We all know the picture-sharing phenomenon of today that is Instagram. With over 200 million monthly active users, and an additional 20 billion photos already shared on the app, it’s a gold mine for user engagement. Recognizing this trend, brands have started to dive into the Instagram landscape, using it as a new method for connecting with loyal brand followers. Michael Kors created the first advertisement on Instagram back in November of 2013. Since then, we’ve seen quite a valiant effort by brands to form some kind of unique strategy on the social sharing platform; but can they be successful?
Brands typically utilize technology applications to publish their messages on social media platforms such as Facebook and Twitter. Services like Hootsuite were created to ease the process of posting on these social handles. Instagram, however, has yet to adopt any kind of publishing API; so photo sharing on the app has remained a manual process.
What does this all mean though? It’s quite simple, really. Many of the world’s largest, most successful brands are sharing photos through their mobile devices. Simple right? It doesn’t stop with the click of a post, though. There are many questions to be addressed. For example, are your posts actually creating positive engagement, fueling your business and meeting your KPI’s? Without the technology to measure these activities, the manual process extends into tracking comments and likes, and keeping count of the brands followers are actively engaging with.
People love connecting through Instagram. If brands are going to survive on the platform, and perform at their highest engagement abilities, Instagram may need to reconsider the publishing process for the future.