Book: Instagram Power by Jason G. Miles
- Highlights instagram as a marketing tool for companies and shows how to incorporate instagram into social media strategy
- How to build your brand through a strictly mobile, visual social media application
- Teach users the basics of Instagram and how to use them strategically
- Shows this through his own experience with Liberty Jane Clothing
- Importance of the “backstage” → helps users see what is really going on in the company and helps viewers form a “personal” relationship with company or brand
- Ties into authenticity and Marwick & Boyd’s “To See and be Seen: Celebrity Practice on Twitter“
- Obeying social norms → while it is important to “like,” follow, and comment, do not do too much or else you could be seen as a spammer and shunned by potential followers and even banned by Instagram
- Hashtag communities
- People using the same hashtags are more likely to follow you
- Hashtags start a community based off of interests/similar photos
- Make sure you hashtag appropriately or else there could be context collapse (i.e.: #McDStories)
- The concept of the attention economy
- Attention is a rare and valuable resource
- Competition for attention
- We use attention as a measure of value
- Can use attention as leverage for other resources
- you can trade attention for attention
- can spend other resources to get attention
- Immaterial labor → companies use activity that produces the cultural content of the commodity
- Media-centric or social media lite (as Miles puts it) → focuses on content and visuals rather than profile-centric sites like Facebook
- Small business owners, startups and new Instagram users
- Generation older than the millennials
How is Instagram different than other platforms?
- Less effort than Facebook
- do not need to engage in conversation with followers, instead just “like,” follow and comment occasionally
- Has the same immediacy as Twitter but the half-life quality of YouTube
- content is posted in a timely manner but photos can stay around and be circulated/commented on for a long time
- Emphasis on the visual
- quality vs quantity
- do not let captions overpower the picture (keep it simple)
Things to be considered:
- Video feature
- Does this make Instagram more similar to YouTube
- How could this be used to market products/brands?
- Could video be good in giving a “backstage” view or will followers find it annoying/time consuming?
- Personal brands/companies that do not have physical products to sell
- how do aspiring online writers/singers/actors build their own brand when they have no physical product to sell?
- would they market themselves differently?
- How is marketing a personal brand different than marketing a company?
- How long does it take to build such a large following?