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Here Come the Instrapreneurs

CASE FLYER, DIGITAL MARKETING
ET Cases, 4 Pages
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary

Case Preview

Here Come the Instrapreneurs


Expected Learning Outcomes

• Social media marketing power of Instagram vs Snapchat
• Ability of Instagram Stories for sales conversions and its efficacy
• How Instagram is enabling Indian businesses/brands to reach the right audience and its challenges in increasing penetration in India

I. Instagram

1. What are Instagram and Snapchat? How are they different from each other in terms of features, usage and social media marketing power?

2. The base article mentions that according to Jim Squires (Squires), Head of Instagram business, the feature is giving people more reasons to visit and post on the site. Many of Instagram’s monthly visitors were not in the habit of posting more than once a day. He says, “People really posted the highlights. If they posted something it was going to be the most important photo.” What according to you can be the various reasons for people to visit and post on Instagram?

3................

II. Instagram Stories

7. What are Instagram Stories and how did they become more popular than Snapchat Stories?

8. What are Instagram Stories’ features and how would it benefit businesses in general and Indian businesses in particular?

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III. Instagram in India

17. Who are Instrapreneurs? How do you think they can be benefited out of Instagram Stories? Would Instagram Stories suit every entrepreneur or are there any specific set of entrepreneurs/businesses that might find Instagram Stories more useful?

18. How do you think, brands/businesses can boost engagement through their stories?

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Teaching Note Preview

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

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Abstract

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 in particular. Instagram, Facebook’s photo-sharing platform has been trying to woo Indian brands by pegging on its predominantly young audience. Founded in 2010 by Mike Krieger and Kevin Systrom, Instagram was acquired by Facebook in April 2012. With 800 million Monthly Active Users (MAU) of Instagram and 250 million Daily Active Users (DAU) of Instagram Stories globally, Instagram has been doubling its user base in India. 1-in-3 small businesses on Instagram say they built their business using the platform. Instagrammers are typically mobile-first users with a high-spending power and are frequent travellers in the 18-24 age group. Since the time Instagram was launched in 2010, it has become the go-to platform for visual storytellers around the globe. 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 USA - taking to Instagram Stories successfully, there has been a good initial reception to brands spreading their social media marketing wings. Also, it boasts of 25 million businesses on the platform and million plus active advertisers. Why should brands use Instagram? What are the key benefits? What are the different types of Instagram ads that companies/brands can use? For what kind of brands, would Instagram prove to be a successful platform? How should companies go about taking advantage of the growing popularity of Instagram in India? How should Indian companies/brands use Instagram for influencer marketing? Can Instagram stories be marketer's delight with cost effectiveness and effective conversions?



Pedagogical Objectives

  • To understand Instagram’s social media marketing power and contrast the same with Snapchat
  • To understand Instagram Stories’ ability to build a thriving sales conversion tunnel for the marketers and analyze its efficacy
  • To understand how Instagram in India is enabling Indian businesses/brands to reach the right audience and discuss and debate on the challenges in increasing Instagram Stories’ penetration in India

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.



This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis


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