Instagram – the photo-sharing app that alerted us all to the whimsical majesty of blurry effects and high contrast sepia aesthetics is, in my opinion, a must for brands.
The winning blend of audience and purpose, make Instagram a no-brainer for the savvy B2C social media marketer looking to create some sought after brand buzz. The app exists to make otherwise banal photos resemble David Bailey originals, and just last week, global monthly active usage topped 150 million.
While Instagram is a community space, from my experience, user focus isn’t about building and nurturing a large following in the way same way that it is on Twitter – Instagram is about developing advocacy, and fast.
In certain contexts – a product launch for example; the value of a like on Instagram is more than one received on a Facebook post. The reason for this is that the content contains no copy and doesn’t link to anything. Users simply like what they see.
Marketers are wising up to the benefits of Instagram too – ever-so-slightly ominously-titled Austrian luxury hotel ‘1888’, is offering Instagram users with more than 10,000 followers a night on the house in exchange for some Valencia-filtered love.
In July, Instagram added video to its remit, and in doing so, it has made its only serious rival, Vine, sink – think Miley Cyrus headlining the Reading Festival.
If you have an iPhone or Android phone (who doesn’t?) then now is the time to get on board with Instagram, before it starts serving ads, and while many brands still don’t have a clue how to use it.
By Eliott Farr, Social Media Publisher for Toyota at cubaka.