; Drew Houston, Co-Founder, and CEO, Dropbox, Inc.; Nancy Killefer, Retired Senior
Partner, McKinsey & Company; Sheryl K. Sandberg, Chief Operating Officer, Meta; Tracey T.
Travis, Executive Vice President, and Chief Financial Officer, The Estée Lauder Companies,
Inc.; and Tony Xu, Co-Founder, and CEO, DoorDash, Inc. ("Peter Thiel to retire from Meta
Board of Directors at 2022 Annual shareholder meeting" 2022)
Solving a Need in the Market
Our mission statement is to “Give people the power to build community and bring the
world closer together.”
We are a part of the Meta company. They received the Glassdoor Award Best Places to Work
from 2011 to 2022 ("Working at meta," n.d.). However, this year we ranked number forty-seven,
their lowest ever. We launched as Meta on October 28, 2021, which may have caused the lower
ranking by employees. Employee reviews I have read on Glassdoor.com seem like they are
happy to work here. We work in teams with like-minded, kind people, which makes the job fun.

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Meta does value its employees' health, both physical and mental. They listen to suggestions, and
Mark Zuckerberg does a question-and-answer session with employees every week.
Our goal is to build a metaverse. “To provide a way for as many creators as possible to
build a business within the metaverse” (Halstead, 2021). The management team seems
inconsistent; some managers give their teams projects and goals to meet. Other managers provide
no direction or support. These managers expect employees to figure out by themselves what they
should be doing. Employees can expect to work long hours, up to eighty hours a week.
Meta is committed to being as transparent as possible. According to “We’re publishing
our biannual transparency report for the first half of 2021 to provide details on how we address
government requests for user data, content violating local law, global internet disruptions and
intellectual property” (Sonderby, 2021).
There are some trends in the industry that we are capitalizing on and some that we should
be. Trends we are capitalizing on our live shopping on our platform. We created reels that are
similar to TikToks. Last year we launched a creator’s fund and offered top TikTokers money to
switch our Reels (Cohen, 2021). One trend we should be capitalizing on is an audio strategy for
businesses. We currently do not offer an audio format; therefore, it is difficult for businesses to
promote their podcasts without using another app to do so.
The public perceptions of us are that we need to be more proactive in regulating posts on
our platform (Montenegro, 2021). They also feel that our platform causes issues for teen girls.
Research has shown that teen girls who use our platform have bad body image, increased
anxiety, and depression and that it can lead to eating disorders (The Editorial Board, 2021)
Small businesses are not having a good experience advertising or using our platform for
their business. They feel like we hinder their business instead of helping grow it by limiting the

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number of new followers they can obtain in a day. A trend I am seeing is many people mention
having their accounts hacked. They can no longer access their account, and their account
information and photos are stolen. They also mention there is a lack of customer support when
an issue arises ("Instagram reviews" n.d.).
One of our competitors is Facebook. One trend I am seeing mentioned frequently is that
they censor views that are different than the CEO ("Facebook is rated "bad" with 1.2 / 5 on
Trustpilot" n.d.). Another trend about Facebook is that there are a lot of scam companies on
Facebook ("Facebook reviews" n.d.). They order something from an ad but never receive the
product or a refund. Customers also mention that when they have a problem and reach out to
customer service, they do not help resolve the issue.
A business pain point I identified through customer feedback is to provide better,
personalized customer support. Poor customer support is a pain point for all social media
platforms. Most of our customer service responses are automated, which usually does not help
resolve an issue our customer is having. Currently, the only way customers can get help is
through the Help Center, which provides some suggestions on troubleshooting. Providing a
customer support department that answers phone calls for our customers who are advertising on
our platform will not only provide them with better customer service, we will also retain them as
customers. Supporting them when they have an issue will make them feel like a valued customer;
they will want to advertise on our platform in the future. Being the only social media platform
that provides customer support by talking to a real person to help you resolve your issues will set
us apart from all the other platforms. The research that led me to this business need was the
reviews on glassdoor.com and trustpilot.com.

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Implementing Innovation
During my research, many business account clients who purchase advertising on our
platform voiced dissatisfaction with our customer support. They feel the help center does not
provide answers to their issues ("Instagram reviews" n.d.). Since they cannot get the help or
answers they need, they chose not to advertise on our platform or pay an influencer to advertise
for them. Either way, we are losing that money.
I recommend that we create a chat option for clients that purchase advertising. Doing this
will provide them with real-time support and make them feel like a valued client. The first thing
we need to do is create a manual with the process and guidelines for chat agents to follow. Then,
we will need to hire and train five hundred (Singh, 2021) as chat agents. Creating a chat option
will benefit the company by increasing customer satisfaction. When customers are happy with a
service, they tell others about their experience. Doing this will also give us a good reputation for
customer support, setting us apart from other social media platforms.
There is a cost of adding a chat option for Instagram Ad clients. Five hundred chat agents
making $15 an hour would cost $300,000 a week. Chat agents can work remotely, so there
would be no cost in building office space for them to work. Another cost incurred by us would
be the cost of a computer for each agent. A MacBook Air costs $999 each (“MacBook Air,”
n.d.). That would total $499,500.
The average business spends between $4000 to $7000 a month on social media
advertising. We have over two million business accounts on our platform (Chen, 2022).
However, only half of those businesses advertise on our platform (Chaykowski, 2017). Providing
a chat option and building our customer support reputation would make more companies

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advertise on our platform. If 10% of the businesses not using Instagram Ads started advertising
on our platform, we would increase revenue by $700 million a month.
To achieve my objective, we need to create a training program for agents to learn the
guidelines and processes for handling Instagram Ad issues for our customers. It will take 60 days
to produce the training program and the manual. We will know the training program is successful
by having them complete a knowledge test once they complete the training program to ensure
they know and understand the information presented to them. Next, we need to create a manual
for agents to follow and refer to when handling customer complaints. Doing this will ensure all
agents are providing consistent solutions to our customers. We will know if agents are following
the manual by reviewing chats. We will know we are successful in helping them fix the issues by
asking for feedback a day after the client initiated the chat option. We also need to order
MacBook Airs for the agents within 30 days to ensure they arrive in time for their training.
Conclusion
In conclusion, we are the fourth largest social media platform. We have over one billion
active users and two million active business accounts on our platform. Our customers are US
companies in the Education, Entertainment, Fashion, Food and Drink, and Health and Wellness
industries. They use Instagram Ads to increase brand awareness, gain new customers, and
advertise products. While they are willing to pay our higher advertising fees because of the
higher engagement rates on images and higher conversion rates, they are unhappy with the lack
of customer support. We can fix this by hiring 500 chat agents to be available to answer
questions and help with issues that arise for our Instagram Ad clients. Adding a chat option will
increase customer satisfaction and build a reputation for providing superior customer support.
Doing this will set us apart from other social media platforms. Adding a chat option will cost

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$1.3 million a month for chat agents' salaries and increase advertising revenue by $700 million
monthly if only 10% of businesses start advertising that is not currently advertising on our
platform.

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