Subject areaChannels and tools
Instagram is the photo and video social network launched in 2010 and acquired by Facebook in 2012, now part of the Meta group.
It is used mostly on the phone, and its main formats are profile posts, stories (content that disappears after a day, borrowed from Snapchat) and reels (short vertical videos).
It matters to companies because it joins inspiration and purchase. Many people use it as a shopping search engine, to find products seen on influencers, and brands add augmented reality filters (digital images overlaid on what the phone camera shows) so people can try an item remotely. Advertising is bought from the same dashboard as Facebook, so the two platforms are usually planned together.
An example
An eyewear manufacturer posts photos of its new models on Instagram and shows workshop activity in its stories. People looking for a specific model also find it through the app's internal search, so the company writes post descriptions using the words customers really use.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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