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Instagram

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by

Chava Silver

on 10 November 2015

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Transcript of Instagram

Instagram

Capturing and Sharing the World's Moments
400 Million
Active Users
80 Million
Photos Shared Daily
3.5 Billion
Likes Per Day
Content
Introduction
Timeline
Overview
Value Proposition
Organization Overview
Structure
Outside Relationships
Culture
Business Model
Advertising Model
Case Study
Financials
Market Analysis & Competition
SWOT Analysis
References
Overview
80 Million Photos Shared Daily
3.5 Billion Likes Daily

Timeline
Founded by Kevin Systrom and Mike Krieger #Milestone
Focus on Seeing the World Happen in Real Time #Inspiration #ModelChange
Explore Feature #tech
Facebook Buys Instagram #Acquired
Video Launch #Tech#SmartBusiness
Luma #Acquisition
Launched Ads #SmartBusiness
Hyperlapse App Released #Tech
Boomerang App Released #tech #SmartBusiness
October 6, 2010
2012
June 2012
August 2012
June 2013
October 2015
August 2013
October 2013
August 2014
Value Proposition
Created To Solve
Organization Overview
Structure
Organization Model
Outside Relationships
Luma Acquisition
LUMA
"Make capturing and sharing beautiful videos easy without expensive software or heavy equipment”
Why It Was Bought
Talent and technology
Video stabilization system
Video filter technology
Additional editing tools

Results
Company Culture
March 2010
$500 Thousand
@AndressenHororwitz & @Basline Ventures


Seed

February 2011
$ 7 Million
@BaslineVentures, @AdamD’Angelo, @Benchmark, @ ChrisSacca & @JackDorsey

Series A

Investors
April 2012
$50 Million
@BaslineVentures, @Benchmark, @GreylockPartners & @ThriveCapital

Series B

@Instagram April 2012 has been a big month! Time for big changes and champagne

Acquired By Facebook

April 2012
$1 Billion
Open
Transparent
Team Oriented
Driven


Instagram Culture
Revenue Model
Advertising Model
Case Study
Creative Council
Creativity Assistance
Identity Guide
Inspiration Website
Business Blog
The Campaign
Goal: Created campaign to promote new flavor, Scotty Scotch Scotch as well as increase brand awareness
33% point increase in brand recall
9.8M Reached
17% increase in Scotchy Scotch Scotch awareness
20% more followers
Positive fan reaction

Results
Company Page
Flavors
Contests
Causes
Page Promotes
Videos
Photos
Recipes
Events
Content Variety
Target: 18-35 year olds
577K Followers
Averages 15K Likes Per Photo
Types of Advertisements
Image Ads
Video Ads
Carousel Ads
Unique Offer
Call to Action
Picture: $6. 70 to $22
Video: $37.50
Minimum $200,000

Costs Per CPM
Clicks
Video Views
App Installations
Awareness
Campaign Objectives
Targeted Placements
• Demographics
• Impressions
• Reach
• Engagement



Analytics
Unique Offer
Provide Raw Data
Market Analysis & Competition
SWOT Analysis
Recognize market needs
Value guided site consistency
Facebook backing
Global strategy

Limited features
User analytics
Limited computer accessibility

Weaknesses
Competition
Advancing technology

Threats
Premier video technology
Hyperlapse
Instagram
Refine search aggregation
Applications
Hyperlapse
Boomerang

Opportunities
Strengths
Financials
Expenses
Per Qtr - $46.5M
Per Year - $186M
Profit
Revenue

Total Per Qtr: $103.5M
Total Per Year: $414M
BUT...
This is an estimate
Most experts do not believe Instagram has a profit

http://techcrunch.com/2012/06/25/instagram-explore/

http://techcrunch.com/2013/08/23/instagram-acquires-tech-and-team-of-video-sharing-app-luma-which-will-shut-down/

http://techcrunch.com/2012/04/09/facebook-to-acquire-instagram-for-1-billion/

http://wersm.com/we-are-400-million-active-users-on-instagram/

http://wersm.com/the-complete-history-of-instagram/#!prettyPhoto

http://ink361.pr.co/104523-ink361-offers-free-deck-viewer-to-organize-your-instagram-feed

http://time.com/2983030/heres-the-first-instagram-photo-ever/

http://petapixel.com/2014/08/26/instagram-new-hyperlapse-app-turns-long-videos-super-smooth-time-lapses/

http://time.com/4059656/this-is-what-the-future-of-instagram-looks-like/

http://www.fastcompany.com/3047726/tech-forecast/with-new-search-explore-features-instagram-is-changing-how-youll-use-instagram#1

http://www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/What-Businesses-Should-Learn-from-Instagrams-Success-88666.aspx

https://instagram.com/about/jobs/

http://blog.instagram.com/post/52169095913/join-the-instagram-team-were-hiring-we-are

https://business.instagram.com/advertising/

http://wersm.com/instagram-launches-30-second-ad-format-and-expands-ads-globally/

https://www.facebook.com/business/products/ads/ad-targeting/

http://www.adweek.com/news/technology/instagram-ads-boost-ben-jerrys-and-levis-brand-recall-early-tests-154603

http://www.adweek.com/news/technology/ben-jerrys-early-winner-instagram-ad-race-154196

http://instagram-static.s3.amazonaws.com/BenAndJerrys_CaseStudy_FINAL.pdf
https://instagram.com/benandjerrys/

ttp://www.readingeagle.com/business-weekly/article/snapshot-instagrams-influence

http://files.shareholder.com/downloads/AMDA-NJ5DZ/902213064x0x842064/619A417E-5E3E-496C-B125-987FA25A0570/FB_Q215EarningsSlides.pdf


http://www.readingeagle.com/business-weekly/article/snapshot-instagrams-influence

http://www.theverge.com/2015/3/31/8318435/facebook-new-headquarters-mk20-campus-photos

http://blog.instagram.com/post/20785013897/instagram-facebook

http://www.onlineeconomy.org/snapchat-ephemeral-or-eternal/

http://www.businessinsider.com/instagram-is-leaving-twitter-in-the-dust-2015-9 and 2015

http://wersm.com/how-much-are-social-networks-really-worth/

http://dealbook.nytimes.com/2014/12/19/citigroup-says-instagram-is-worth-35-billion/

http://blogs.forrester.com/nate_elliott/15-09-15-how_does_your_brand_stack_up_on_facebook_twitter_and_instagram

http://expandedramblings.com/index.php/snapchat-statistics/3/http://expandedramblings.com/index.php/snapchat-statistics/3

http://fortune.com/2014/10/10/how-kevin-systrom-got-started/http://fortune.com/2014/10/10/how-kevin-systrom-got-started//

https://www.linkedin.com/pulse/20140902091910-224554388-the-overview-of-mobile-apps-market-enter-now

http://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/

http://www.vanityfair.com/news/business/2013/06/kara-swisher-instagram

http://www.ibisworld.com/industry/smartphone-app-developers.html

http://www.statista.com/statistics/448157/instagram-worldwide-mobile-internet-advertising-revenue/

http://www.statista.com/statistics/325587/instagram-global-age-group/

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/attachment/demographic-use-of-social-networks-age-and-gender/

http://www.dmnews.com/creative-campaign/ben-jerrys-serves-up-instagram-awesomeness/article/286049/

http://wordjack.com/blog/quick-tips-customers-social-media/

http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement

http://blog.instagram.com/post/95829278497/hyperlapse-from-instagram


Change and improve the way the world communicates and shares
User Generated
Promoted * Encouraged * Organic
60M Impressions
15K Submission
22% Follower Increase

Results
#CaptureEuphoria
Encouraged
25.5M
43.5M
22.5M
12M
Fastest Growing
Social Platform
400 Million Active Users
Instagram is....
A Mobile Social Media Application
Photo Sharing Service
Growth Statistics
User Statistics
75% of Users are Outside the US
Majority of Users are
Under 35
More Male MAU than Female
Engagement Statistics
Engagement is increasing
Value Proposition
Market Analysis
Mobile Application Market
Social Media Application


Global Revenue By Product
Mobile Application Market
2014
$143 Billion Revenue By 2016
Mobile Application Market
U.S. User Demographics
Social Media Market
User Demographics
Social Media Market
Global Usage
Social Media Application
Global Penetration
Competitor Breakdown
Snapchat
Twitter
Instagram Competitors
Age Breakdown
Global User Composition
2015
co-founders
Office Mantra:
Beautiful, Fast, and Easy to Share
Values in Practice
Location
Demographics
Interests
Behavior
Connections
Unique Offer
Frequency Moderation
2014
2015
2015
2014
2014
2015
2014
References
Full transcript