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Exclusivity Love Community Desire Instant gra;fica;on Urgency Greed Involvement or ownership Jus;fying the purchase Desire to belong Desire to collect Storytelling Curiosity Figure 11: 12 common buying triggers found on Instagram (Miles 2014, 84-87) “Love” is a common reaction to an image on Instagram. A heart shape will appear in the middle of picture when followers tap the button love or tap twice onto the image. Brands always need to think of the product image or the similar content that people can fall in love with. Places, food, clothing, puppies and products are common things that people love. The things people had, are having and want to have in the future will catch attention. Fol- lowers continually love something. “Desire” to own things, to meet someone attractive and inspiring, or to be noticed are the natural aspiration that people have. Brand usually builds up the interest, makes it become desire, and then finally bring it up to a new level where followers can only satisfy by purchasing them. That is when followers become cus- tomers. “Involvement or ownership” means that building a following of strong advocates on a personal involvement and even ownership of the brand will help it succeed. By sharing behind-the-scene view, a deeper level of involvement will help followers feel involved and want to stay longer or visit back. “Justifying the purchase”: people need excuse to make decisions on buying something. Whether it is a limited sale time, an exclusive dis- count that only Instagram followers can get or an extremely creatively beautiful image of 20PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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