Consumers on Instagram: Through their looking glass

Izzy Pugh and Inese Smidre

Instagram and other user-generated visual content remains a largely untapped marketing resource. The images people share provide not only authentic brand assets that others are keen to engage with – they are also the most direct way of seeing the world through consumers' eyes. Kantar Added Value has partnered with visual marketing platform Olapic to help brands do just that.

Image credit: Unsplash.com

The first digital photograph dates back to 1957. Today, more pictures are taken every two minutes than throughout the whole of 1800s . And the vast majority of those are by people recording their lives and experiences, not brands or organisations.