Here Come the Instrapreneurs
Synopsis
Founded in 2010 by Mike Krieger and Kevin Systrom, and acquired by Facebook in April 2012, Instagram, a photo-sharing platform has been trying to woo Indian brands by pegging on its predominantly young audience. It is the platform for visual storytellers around the globe, who are typically mobile-first users with a high-spending power and are frequent travellers. With the start of Instagram Stories in August 2016 – ads launched in March 2017 – in response to Snapchat Stories, Instagram aims to monetize the platform and contribute to Facebook’s growing topline. With several brands – like Paper Boat, Ola, P&G India, etc., in India and Louis Vuitton, Buick and Sofi, etc., in the US – taking to Instagram Stories successfully, there has been a good initial reception to brands spreading their social media marketing wings through different Instagram ads. Why should brands (especially Indian) use this platform? Can Instagram Stories be marketer’s delight with cost effectiveness and effective conversions? This Case Flyer can be used to understand how Instagram is creating Instrapreneurs in general and how Instagram Stories is helping Indian brands and businesses build their social media traction.
Prerequisite Conceptual Understanding/Before the Classroom Discussion
The participants should have an understanding of the various types of Social Media, especially Instagram, and how businesses use its tools to engage with their customers and build a thriving sales conversion tunnel. They can read the chapter/material related to ‘Online Advertising, Social Media Marketing, and Planning Integrated Digital Marketing Campaigns’ from the curriculum taught in the Digital Marketing program.
Case Positioning and Setting
This case flyer can be used either in MBA or EMBA program or an MDP for any of the following courses/modules.
a) Digital Marketing Course: To understand the importance of Instagram/Instagram Stories as an emerging digital marketing tool
b) Social Media Marketing Module: To understand the importance of Instagram/Instagram Stories as a social media marketing tool in India to reach out to the right target audience.
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Case Analysis and Discussion
I. Instagram
The purpose of the first section’s analysis is to understand how Instagram got metamorphosed from being a social media platform to a powerful social media marketing tool. Social media, though started as applications that help people to stay in touch with their friends, is increasingly being used by businesses to attract people and turn them into their customers. Instagram is one such app that is being increasingly used as a marketing tool. This section brings out the differences between Instagram and Snapchat – both photo/video sharing apps – and can be used to highlight the power of social media marketing. The discussion can be based on the following four areas.....................
Why People Share? What Kind of Pictures/Videos are Shared
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Instagram Stories’ Growth
While Snapchat Stories was the original idea, Instagram Stories raised the bar with its all new features and gained a huge popularity due to its expansive user base [Exhibit (TN)-IV]. Instagram Stories has around 250 million DAUs as of October 2017 compared to Snapchat’s 166 million..............
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Increased Adoption of Instagram Stories by Companies
Instagram Stories gives marketers a platform to run trailer marketing campaigns for as short as 24 hours. The advantage being that the story will disappear after 24 hours if the campaign is a failure with no remaining traces. However, if the campaign brings in engagement and success...........
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Exhibits
Exhibit (TN)-I: Suggested Classroom Orchestration
Exhibit (TN)-II: Types of Ads on Instagram
Exhibit (TN)-III: Instagram vs Snapchat
Exhibit (TN)-IV: Daily Active Users: Instagram Stories vs Snapchat Stories
Exhibit (TN)-V: Process of Making Instagram Stories for Business
Exhibit (TN)-VI: Suitability of Social Media to Marketers Needs
Exhibit (TN)-VII: Instagram vs Snapchat – Demographics in India
Exhibit (TN)-VIII: Suitability of Social Media to Target Audience
Exhibit (TN)-IX: Industries’ Suitability to Instagram Stories Usage for Marketing
Exhibit (TN)-X: SAPP – Reasons for Usage of Instagram in Fashion Industry