instagram's affect on society

Instagram's Affect On Society

By: Read Copeland

SocialMedia

Social Media has become the most

affective medium to reach intended

audiences and desired consumers.

Instagram as of late, has become one of

the most popular forms of Social Media.

Users are constantly absorbing different

content from different producers, such

as the individuals they follow and the

pages that they are interested in.

About Instagram

COM P AN Y . C OM

What isInstagram?

Instagram is a social media sight that

allows its users to share content such as

videos and pictures with their followers.

It also enables the user to follow people

and pages that they are interested in.

What is Instagram?

"Instagram, a community of more than

500 million who capture and share the

world's moments on the service."

(Instagram, 2017)

"Instagram had become a home for

visual storytelling for everyone from

celebrities, newsrooms and brands, to

teens, musicians and anyone with a

creative passion." (Instagram, 2017)

The Facts There are over 500 million active

monthly users

40 billion photos have been shared to

date, with an average of 95 million

posts a day

4.2 Billion posts are liked per day

(Parker, 2016)

The Facts "Instagram is used by 48.8% of brands

- a number that is expected to rise to

70.7% by 2017" (Parker, 2016)

Post with a least one hashtag average

12.6% more engagement than posts

without

(Parker, 2016)

Paid Media, Owned Media, Earned Media

DIFFERENT TYPES OF MEDIA ON INSTAGRAM

PaidMedia

Media that is paid for to boost the

brands exposure to individuals who

are unfamiliar with it

This type of media can work on large

scale as it is easily controlled (Bennett,

2014)

For example, a company might pay for

a sponsored ad on Instagram so it

come up into peoples feeds, typically

these are catered to the individuals

preferences

PaidMedia

Another example of paid media seen

on Instagram is companies paying

social influencers and celebrities to

endorse their products and put them

in their posts to gain attention

Social influencers can even be paid

upwards of $15,000 per sponsored post

depending on their following.

(Rutherford-Morrison, 2015)

Media that is gained by consumers

generating buzz about the brand or

product in response to shared content

or voluntary mentions

Target audience is earned media, ad

the brands fans generate authentic

responses and awareness (Bennett,

2014)

OwnedMedia

OwnedMedia

Media that is gained by consumers

generating buzz about the brand or

product in response to shared content

or voluntary mentions

Target audience is earned media, ad

the brands fans generate authentic

responses and awareness (Bennett,

2014)

OwnedMedia

An example of owned media is users of

Instagram. These people create buzz

over companies products by putting

them in their posts and talking about

them

Once can tag the company or brand in

their posts, and use hostages about

the company to create buzz

EarnedMedia

Media that is created and controlled,

and is owned by the brand itself

This media is presented to current,

new, and potential customers creating

long term relationships between the

customers and brands (Bennett, 2014)

Examples of owned media would be a

brands personal Instagram page where

they promote their own image

BRAND APPEARANCE ON SOCIAL MEDIA

It is important for brands to maintain a

certain image for their followers.

Brands need to post consistently to keep

their followers interested and connected

to their brand

55% of brands post 1.5 times per day

(DeMers, 2015)

Top brands post 4.9 times per weeks

on Instagram, an increase of more

than 50% since 2015 (Parker, 2016)

Maintainingtheir Image

It is important for brands to put out

similar content that followers are

interested in

Instagram pages stick to themes that

represent what they stand for as a

company and brand (DeMers, 2015)

60% of the top brands on Instagram

use a consistent filter on their pictures

(Parker, 2016)

Keys toSuccess

The Key to successful content channel is

having engaging content that is relevant,

valuable, and that uses all available data

to personalize users

experience. (Rutherford-Morrison, 2015)

The use of analytics has become crucial

for companies reaching their audiences

"The most successful companies use

analytics to understand how well they

generate demand and the quality of

the customer experience they

provide" (DeMers, 2015)

Keys toSuccess

Content needs to be:

Searchable

Sharable

Specialized

Sustainable

Supportive

(Toole)

Importanceof Native

Advertising

"The most important thing in terms of

native ads within social media is that

they are interesting yet entertaining

to the viewer or consumer." (Matrix,

2017)

Native ads are integrated into the

experience of the media, rather than

an interruption. (Matrix, 2017)

Importanceof Native

Advertising

It is important that the ad does not try

to trick the consumer.

The most important thing about a

native ad, is that the consumer comes

away having found something that is

interesting and entertaining (Matrix,

2017)

Works CitedBennett, S. (2014). Paid, Owned and Earned Media: What's the Difference?

[INFOGRAPHIC]. Adweek. Retrieved from, http://www.adweek.com/digital/paid-owned-

earned-media-meaning/

DeMers, J. (2015, December 11). 10 Instagram marketing strategies every brand needs to

know. Forbes. Retrieved from,

https://www.forbes.com/sites/jaysondemers/2015/12/11/10-instagram-marketing-

strategies-every-brand-needs-to-know/#fde03cb3d3b1

Instagram. (2017). About us – Instagram. Instagram. Retrieved

from https://www.instagram.com/about/us/

Matrix, Sidneyeve. (January 23, 2017). Module 2 Lecture 2: Promotional Media. Retrieved

from, https://onq.queensu.ca/d2l/le/content/71613/Home

Works CitedParker, Sydney. (2016). A Long List of Instagram Statistics That Marketers Need to Know.

Hootsuite. Retrieved from, https://blog.hootsuite.com/instagram-statistics/

Rutherford-Morrison, Lara. (December 2, 2015). How do Instagram Stars Make Money?

Here’s What Goes on Behind All the Valencia. Bustle. Retrieved from,

https://www.bustle.com/articles/127110-how-do-instagram-stars-make-money-heres-

what-goes-on-behind-all-the-valencia

Toole, Catherine. Brands as publishers: inside the content marketing trend. Curve.

Retrieved from, http://curve.gettyimages.com/article/brands-as-publishers-inside-the-

content-marketing-trend

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