Australia has a ‘woeful’ lack of hashtag brand activity on Instagram
An agency boss has criticised Australian brands and agencies for failing to take image sharing network Instagram seriously as a marketing medium.
Douglas Nicol, creative partner at ad agency The Works, told the Mumbrella360 conference: “In many ways Australian marketers and agencies are failing to use this fast growing medium in an interesting and engaging way.”
In the first study of Instagram usage in Australia, The Works, in partnership with UTS, sampled over 3 million Instagram posts across the country.
“The sad thing is if you look at the overall list of hastags in Australia… you will see that the current number one overall non-brand hashtag is about 1.6 million uses… McDonald’s, for example, has only had 6800 uses of their hashtag” said Nicols.
Feels like QR codes all over again.
For the love of God leave Instagram alone.
Just because you can doesn’t always mean you should.
Maybe Australian’s have the best grasp of what Instagram is, i.e. a fairly dull and one demential platform.