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2 Instagram Branding There is an English idiom: “A picture is worth a thousand words” meaning that a complex definition of something can be explained simply and easily by a single picture. In this chapter, the main concepts will be discussed in depth to find out the reason why an Insta- gram post is worth more than a thousand words. 2.1 Instagram Instagram (portmanteau of Instant Telegram) is a mobile application that allows mobile users to take, upload, and edit photos and videos. Instagram also has social networking services that users are able to share the contents to the followers or a circle of people, like or comment in others’ post. It is the first social network that grew to massive scale without a desktop version (Miles 2014,12.) Instagram emerges from “nice-to-have” to “need-to- have” for the leading social marketers. It is no longer just a photo-posting platform aimed at teens. In business, Instagram is regarded as “the King of Social Engagement”. Forrest- er study found that top brands’ Instagram posts brought about a per-follower engagement rate of 4.21%. It literally means “Instagram delivered these brands 58 times more en- gagement per follower than Facebook, and 120 times more engagement per follower than Twitter.” (Elliott April 29 2014.) Moreover, it is studied that comparing marketers spending 40+ hours per week on social media with marketers investing less than 6 hours per week, they are 42 per cent more focused on Instagram (Stelzner 2015, 27.) It is undoubtedly that Instagram is worth the investment. In order to understand the interface of Instagram, screenshots below will show an accurately detailed look. The example here is the Insta- gram account @bubblestokyo, a clothing brand based in Tokyo, Japan. As of May 2016, Instagram changed the “infamous” logo and adjust the interface inside the app. 7PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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