How to harness the power of Instagram

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

In the time it takes you to read this article, nearly three million images will have been uploaded onto Facebook and more than half a million pictures carefully curated into little squares on Instagram. That's 350 million pictures on Facebook and 80 million images on Instagram every single day. If a picture is worth a thousand words, then... well, it's a lot of words.

We now live in the digital age. But it is also a visual one, with lives and experiences which once would have been scribbled down in a diary late at night now lovingly recorded on social...

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