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Figure 8: Instagram account feed of @uptoseconds, @kaptenandson & @monki Another element is icon. On Instagram, they are emoji. Emoji are ideograms and smileys used in electronic messages and Web pages. Each brand will use this one in the caption below their photo, one creative way to visualize the texts. It is studied that brands are us- ing emoji more than ever; it is used 35 per cent of the captions. The heart emoji have stroked the most engagement (Valinsky 2016). Example here is Monki, clothing brand from parent company H&M, they use two emoji in the profile showing they are a curious, interesting, cool and funky person. Lastly, hash tag is a word or phrase come before by a hash or pound sign (#) and used to identify messages on a specific topic. Even though it consists of words mostly, this ele- ment can also have a strong effect on the visual of a brand. There are certain groups of hash tags that are popular on Instagram and actually make the post reach more audience. However, brand should not put an unreasonable big amount of hash tags under the post in order to look amateurish in followers’ eyes. Moreover, each hash tag should be invent- ed or reused in align with the brand message. Popular hash tags are carefully considered when to use if they are not directly related to neither the picture nor the brand itself. Unique and outstanding own hash tag of a brand takes time to drive attention among fol- lowers and needs a concrete plan on that. All in all, the elements above are playing an important role in the visualization for a brand, especially if it is in the beauty/fashion indus- try. 13PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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