SOCIAL MEDIA AND

COMMUNICATIONS

YALIN KAYAPROJECT - 1

Table of Contents

• Presentation of the social media platform • Usage of the social media platform• Key metrics• Business capabilities• Advertising capabilities • Case studies

What is Instagram?

• Instagram is a newly developed, one of the most effective social media platform in which users are able to edit and share their photos and videos to everyone on a variety of social networking platforms, such as Facebook, Twitter, Tumblr. It is simple, fun and fast.

• Instagram can be downloaded for free through Apple appstore, Google play store and through 3rd party Instagram apps for Blackberry and Nokia devices.

Brief History• Instagram was founded in 2010 by

Stanford graduates, Kevin Systorm and Mike Krieger. Initially, Systorm and Krieger created an HTML5 check-in project called Burbn which was then re-developed to provide only photo-sharing uploads.• On October 6, 2010, Instagram was published into Apple’s app store, generating 10,000 registered users within the first few hours of its new app life.

NOW• Instagram community has grown to more than 400 million active

users as of today.• 75% of the active users are outside the U.S.• In total, more than 40 billion photos shared.• 3.5 billion likes everyday.• More than 80 million photos per day.

Mission and VisionVision• Mobile photos always come out looking mediocre. Our awesome

looking filters transform users’ photos into professional-looking snapshots.

• Sharing on multiple platforms is a pain - we help users take a picture once, then share it (instantly) on multiple services.

• Most uploading experiences are clumsy and take forever - we've optimized the experience to be fast and efficient.

Mission• Allow users to experience moments in their friends' lives through

pictures as they happen.

What can you do on Instagram?

Geotagging: You can add locations to your photos to show where they are taken and make a photo appear in the catalog of location.Likes: Indicates how many users liked your photo.Description & Hashtags: Gives info about the photo and hashtags make a photo appear when someone search about something.Comments: Written interaction with users under the photo.

Comments

Description &

Hashtags

Likes

Geotagging

KEY METRICS

Number of monthly active Instagram users from January 2013 to September 2015 (in millions)

Sep '15

Dec '14

Mar '14

Sep '13

Jun '13

Feb '13

Jan '13

0 50 100 150 200 250 300 350 400 450

400

300

200

150

130

100

90

Number of users in millions

Share of global internet users actively using Instagram as of 4th quarter 2014, by age group

16-24 25-34 35-44 45-54 55-640.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

16%

12%

9%

7%

4%

Shar

e of

inte

rnet

use

rs

Instagram penetration rate in Canada as of January 2015, by age

18-34 35-44 45-54 55-64 65+0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

32%

19%

11%

4%

2%

Shar

e of

pop

ulat

ion

Frequency of Instagram usage in Canada as of January 2015, by region

More often than once a day

Once a day or so Once a week or so Once a month or so Less often than once a month

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

59%

% %

21% 20%

13%

36%

24%

8%

19%

28% 28%

18%16%

9%

41%

29%

7%

10%

13%

23%

18%

42%

17%

%

33%

23%

15%17%

13%

Atlantic Quebec Ontario Manitoba/Saskatchewan Alberta British Columbia

Shar

e of

Inst

agra

m u

sers

Frequency of Instagram usage in Canada as of January 2015, by language group

More often than once a day

Once a day or so Once a week or so Once a month or so Less often than once a month

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

30%

25%

19%

16%

10%

14%

35%

25%

7%

19%

Anglophone users Francophone users

Shar

e of

Inst

agra

m u

sers

BUSINESS CAPABILITIESCreate your

own hashtags & engage with

your followers

Sponsored contents for

specific areas

BUSINESS CAPABILITIESSponsored Ads• Companies were developing their own

Instagram campaign to promote their products to their followers.

• Sponsored posts are starting to pop all over our Instagram feeds since the company has been speeding up the rollout of Instagram ads in more countries and made them available to all advertisers.

Sponsored Ads

How Much Do Instagram Ads Cost?• Instagram ads are still in beta and not self-

served for now. This means that on the contrary to Facebook or Twitter ads, you can not set up campaigns nor buy ads yourself. You will have to go through one of their customer representatives.

• Instagram offers some kind of targeting for ads: location, gender and age (age is only known when a user signed for Instagram using Facebook.) If your product is age sensitive – e.g. alcohol brand – then your ads will only be shown to users for whom Instagram knows the age.

Sponsored Ads

• For now, brands with access to Instagram’s Sponsored posts remain an exclusive club, as the network focuses on meeting their honourable goal of incorporating ad content into the users’ Home Feeds as seamlessly and non-intrusively as possible.

• Instagram gives an example of brands whose Instagram strategy (and high profile, undoubtedly) has earned them the right to be visible on the Home Feed—with brands such as Levi’s, Macy’s, Ben & Jerry’s and Burberry among the chosen few.

A behind-the-scenes look

Customers interact with your product or service in person, so many of the selected brands use Instagram to reveal something

otherwise inaccessible to people outside the company. For

example, Burberry’s Instagram account is full of backstage photos from fashion shows, photoshoots, and even garment-making process

of their signature fabric prints.

A behind-the-scenes look

These photos are the customers’ backstage pass to your brand

culture, so you can also use them to tell the story or emphasize an

aspect of your work that you are particularly proud of. Levi’s, a

brand worn and loved by several generations, reminds their

Instagram followers of their history.

Inspiration source

Instagram was made for the primary purpose of sharing visually appealing

information, and the goal of each Instagram user is to make their

carefully composed and edited photo stand out in their followers’ Home

feeds. The same principle applies for brands: before the introduction of

Sponsored posts, after all, they were just another Instagram user (perhaps with a slightly higher-than-average follower count). Many brands make

use of branded hashtags, or hashtags associated with the lifestyle that

appeals to the brand’s target audience. Adidas, for example, shares these stunning views in preparation for the next winter sports season.

Inspiration source

Macy’s works with multiple brands, which can be seen as

both an advantage and a challenge: the department store company creates an opportunity to appeal to fashionista followers

by sharing outfit inspirations, using the official brand hashtags for items or the popular hashtags #ootd (“outfit of the day”) and

#tgif for greater exposure.

Customer Shares

Perhaps it’s the intimacy of having access to the photos in the palm of

your hand, but mobile users are more likely to interact with a brand on social mediathan those browsing social networks on their laptop or

desktop computer. Since Instagram doesn’t look like it’s giving up its deserved spot in the top 10 apps,

smart brands encourage consumers to share their Instagram photos with

their followers and the business. Ben & Jerry’s customers, for example,

share a first-person view of their ice cream flavour combinations by

including the brand’s Instagram handle in the description.

Customer Shares

Reposting photos taken by customers is a win-win for

everyone involved: the customer gets the visibility within the

brand’s high-volume following, and the brand gets both a default product testimony and visibility

among that user’s following.

Think outside the box

All is good for brands with physical products, such as fashionable clothing or appetizing ice cream, to show off on

their Instagram accounts. But what about brands who offer a service that

requires more thought on creative direction than just the choice of filter? PayPal, an online money transfer company, took this as a chance to show their ability to

experiment: PayPal’s Instagram account features established

photographers’ works to interpret “people-isms” given to them by the e-commerce brand. For a brand whose motto is “re-imagining money,” the power of imagination is evident in

their Instagram strategy.

• wersm.com/how-to-start-advertising-on-instagram/• www.statista.com• www.slideshare.net/VernaAbante/instagram-powerpoint-

15479435• instagram.com/press/• blog.hootsuite.com/everything-you-need-to-know-

instagram-ads/

Sources