Facebook acquired instagram in september 2012 for

Info icon This preview shows pages 29–32. Sign up to view the full content.

Facebook acquired Instagram in September 2012 for USD$1 billion. Instagram now has 500 million active users * Instagram is among the most simple of the social media networks available to individuals and organisations. The service is an application for smartphones that enables users to edit photographs using built-in filters and share these photographs with a network of Instagram followers. Particularly suited to brands in ‘visual’ industries (e.g., fashion and architecture), Instagram enables users to apply creativity and emotion within coherent narratives to stand out from the competition. According to a blog post by owner Facebook in October 2015, over 400 campaigns had run globally on Instagram, with an average ad recall lift of 17 points (2.8 times higher than other online advertising)16. In March 2016, Instagram developed a new algorithm which changed the way users would view Instagram posts in their feed. Rather than viewing posts in the order in when they were posted (most recent to oldest), users now view their posts ordered by the moments users care about the most. Instagram offers a wide range of features to help individuals and organisations express themselves through imagery:
Image of page 29

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

23 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 f Post photos and video Instagram users are able to take a photo using their mobile and then immediately upload it onto Instagram, or upload an image meticulously crafted online via visual creation tools and applications. Instagram also allows users to record and share videos lasting up to 15 seconds. Advertisers can also now run paid video ads on the social network of up to 30 seconds in length. f Stories Instagram stories is the latest Instagram feature which almost perfectly imitates the ‘My Story’ feature on Snapchat. Users can share photos, videos, and camera hyper lapses with their followers before they disappear after 24 hours of being posted. However, there are methods to save and download a user’s own Instagram Story. To enhance the enjoyment of the feature, Instagram has allowed users to edit the photo/s and video before posting by including additional text, filters, or drawing. First-mover businesses adopting the new feature have found it to assist in brand promotion and the generation of brand awareness. Users can also observe how many views their stories have obtained by tracking a view counter which also names the individuals who have viewed the user’s stories. As this is the first version of Instagram Stories, users can expect many more updates and features in the future. f Filters
Image of page 30
24 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Instagram offers a number of photographic filters that users can apply to their photographs or videos. When applied, these filters can increase or decrease the image’s exposure or contrast, shift colour spectrums, and include shadows and fades.
Image of page 31

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 32
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '17

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern