The value of Instagram for brands to be revealed at Mumbrella 360
The biggest study to date into how Australians use Instagram and what the implications are for brands will be exclusively revealed at a session at next month’s Mumbrella360 conference.
The Works and the University Technology Sydney (UTS) have collaborated on the joint research project.
Instagram is the world’s fastest growing social media platform, bought by Facebook in September 2012 for over $700m. The photo-sharing platform now has more than 100m active monthly users uploading 40m photos a day, and has become the target for brands seeking to reach consumers through the platform.
The Works and UTS’ Instagram study comprised an analysis of more than 500,000 Instagram pictures across a 12 month period. The session, presented by The Works creative partner Douglas Nicol, will use these findings to explore the strategic use of the platform and how brands can better engage with it.
Nicol will also propose tactical approaches for marketers, like the most popular day and time to use the platform. The Works recent campaign for Visit Canberra’s Human Brochure project used Instagram extensively as part of its social media campaign.
The study is the latest piece of research to come out of a three-year collaboration between The Works and UTS examining how Australians use social media.
The platform has an average of 8,500 likes per second and 1000 comments per minute. The session will reveal the top 20 Australian brands on Instagram, the most popular hashtags over the past 12 months and which Australian city has the most active users. Nicol will also propose tactical approaches for marketers, like the most popular day and time to use the platform.
Awesome session idea… I engage with many brands over Instagram. Easy platform for interaction.
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I can tell you now…I have friends and colleagues from all over Australian and the world. They are ALL switching from FB to Insta.
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I’m really looking forward to seeing what this study reveals. Instagram appears to be a great platform for brands to promote to, and engage with, their customer-base.
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