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Brand Strategy Key Findings: December 2012

Marketers See Branding Potential in Popular Social Media App Instagram

Marketers See Branding Potential in Popular Social Media App Instagram

Nearly 1.3 million photos and images of Superstorm Sandy were uploaded and shared through the mobile app Instagram in the days following the storm’s landfall. According to observers, that marks it as the biggest single event captured by Instagram users yet. (Some 85,000 shared images related to Super Bowl KLVI via Instagram in February formerly held that accolade.) What makes this activity different from well established social media sharing platforms of Facebook and Twitter, Instagram, like social networking site Pinterest, primarily focuses on photos and images, not text. About 100 million Instagram users capture photos with smartphones, touch them up with filters and share them immediately with their Instagram followers in real time. One marketing executive noted, “Images are at the root of much of brand advertising, so marketers are excited about the potential of Instagram to help them deliver strong brand images in a fast-moving social environment.” (Houston Chronicle)


  • Hispanics are the largest minority in the U.S. with a population of 52 million; their buying power will jump from $1 trillion in 2010 to $1.5 trillion by 2015. (Nielson)
  • By 2015, consumers worldwide will buy $1.3 trillion worth of goods with their phones or tablets, four times today’s amount. (Jupiter Research)
  • Gift basket sales in the U.S. in 2011 were $304 million.

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