Over the past 4 years there have been substantial and continuous developments in Instagram: from just pictures, to pictures and videos, to direct messaging, to collages, to being able to send a shared photo to another person. Companies can now promote on Instagram and pay to have their posts come up on peoples feeds. The feature of a “popular page” has also been added which allows you to access pictures from all over the world. With so much innovation already what is next for Instagram?
For my beat I have been looking at the role of Instagram in the fashion industry, specifically, and how much marketing has moved from TV, online and billboards to social media; Instagram in particular. For my final project I will research the progression of Instagram as a marketing platform. I want to specifically examine the progression of BrandyMelville, a girls clothing company based out of Santa Monica, CA that exclusively advertises via social media. Through their success their models have become “Instagram famous” as well as a few of their photographers. A whole Instagram network now exists for “Brandy Girls” (their models) and their adventures. Victorias Secret was able to gain a huge following and build up this coveted image of a “Victorias Secret Angel” via extravagant commercials and broadcasted runway shows. Brandy Melville is establishing a similar but younger and slightly more approachable “it girl” but exclusively though Instagram. I think this company really captures the future of Instagram and its marketing potential. Never before have photographers, models and bloggers been able to gain such a following and with so much less money being spent than if it were through advertisements on TV or billboards. Instagram is unique in the way it combines personal sharing amongst families and friends with following celebrities, models, athletes, clothing companies and news outlets. Where Facebook is primarily used to get in touch with people in your life, Instagram is used for both personal and public following and its constantly gaining momentum.