Instagram and research agnecy Sparkler have recently conducted a study compairing Instagram to four social networks. The study found that Instagram was “the most inspiring and beautiful social network for brands to share creative campaigns”.
More than a fifth of the 5,000 people surveyed across the UK, France and Germany also said they view the platform as “the art gallery of the future”, with a quarter agreeing that the platform “helps them discover things they’d otherwise never consider”.
“This research helps us understand the platform more, but it also allows us to talk with brands and work with agencies.” “It’s not just about trying to copy the type of work that’s on the platform – it’s about ensuring the environment grows and evolves and brands need to play a creative role.” – Rob Newlan, Director of Instagram’s Creative Shop for EMEA
He cites Coca-Cola, Cadbury and Air France as examples of brands using the platform effectively by using the likes of Coke’s iconic bottle, origami and short form video to bring advertisements to life.
“We also have fantastic examples from unexpected brands such as General Electric or some coming out of the financial services,” Rob adds. “The brands who are using it properly are the ones who are investing time into the role they play.”
Although the new study may have been commissioned for the platform’s own benefit, it is not the first to suggest brands should consider Instagram – and its over 300 million users – as part of their marketing mix.