7/13/2016 WHAT IS INSTAGRAM? Instagram is a photo-sharing, video-sharing, and social networking service, primarily used via its mobile application. It currently has about 400 million users. (Banned in China) HISTORY • Developed in San Francisco, California by Mike Krieger and Kevin Systrom • 2010: Initial release • 2012: Bought by Facebook for $1 billion • Distinguished itself through confined square cropping of photos (no longer required) & digital filters COMPLEMENTARY PLATFORMS COMPETING PLATFORMS • Users can link Instagram accounts to variety of other social • In terms of photo and video-sharing services, Snapchat is biggest competitor (100 million daily active users) networking accounts, to share their Instagram pictures • Both involve followers, posts shared with all followers (Instagram posts & across platforms Snapchat stories), direct messaging, filters, location tagging, etc. • Instagram links to… • However, Snapchat primarily serves as an instant messaging service, in that photos sent to individuals expire after a chosen amount of time (can only be • Facebook viewed once) • Twitter • Tumblr • Flickr • SWARM 1 7/13/2016 HOW DOES IT WORK? SINCE THEN IT HAS EVOLVED • Used via mobile app • The app has evolved and now utilizes the following features: • Tag people and locations • Originally intended for the following basic purposes • Direct messaging with other users • Users take photo or video, share with followers on Instagram (and • “Recommended for You” algorithms on linked platforms) • Can use and search hashtags/trending • Users can follow friends, family, businesses, celebrities, and • Promoted Ads anyone else on the app • Can also edit photos/videos (brightness, filters, saturation, contrast, etc.) • Followers can engage with Instagram post through comments, likes, shares • Can also access feed via web BEST PRACTICES NOW 2. KEEP AN INSTAGRAM AESTHETIC 1. Post during peak use periods (primetime) to achieve maximum engagement on your post • Since Instagram is a form of photo blogging, many people try to keep a distinct (likes/views/comments) aesthetic to their page. • For many people, the goal is to engage as many others as possible • Although it doesn’t sound like a lot many people devote A LOT of time and • Many people will engage people who appear to be engaging with many others, ex: people with attention to their aesthetic, it is very important a large following or many likes. • It is a reflection of “who you are” • Many blogs and tutorials have even developed to teach others how to gain popularity • It is also a way to gain followers 3. CREATE A “SPECIALTY” INSTAGRAM 4. #HASHTAG • (food, fitness, photography, make up, etc) • You can tag your photos with hashtags • A kind of specialty blog • Others can then browse those hashtags and see the tagged photos • These Instagram accounts often lead to mass followings and can turn into a source of income 2 7/13/2016 5. PROMOTE YOUR BRAND 6. DIY • People often use their Instagram posts to promote their own brand, ex: values, • Another type of blogging merchandise, etc. • You can find many DIY blogs, in terms of food, make up, crafting, etc. • The bigger the following, the better • Can be another form of compensation for users • Can also promote other brands • Compensation • Ex: skinny tea tox and Kylie Jenner lipkit 7. THE #INSTAREVOLUTION 3.