Instagram for business project

1. SOCIAL MEDIA AND
COMMUNICATIONS
YALIN KAYA
PROJECT - 1

2. Table of Contents
• Presentation of the social media platform
• Usage of the social media platform
• Key metrics
• Business capabilities
• Advertising capabilities
• Case studies

3. 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.

4. 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.

5. 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.

6. Mission and Vision
Vision
• 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.

7. 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

8. KEY METRICS

9. Number of monthly active Instagram users from January 2013 to
September 2015 (in millions)
400
300
200
150
130
100
90
0 50 100 150 200 250 300 350 400 450
Sep '15
Dec '14
Mar '14
Sep '13
Jun '13
Feb '13
Jan '13
Number of users in millions

10. Share of global internet users actively using Instagram as of 4th quarter
2014, by age group
16%
12%
9%
7%
4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
16-24 25-34 35-44 45-54 55-64
Shareofinternetusers

11. Instagram penetration rate in Canada as of January 2015, by age
32%
19%
11%
4%
2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
18-34 35-44 45-54 55-64 65+
Shareofpopulation

12. Frequency of Instagram usage in Canada as of January 2015, by region
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%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
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
ShareofInstagramusers
Atlantic Quebec Ontario Manitoba/Saskatchewan Alberta British Columbia

13. Frequency of Instagram usage in Canada as of January 2015, by language group
30%
25%
19%
16%
10%
14%
35%
25%
7%
19%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
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
ShareofInstagramusers
Anglophone users Francophone users

15. BUSINESS CAPABILITIES
Create your own
hashtags &
engage with your
followers
Sponsored contents
for specific areas

16. BUSINESS CAPABILITIES
Sponsored 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

22. 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.

23. 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.

24. 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.

25. 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.

26. • 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