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months later, the amount of registered users tripled to 30 million (Digital Buzz, 2012). Facebook acquired Instagram in April 2012 for $1 billion. Instagram continued to grow by 23% while Facebook only grew by 3% (Digital Trends, 2013). In December 2014, Instagram co-founder Kevin Systrom announced that Instagram has 300 million users accessing the site per month. When looking at the demographics of Instagram users, over 90% of the users are under the age of 35. Business Insider states that Instagram is largely made up of urban, youthful demographics with a significant skew toward women. Specifically, 68% of the users are female and 32% are male. With the heavy use of Instagram, companies have found this to be new niche for marketing. Marketing via Social Media Social media marketing (SMM) can be defined as a form of Internet marketing that utilizes social networking websites as a marketing tool (Rouse, 2011). It has become the newest form of marketing and advertising for companies. Rouse (2011) states that the goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. This type of marketing is done through various social media websites such as Facebook, Twitter, Instagram and more to promote website traffic and engage users. Successful social media marketing is done when companies create content that attract an audience and others share it on their social media outlets. The process of sharing content with others is called eWoM. Electronic word of mouth (eWoM) can be defined as any statement based on positive, neutral, or negative experiences made by potential, actual, or former consumers about a product, service, brand, or company, which is made available to a multitude of people and institutions via the Internet (Henning-Thurau, 2004). Due to this new form of word of mouth, we have a larger Ha 5PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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