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The Power of Instagram

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POWER OF PICTURE


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80% OF THE BRAIN IS DEDICATED TO VISUAL PROCESSING


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PHOTOS ARE THE MOST SHARED ON FACEBOOK 87% 4% Photo 4% 3% 2% Link Album Video Status Source: eMarketer


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POWER OF INSTAGRAM


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Launch 2010 Kevin Systrom CEO and Co-Founder @kevin


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MOBILE APP


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FILTERS


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TAKING PEOPLE WITH YOU/ TELL A STORY


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300.000.000 70% OUTSIDE THE U.S. (April 2015: 69 Million on Facebook) (Instagram, December 2014)


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1.4 MILLION USERS (NewCom, February 2014)


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2.3 MILLION 1.1 MILLION / FEB 2014 PEOPLE LIKING INSTAGRAM ON FACEBOOK IN THE NETHERLANDS


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DEMOGRAPHICS IN THE NETHERLANDS (GENERATED FROM FACEBOOK LIKES) 13 - 17 years 11.3% 21.5% 13.9% Male 18 - 29 years Female 30 - 40 years 41+ years 53.3% 42% 58%


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HIGH ENGAGED COMMUNITY


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INSTAGRAM USERS LOVE TO CREATE NEW CONTENT DAILY 30 BILLION PHOTOS SHARED IN TOTAL


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2.5 BILLION DAILY LIKES 70 MILLION PHOTOS PER DAY


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35 LIKES AVERAGE PER POST


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GUESS WHICH CELEBRITY POSTED THE MOST LIKED PHOTO?


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2.5 MILLION MOST LIKED PHOTO ON INSTAGRAM


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QUESTION!


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WHY?


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CONSUMER SHIFT


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DESIRE


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@GOPRO


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BE WHERE YOUR CUSTOMERS ARE


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ENGAGEMENT > Source: Forrester


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DO’S & DONT'S


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CONTENT


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#TRAVELLING #FOOD #FASHION


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Do’s & Don’ts @IVETESANGALO


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@CITIZENM


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@HEMANEDERLAND


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TIMING


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5PM 7PM


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FILTERS


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VIDEOS


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Do’s & Don’ts ○ Videos? MYSTERYLAND EXAMPLE


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Do’s & Don’ts ○ Videos? MYSTERYLAND EXAMPLE


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Do’s & Don’ts ○ Videos? MYSTERYLAND EXAMPLE


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Do’s & Don’ts ○ Videos? MYSTERYLAND EXAMPLE


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CONTENT CHECKLIST #CONSISTENCY #FREQUENCY #TIMING #FILTERS #LINKS #VIDEO


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PROMOTE


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GEOLOCATION TAGGING HASHTAG


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HASHTAGS


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#DON’TBESPAMMY


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ENGAGE


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INFLUENCERS


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BRANDED CONTENT INSTAGRAM ADVERTISING BY POPULAIR INFLUENCERS. ▪ Branded content by influencers ▪ > 250 Instagram influencers ▪ > 2.000.000 followers ▪ M/V 17 t/m 35 jaar ▪ Pay per Instagram share ▪ Photo of Instagram video ▪ Products send to the influencers Interest: Beauty, Fashion, Lifestyle, Food, Gadgets “We connect brands & influencers”


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BRANDED CONTENT JUST A FEW OF OUR INSTAGRAM INFLUENCERS. Insides: >250 Instagram influencers, > 2 miljoen followers, 50.000 likes per week


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CASE OREO BRANDED CONTENT FOR OREO SNACKHACK (VIDEOS).


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CASE OREO


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CASE OREO #OREOSNACKHACKNL 27 instagram videos created by 12 influencers > 104 K likes, 5.3 K comments, 98% positive sentiment


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PROMOTE CHECKLIST #ADS #GEOLOCATION #TAG PEOPLE #HASHTAG #ENGAGE #INFLUENCERS


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USER GENERATED CONTENT


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70 MILLION PHOTOS SHARED EVERYDAY DAY


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PUBLIC & HASHTAGS


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© ©


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PRIVACY COPYRIGHT TERMS OF USE


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CONTESTS PERMISSIBLE WITH #?


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WHAT ABOUT CROSS CHANNEL?


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LEGAL CLAIM WHAT TO DO?


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RISKS? $ BAD PRESS


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LEGAL CHECKLIST #COPYRIGHT & PRIVACY #CONSENT #TERMS AND CONDITIONS #NOTICE AND TAKEDOWN


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@AUSTRALIA


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BE PROACTIVE


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CONTESTS


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GOAL Attract new international students to VU University through Instagram photo’s shared by current students.


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TARGET GROUPS We targeted 1.000 current VU International Students on Facebook and by email


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652 PHOTOS 324 CONTRIBUTORS 11.519 LIKES ON PHOTOS 663 COMMENTS ON PHOTOS JULY 6th


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BEYOND ONLINE


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Case Ivete Sangalo


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USC CHECKLIST #POWER THE PEOPLE #COPYRIGHT #CONTESTS #PROACTIVE #BEYOND INSTAGRAM #BEYOND ONLINE


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#HUPHOLLANDHUP


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41.473 Total posts on Instagram with the Hashtag #HupHollandHup *


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56% 23.350 Public Posts 44% 18.123 Private Posts *


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23.350 Total public posts on Instagram with the Hashtag #HupHollandHup *


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22.408 Public posts during the World Cup 2014 *


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How People Reacted on Each Match Based on Public Posts *


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1.2M Likes on #HupHollandHup public posts *


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53K Comments on #HupHollandHup public posts *


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18.267 Contributors *


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#HEMA


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TOTAL POSTS 70.822 → 135.909 92% Growth August 2014 vs April 2015


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PUBLIC POSTS 8.425 → 26.445 213% Growth July 2012 - July 2013 vs July 2013 vs July 2014


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#ALBERTHEIJN


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Total Posts 13.495 → 21.249 57% Growth August 2014 vs April 2015


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Public Posts 2.283 → 4.116 80% Growth July 2012 - July 2013 vs July 2013 - July 2014


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#koningsdag (21.384) #koninginnedag (7.339)


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2015? 44.355


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#Party for you and 10 #colleagues


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