In May 2014, Instagram had over 200 million users. The user
engagement rate of Instagram was 15 times higher than of Facebook and 25 times
higher than that of Twitter.]According
to Scott Galloway, the founder of L2 and a professor of marketing at New York
University’s Stern School of Business, latest studies estimate that 93 percent
of prestige brands have an active presence on Instagram and include it in their
marketing mix. When it comes to
brands and businesses, Instagram's goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover, Instagram provides a
platform where user and company can communicate publicly and directly, making
itself an ideal platform for companies to connect with their current and
potential customers. Many brands are now heavily using this mobile app to boost
their visual marketing strategy. Instagram can be used to gain the necessary
momentum needed to capture the attention of the market segment that has an
interest in the product offering or services. As
Instagram is supported by Apple and android system, it can be easily accessed
by smart phone users. Moreover, it can be accessed by Internet as well. Thus,
the marketers see it as a potential platform to expand their brands exposure to
the public, especially the younger target group. On top of this, marketers do
not only use social media for traditional Internet advertising, but they also
encourage users to create attention for a certain brand. This generally create
an opportunity for greater brand exposure. Furthermore, marketers are also using the
platform to drive social shopping and inspire people to collect and share
pictures of their favorite products. Many big names have already jumped on
board: Starbucks, MTV, Nike, Marc Jacobs, Red Bull are a few examples of multinationals that
adopted the mobile photo app early.Instagram has proven itself a powerful
platform for marketers to reach their customers and prospects through sharing
pictures and brief messages. According to a study by Simply Measured, 71
percent of the world’s largest brands are now using Instagram as a marketing
channel. For companies, Instagram
can be used as a tool to connect and communicate with current and potential
customers. The company can present a more personal picture of their brand, and
by doing so the company conveys a better and true picture of itself. The idea
of Instagram pictures lies on on-the-go, a sense that the event is happening
right now, and that adds another layer to the personal and accurate picture of
the company. To know more : Instragram followers
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