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3 Instagram marketing This chapter will concentrate more deeply to Instagram and how it can be used effectively as a part of the company’s social media marketing strategy. The chapter will present the different objectives of Instagram marketing and how to use them efficiently in business communication and marketing. The following chapter will also discuss what not to do and what to avoid when creating content and communicating on Instagram. 3.1 Instagram in a nutshell The cofounders Mike Krieger and Kevin Systrom launched Instagram in October 2010. Instagram was the first social networking site born mobile. While other social media sites have a mobile application, Instagram was exclusively created for mobile usage. This new application became a hit instantly. After only one month it had a million users. (Bertoni, 2012, Malin 2014, Miles 2014.) In April 2012, another social networking site Facebook bought Instagram and is now the parent company of the application (Klie 2015). In general, Instagram is a free app that allows you to post pictures and videos (Wood, C. 2015). Like Pinterest, Instagram is not based on conversation, which makes it “social media lite”. This makes it much more achievable compared with a conversation-intensive platform like Facebook or Twitter. (Miles 2014, 11.) Anyone can create an account on Instagram to start sharing content and follow other indi- viduals, celebrities, companies and brands (Trong, 2014). Instagram has two primary fea- tures; it allows users to edit their photos and create beautiful images and it functions as a social network for image sharing. (Neher 2013, 64). Instagram allows users to (Trong, 2014, Rohrs 2014, 164): • take a picture or a video • change the look and feel of the media by choosing filters • add a description • add a hashtag • tag people in their photos and videos, • geotag their photos and videos, • search and browse other people’s images and videos, • like, comment, or share other people’s images and videos, and 11PDF Image | Successful social media marketing on Instagram Minoshoes
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