Consumers on Instagram: Through their looking glass

This article explains how marketers can harness the power of Instagram and user-generated visual content to create value for their brands.

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 t

Whilst a similar approach can normally be employed by looking at sources in the wider culture (magazines, comms etc.), the use of UGC as raw material meant the team were able to assess the degree of consumer engagement with each of these cultural spaces, as well as quantify their relative importance. So for example, the much greater prevalence of 'Secret Urban Pathways' and 'Back to Being a Caveman' signals the growing importance of exploration for Instagram's millennial audience. If the exercise were to be repeated next holiday season, comparing the new cultural space with the previous year would yield more insight into how they are evolving in the eyes of the consumer. Considering that 70% of people are more likely to buy a product if they see a positive and relatable consumer photo , this not only saves budget but also provides brands with the most authentic visual content imaginable.

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