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Transcript of INSTAGRAM-PRESENTATION
Vanessa Kuissu #BEFORE INSTAGRAM What is ? 100 million registered users.
Initially supported on apple products, for Android cameras since april 2012. #Facts
Understand the Instagram trend
Understand what impact does Instagram have on Students' consumer behavior.
Understand if the instagram differs from french students to American students
Understand which benefits Instagram bring to both marketers and consumers Focus
of the study Methodology In-depth interviews
26 Instagram student Users
13 French Students/13 American students How does it #work? #Instalover #Instaholic Follow his friends In love with the different filters Post personal pictures Fan of # Race
followers #Instapaparazzi Who are the #instausers? A photo-blogging social network “Twitter with photos”
Posting via iPhone or Android phones
Various filters and borders to add to your photos, giving them a vintage polaroid look
Use of @Mentions & #Hashtags #numbers of followers #hastags #Purchase decision #150 million
Photos upload #575 likes
every second #15 photos
per second #Upload of photos per month #Attitudes on instagram #My Instagram In general:
Students spend on average 90 minutes on Instagram
Do not follow directly a lot of brands
Follow the trends and styles via their friends
Help purchasing decisions mostly for clothes and fashion
80% of users follow people they don't know by the hastag because of their pictures #Analysis of the interviews No pictures, Just viewer Between 1 and 5 More than 50 pictures #Instaviewer only #Instapost only Instaviewer and instapost 100 and more Between 50 and 100 Between 10 and 50 #Following #Followers Yes No Yes No American students are more focused on posting pictures about: #France #USA French students are more focused on posting pictures about: #Food #Memyselfi #Family&friends #Art #Clothes #Landscapes Kevin “I am following brands such as RedBull, Quicksilver, Billabong, Ripcurl, Surfsession especially because they have a strong visual aspect on Instagram. Their pictures represent my lifestyle.” Thomas, France " I found my current job at saatchi and saatchi NYC thanks to this picture and the hashtags" Concept: #Picture Marketing Interactivity: strong users involvement
Relevant visual universe: appeals to emotions
Captive advertising campaign: large audience
Engage customers in a fun way #Marketing implications Dec 2011: Photography contest organized by Air France
Prize: two tickets
pictures which represent the airline company #French Advertising
campaign on Instagram #International campaign
"Ring my bell" campaign #Conclusion A growing social media platform
Same success both in the U.S. and France
Different from other social media: added value to users
Real opportunity for brands #Workcited http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/
http://www.kullin.net/2012/01/instagram-now-growing-faster-than-flickr/ Anything.Anytime.Anywhere Instagram #Workcited http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/
http://www.kullin.net/2012/01/instagram-now-growing-faster-than-flickr/ #Funny facts Create a real Instagram camera
Offer more filters
Add a “purchase” button dedicated to brands Alizée Lesénéchal Caroline Uhl INSTAGRAM #BOARD