Instagram is rapidly becoming one of the most popular social media platforms with over 150 million active users (Statista, 2017). The amount of users continues to increase. In the past five years, the application has been a useful marketing tool for top brands looking to influence more consumers at a time.
Graph depicting growth in users from 2016 to 2017
One way brands have been reaching more of their target market is by using ‘influencers’ to promote product in one of their Instagram posts. People such as Kourtney Kardashian and Kris Wu partner with popular brands to represent and use applications such as Instagram to promote them. Individuals can make from $10 a person or in the thousands based on how big their following is. It is a known fact consumers will more likely buy a product they see one of their favorite celebrities using them (Huffington Post, 2016).
Kris Wu for Burberry 2016 Advertisement on Instagram
Kourtney Kardashian Manuka Cashmere Touch Cream Advertisement 2016
Brands, in general, use their Instagram accounts to promote their new merchandise. The pictures are arranged in an aesthetically pleasing manner capturing the attention of their consumers. From high end brands such as Gucci, Dolce & Gabbana to smaller brands like BLANC & ECLARE will use this application to spread awareness of their brand and new merchandise is released. Brands also use this application to launch special offers happening within the companies.
Jessica Jung Advertisement for Blanc & Eclare S/S 2017 Campaign (Founder of Brand) on Instagram
What does this mean for the future of the advertising industry and social media platforms? Shoppers are likely to find more inspiration from online sources rather than watching a commercial. Social media applications are a powerful tool for advertising companies because it helps them reach a larger demographic rather than limiting themselves to a particular market. Eventually this could lead to fashion brands putting an emphasis on social media rather than spending millions on filming commercials consumers may not even watch. The rise of social media is evident and more brands will begin to use it as the primary tool to spread their brand awareness with millions.
Written By: Zenobia Afeworki
Word Count: 314