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pictures on the walls inside their caves. It is easier and faster to process an image than text, audio or video. It was proven by a MIT study that it takes only 13 milliseconds for human eye to process an image. With the fast growing of social platforms with millions of brands, they are trying to attach the customers by all means. As a customer, you are crav- ing for a visual content that helps you filter out the noise. If the image attracts attention, entertains and/or provides value, it will drive engagement. (Meyerson 2015, 85.) Visual Iden;y Logo Name Tagline Graphics style Colors paleKe Icons Hashtags Figure 6: Instagram visual identity elements & Visual content continuum On the left side are the elements of Instagram visual identity that developed from the Fig- ure 5: Social Media Branding. First of all, logo can consist the visual depiction of compa- ny’s letter and/or the symbol. It is the visible symbol of the company. (Diamond 2013, 193; Miles 2014, 108.) Logo is usually displayed as Instagram profile picture, the first picture in a circle shape at the top left of an Instagram account. Name needs to be paid attention at the beginning of business. It can help people remember, be interested and talk about the brand or it can be neglected if it is bad or hard to pronounce. Tagline is usually a few lines under the profile picture, providing an opportunity to give customers a hint of what kind of personality a brand is or your company’s statement/slogan; or it simply explains what the brand is about. Color palette is usually the main color of photos that were chosen to be displayed in the photos throughout a certain period of time. For example, the color palette of Instagram account @floralpunk – jewelry and accessories from Vietnam is mostly white 11PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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