As Instagram
hits 90 million ‘active’ monthly users, Waseem Saddique Marketing Services
investigates how businesses can use the latest up and coming social media tool
to enhance online marketing efforts.
What’s Instagram?
Instagram is
a free mobile photo-sharing application which has recently reached 90 million
active users with this figure expected to rise continuously.
Waseem
Saddique states: “Official statistics, released by ‘Instagram’, reveal that 40
million photos are uploaded onto its site every day, it generates 8500 likes
and 1000 comments per second via Facebook and Instagram now ranks in the top 10
most ‘actively’ used social networking sites in the world, coming in at number
six.”
What’s the hype?
What is most
notable about the rise in prominence of Instagram is the sudden surge of
engagement that has occurred across the Instagram network.
Previous
figures released show that the social networking site only used to generate 81
comments per second, but now it generates 1000. That represents a staggering
increase of 1134%.
Likewise the
network only used to generate 575 likes per second, but this has increased
significantly to 8500, representing a whopping increase of 1378%.
How can Instagram help businesses?
WaseemSaddique comments: “Instagram is a photo rich networking site and ideal for
displaying products before a network of 90 million monthly users. The potential
in terms of advertising and promoting a product could lead to unprecedented
interest.”
The concept
of Instagram is most favourable for businesses that have products to promote.
Interestingly, large corporate companies such as Argos and other ‘catalogue’
stores, which sell a substantial amount of products, have embraced Instagram and
utilised it very inventively in order to entice customers by displaying how
products work and how they look.
Whilst
Instagram is arguably favoured more by product related businesses, those
companies that offer services have also found a use for Instagram, just on a
lesser scale, but still with an innovative approach.
Most
‘service’ focussed companies have used Instagram to provide a ‘behind the
scenes’ look at their company, effectively putting a face to the name. This
involves displaying pictures of employees, the company office and the very
creative upload pictures of a typical day in the office giving customers an
intimate insight into business operations.
What
businesses should be aware of is that Instagram is owned by Facebook, having
been bought by the world’s largest social networking site in April 2012. This
is also another plus point for companies as any engagement on Instagram can be linked in with Facebook
if a business has a presence on the social media site. Furthermore, the photos
on Instagram are also compatible with Twitter providing further exposure across
social networking platforms.
Waseem
Saddique concludes: “The biggest attraction for businesses that use Instagram
is that it allows opportunity for a much more intimate level of engagement with customers and clients. The
fact that it is free to consumers makes it accessible to all and attracts huge
levels of attention. Furthermore, as is a mobile app, available on all
smartphones and tablets, consumers constantly have access to up-to-date photo
feeds 24/7.”
Instagram
works as an effective marketing tool for businesses on so many levels. There is
a ready-made consumer audience for businesses to target, keeping product images
firmly in the customer spotlight whilst they are on the go. As Instagram is a
mobile app, a world-wide picture gallery is instantly available in the palm of
the hand and images do not expire, once uploaded they are permanent unless
removed by those that uploaded the image(s).
The power of
the picture is infinite and provokes intrigue and impulse, particularly when it
comes to products, therefore making Instagram instantly impactful.
