Analysis of Instagram as a Digital Marketing Tool.

1. Presented by
Christine Ma

2. History
"Fast beautiful photo sharing"
Instagram is a free iPhone app launched in 2010 by
developer Kevin Systrom. The app allows users to add
vintage camera filters and frame to photos on their phone.
The modified photos can then be posted on social media
sites like Facebook and Twitter and emailed with a
description and a geographically positioned location.

3. History
The appeal of the program is that it allows users to
quickly take a photo, play with it, and then share their
work with friends.

4. Target Group
Demographically:
15-40 years
old, single, students
usually, and lives in an
urban area.
Psychographically:
Digitally and socially
connected.
Interested in:
Art, fashion, music and
photography.

5. Target Group
Students can add effects to
“beautify” their snapshots
without the use of a dark
room, expensive lenses or
Photoshop.
For the hobbyist
photographer, you can take
photos at tight angles or
impromptu moments
because your phone is
always with you.

6. Brand Building
Celebrities and companies use Instagram to share
photos and get exposure.
Mobile phones are used everyday by people
looking for entertainment. For a brand, they want
users who will be seeking out entertainment to
subscribe to the brand’s page for current news or
personal glimpses into a celebrity’s life posted
online moments after they were taken.

7. Brand Building
Kathy Griffin gives her Out-of-Home exposure some online
exposure while Channing Tatum shows his dance moves.

8. Consumer Engagement
Building a network of followers will increase your chances
that a photos will end up on the popular page. "Action-
text" photos get viewers to "like" photos.

9. Consumer Engagement
Weekend Hashtags builds community photo competitions.
InstaMeets builds real-life friendships.

10. Communication Plan Role
As part of a communications plan, Instagram can
direct people towards official company
websites, Facebook and where to get more
information.
By posting photos of a product, it becomes another
form of advertising as viewers see the photo and
creative buzz for it when it is “liked” and its action is
posted in the news feed of friends of that viewer.
Those friends may want to go to check out what the
photo that was “liked” is, and may themselves “like”
the photo, creating a chain of positive results for a
brand.

11. Communication Plan Role
Audi posts photos of their cars in action to show that they
are a fun and cutting-edge brand.

12. Data Gathering Tools
See how many “likes” a photo received and
whether it gains enough “likes” to show up on the
popular page of Instagram.
Another method of measuring how well Instagram
does is to see how many other photos appear
when a specific hashtag (#word) relating to your
brand or campaign is used. If a lot of other photos
use the same hashtag, then it’s a good indication
that your brand has high awareness with
consumers so that they remember to include it with
their photos.

13. Case Study: channingtatumunwrapped
Actor, Channing Tatum’s used his Instagram account
“Channintatumunwrapped” to actively promote his
newest movie “21 Jump Street”.

14. Case Study: Engagement
A ticket contest and online events were promoted.

15. Case Study: Results
Tatum's photos have been “liked” from 2-3000 times and
his dance rehearsal photo reached 4622 “likes”.

16. Glossary of Terms
RSS (real simple syndication) – Instagram’s newsfeed is like an
RSS in that it gathers all the posts from Instagram accounts that
you want to subscribe to all on one page in a real time order as
they are updated.
Search engine – The app has a search engine where you can
find photos of things you want to see more of. Hashtags used
on Instagram photos can also be used to see what is popular
online by seeing how many photos are tagged with the same
hashtag.
Social media – Instagram photos are shared and liked by
viewers using the app.
Smart phones – Instagram works with the photos on Apple
iPhones and soon on Android mobile phones.

17. Sources
Fuld, Hillel. “5 Things Instagram Got Right That Others Before Couldn’t.”
<blog.appboy.com/2010/10/5-things-instagram-got-right-that-others-before-it-
couldnt/> Appboy.com. October 15, 2010.
Ha, Anthony. “Instagram CEO Talks Advertising and Growth: Startup aims to turn photos
into an 'entertainment platform’.”
<http://www.adweek.com/news/technology/instagram- ceo-talks-advertising-and-
growth-135274> Adweek.com. September 27, 2011.
“Instagram FAQ: What is Instagram?” <http://instagr.am/about/faq/> Instagram.com. 2011.
“Instameets.” <http://blog.instagram.com/instameets> Instagram.com.
“Introducing Hashtags on Instagram.”
<http://blog.instagram.com/post/8755963247/introducing-hashtags-on-instagram>
Instagram.com. January 26, 2011.
“Weekend Hashtag Project: #rustingaway.” <http://blog.instagram.com/tagged/weekend-
hashtag- project> Instagram.com. 2011.