Instagram Effects on Advertising
[Author’s Name]
Social media is the media used by people for interacting socially by using vastly reachable and accessible communication techniques. In other words, social media is the usage of web-based and/or mobile technologies for turning information into an interactive exchange of ideas. Thus, these websites and applications make it possible for the users to generate and share content or to involve themselves in social networking. A number of user-driven channels for inbound marketing are involved in social media. They include YouTube, Facebook, Instagram, Pinterest, and the list is endless. It is exceedingly important to note here that both social media and traditional media are different. There are several characteristics of social media that make it primarily different from traditional media like TV, radio, newspapers, books, magazines, and so on. The major difference among the two mediums is “the audience can participate in social media by adding comments or even editing the stories themselves” (Evan, 2008). Also, social media is currently the most translucent, interactive and attractive means of public relations.
In the contemporary era, the role played by social media is extremely crucial for getting the word out regarding a business, product, and/or service, no matter how big or small it is or what nature it has. There is no question about the fact that social media marketing has turned out as an extremely competent and efficient popular tool for companies of every nature and size. Social media and social networking are contributing as a major component for facilitating companies by aiding them offer exposure to the common man, regardless of his/her whereabouts, nationality, gender, socioeconomic status, and so on. Moreover, social media is also acting as a major platform that is providing innumerable opportunities for the companies for their growth and enhancement of the relationship with their potential buyers and the targeted public groups. LinkedIn, Twitter and Facebook fans are usually the ones who are mostly acquainted with the businesses out there in the external world. Products and services offered by the companies are being circulated within the people and their social circles through social networking sites. The usage of social engagement strategies has enabled the organizations to strengthen the relationship and association of account members with their ultimate connections. The reason organizations today are extremely excited about developing social media strategies is that they are able to get their products exposed to a wide populace. In addition, they get their products and/or services promoted within seconds and get new customers on an hourly basis.
In social networking hub, one of the most important social networks that have emerged in the recent years is Instagram. This efficient social network “allows users to take photos or videos from their mobile devices to share with the Instagram community or on Facebook, Twitter or other social networks” (Neher, 2014). In fact, it is a mobile application that can be installed by the users on their tablets and smart phones. The users can edit their Instagram-taken photos and videos by making use of various filters for making Instagram photos/videos look more appealing and vibrant.
The best thing about using Instagram is that it is totally free unless one wants to use its extensive advertising applications and features. An Instagram account can be activated by only providing a single valid email address. The active usability of this application has broken down all the barriers of age, nationality and gender. Another added advantage to the companies is that social networking through Instagram has enabled them to provide instant satisfaction to the target audience. Instagram can be used for sharing the pictorial email newsletters across the social networks and the images shared can open up a new audience and can finally generate a buzz every small business strive for at the initial level. When audiences are involved through Instagram, companies can get more benefits out of this amazing mobile application. Thus, Instagram can also be used as a tool by the companies for interaction with their customers. Thus, customer feedback may also be encouraged rather than posting pictures only. Koyal Wholesale is one of such companies that are using Instagram as an effective tool to interact with its audience. The Instagram account is used by the mentioned company for encouraging feedback from the customers, particularly when new products are introduced (Neher, 2014).
Instagram has several advantages for the promotion of a business. This is a major reason Instagram has affected the traditional advertising media that includes newspapers, TV, Radio, and magazines. Instagram is easy to use when compared with conventional advertising and marketing means. Therefore, it has increased the awareness about the products and services which in return has given a better understanding of customer perception and response of the brands. It has become simple for the companies and businesses to identify all sorts of positive and negative feedback and to consequently take applicable and quick measures. In addition, Instagram usage has also increased the customer base of brands/businesses that are utilizing this great mobile application. Moreover, the feedback of the customers can be used to identify the new features and new service or product opportunities in the business. The Instagram traffic has been routed successfully to the official websites of the companies for easy monitoring and measuring. Targeted and niche market can easily be identified using the additional features of the Instagram. In the long term, Instagram may also help in the development of the target marketing activities. Another popular way to engage customers via Instagram is that of Instagram contests. Businesses are using this way to encourage their users take photos and use a particular hashtag for entering into particular contests. It is worth-mentioning here that large companies like General Electric are using this way to get their customers involved.
Social media marketing and advertising through Instagram has also helped Pepsi in developing customer insight to a great extent. It would not be incorrect to state that Pepsi has been able to transform the digital experiences in support of its consumers in the most successful and unquestionable manner. PepsiCo has used DEWmocracy promotions on the social networking websites including Instagram to achieve the accurate feedback from customers. This experiment has made it possible for the stated company to create other varieties of beverages, particularly Mountain Dew brand. In addition to this, PepsiCo is also taking comprehensive measures for getting Gatorade a great recognition among sports lovers as it is an energy dring specifically created as a sports drink. PepsiCo is designing social media strategies so that Gatorade may be acknowledged as a major participatory product on Earth. In order to achieve this goal, a war room has also been created by PepsiCo in its marketing department for tracking the level of brand recognition on social networking websites. The analysis and tracking of the products and campaigns via data visualizations and dashboards that is custom-built. The obtained feedback from the social networking websites is gathered regularly and is then used to create better products (Payne & Frow, 2013). Instagram is going to have a tremendous impact on social marketing/advertising over the next few decades. However, companies need to understand that there are many cons of using the social media websites/application. When a company makes the decision of routing the updates via social networking channels, it is required to make management certain for the maintenance of public visibility. The company reputation becomes vulnerable on social media.
Social media is an important channel for brand recognition and reputation as well as marketing and advertisement. Therefore, when companies fail to engage with the customers in a positive way via social networking sites, they are not able to compete in the contemporary competitive market. It is exceedingly necessary to understand the pros and cons of advertising through social media.
References
Evans, D. (2008). Social Media Marketing: An Hour A Day. Indianapolis, Ind.: Wiley. Retrieved May 27, 2014 from http://books.google.com.pk/books?id=HCmlrmiMOxoC&printsec=frontcover&dq=Social+Media+Marketing:+An+Hour+a+Day&hl=en&sa=X&ei=lK6DU_rwGMKJ0AWOuIDADQ&ved=0CCwQ6AEwAA#v=onepage&q=Social%20Media%20Marketing%3A%20An%20Hour%20a%20Day&f=false
Miles, J. (2014). Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures. New York: McGraw-Hill Education. Retrieved May 27, 2014 from http://books.google.com.pk/books?id=Ed5rAAAAQBAJ&printsec=frontcover&dq=Instagram+Power:+Build+Your+Brand+and+Reach+More+Customers+with+the+Power+of+Pictures&hl=en&sa=X&ei=0a6DU8v_Nuqm0QWolYDwCQ&ved=0CCwQ6AEwAA#v=onepage&q=Instagram%20Power%3A%20Build%20Your%20Brand%20and%20Reach%20More%20Customers%20with%20the%20Power%20of%20Pictures&f=false
Neher, K. (2014). Visual Social Marketing for Dummies. Hoboken, NJ: John Wiley & Sons. Retrieved May 27, 2014 from http://books.google.com.pk/books?id=6-rOAgAAQBAJ&pg=PA10&dq=Visual+Social+Marketing+for+Dummies&hl=en&sa=X&ei=FK-DU5byDYGu0QXS4YCwDg&ved=0CCwQ6AEwAA#v=onepage&q=Visual%20Social%20Marketing%20for%20Dummies&f=false
Payne, A., & Frow, P. (2013). Strategic Customer Management: Integrating Relationship Marketing and CRM. New York: Cambridge University Press. Retrieved May 27, 2014 from http://books.google.com.pk/books?id=vAggAwAAQBAJ&printsec=frontcover&dq=Strategic+Customer+Management:+Integrating+Relationship+Marketing+and+CRM&hl=en&sa=X&ei=Na-DU9--HYOH0AW1y4GQCw&ved=0CCwQ6AEwAA#v=onepage&q=Strategic%20Customer%20Management%3A%20Integrating%20Relationship%20Marketing%20and%20CRM&f=false
