Facebook turned heads and raised eyebrows with its purchase of Instagram for a whopping $1 billion in 2012. Few question

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Facebook turned heads and raised eyebrows with its purchase of
Instagram for a whopping $1 billion in 2012. Few question the logic
of the acquisition today. At
the time, Instagram only had 30 million active users, but that
number has grown explosively to over 1 billion, at a time when
Facebook’s own growth has stagnated and its popularity with younger
people has waned. Instagram’s core business is still as a social
network, making the two companies a logical fit, but Instagram’s
unique image-driven format makes it a unique experience both for
users as well as advertisers, who are seizing the opportunity to
extend their marketing and branding efforts in creative and
appealing ways. Instagram has overtaken Facebook and Twitter as the
most popular social network for teens and the coveted millennial
demographic, with about one-third of teenagers in the United
States citing it as their most important social network. Two-thirds
of Instagram users are female, and Instagram users tend to be
urban and college-educated. The premise is simple—users take photos
or short videos that are immediately visible to friends, applying
filters and other techniques to make them more visually appealing
as well as text and hashtags. Just like Facebook, Instagram posts
allow other users to ‘like’ them. Instagram’s interface is clean,
simplistic, and most importantly extremely fast. In many ways,
Instagram is more suitable to mobile social networking than
Facebook itself—while on the go, it’s easier to view and engage
with an image than it is with the blocks of text that often appear
on Facebook, where the many different types of content make for a
less streamlined experience. The world’s ongoing shift from desktop
to mobile is excellent news for Instagram. Advertisers have long
understood the power of evocative images, and Instagram is doing
its best to offer them a multitude of ways to use these types of
images to connect with its user base. Instagram began selling
advertising in 2013 and its ad revenues have grown so rapidly that
they reached over $12 billion in 2019. Instagram’s $1 billion price
tag looks awfully cheap in hindsight. Instagram offers
direct-response advertisements that take users to a specified link
when they tap or click the ad, as well as more interactive
advertisements that allow users to customize a product without
leaving Instagram. Some advertisements are images, some are videos,
and others are a bit of both— known as “cinemagraphs,” these
advertisements are essentially high quality versions of .gif files.
Newer products like Carousel, which is featured in the video, allow
brands to offer even more information to Instagram users who engage
with advertising. By swiping left on Carousel ads, users can view a
series of images in sequence as opposed to one individual ad. One
Carousel ad might show off multiple features of a product, while
another might tell a story or show a transition, such as multiple
ingredients becoming a full meal. Instagram’s challenge is to
introduce these ads without diluting the social networking
experience its increasingly large user base has come to love
1. Why is it useful to have an Instagram Business profile?
2. What some ways a business can use Instagram Live?
3. What is a Shoppable Instagram Gallery?