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The significance of the inclusion of the hashtag was the power and opportunity for hashtags to be created by brands and organizations. Indeed, the hashtag feature was designed with both users and brands in mind (Van Grove, 2011). Hashtags allowed brands to use Instagram as a platform for social media campaigns (Van Grove, 2011). Systrom believed it to be an “interesting” mechanism for larger brands to collect and generate content under specific tags (Van Grove, 2011). Instagram somewhat defined what a social media campaign on their platform would look like by partnering with companies before the launch of the hashtag feature (Van Grove, 2011). Campaigns deployed by Charity: Water, NPR, and Brisk Iced Tea were the first Instagram campaigns ever launched, but their methods are commonplace now. Charity:Water asked users to share images of water in their life with #charitywater, NPR reposted photos using the tags #love and #hate, and Brisk Iced Tea offered the first incentive of selected photos with the tag #briskpic to be featured on a limited edition can of Brisk (Van Grove, 2011). These three campaigns would set the tone for what Instagram can do to solidify brand identities and campaigns. Because Instagram was working with them to illustrate brand possibilities, the idea of creating a brand identity and connecting users through specific topics of interest was not an inherently organic idea. With Instagram guiding what marketing on their platform would look like, brand marketing focused on content and quickly developed into content marketing by brands and users. This was the beginning of companies seeking to control brand conversation and identity via Instagram, and the campaigns widely consisted of user generated content and unpaid posts. As the application grew in use, Instagram brand promotion became an 9PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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