Instagram

Back to Digital Marketing class index.

• Wikipedia
• Visual engagement, image-based content
• Launched Apple App Store (smart phone /camera combination)
• Mobile-centric versus web-centric
• Square shape (branding), filters
• solved 3 issues: good pics, uploading pics, sharing pics
• Unidirectional, with other social media (Facebook, Twitter), much like other "content" sites (Yahoo, YouTube, Pinterest)
• Early funding
• Android version
• Increasing adoption of the smartphone
• Facebook Purchase (17 months, value $1bn, zero revenue), defensive
• Spat with Twitter (Twitter vs. Instagram: The Showdown in an Infographic)
• Change of Terms of Service, 12/12
• Use of hashtags (versus Twitter limited 140 characters)
• New feature: Instagram's New Feature Lets Brands 'Tag' Consumers in Photo Stream
• 6/13 short 15 second video clips, competes with Twitter's Vine (competition stimulates innovation)
• What's going on in the world feed ?
• Marketers' examples: Starbucks, Burberry, USAirways
• Celebrities: Katy Perry has 2.5 million followers, started 21 weeks ago (12/13), as of 5/14, 5 million followers, only 78 posts (posting once a day)
• No current business model: 9/14 proposed to start selling ads in the feed
• Business Model: professional pages?
• Popular with Teens
• Risk: Drug sales over Instagram
• 9/13: 150m Monthly Active Users
• 11/13: beta version laucnhed for Windows, not fully developed
• 12/13 launch Instagram Direct: Threat from SnapChat?
• Huge engagement versus other social networking sites (Twitter and Facebook)
• $100m ad deal with Omnicom (early 2014)
• Ads start appearing in streams, Spring 2014