I admit that the title of this blog may be a little exaggerated to pique readers' interest, but the message is genuine and I want to explain why.
As founder of Moth Marketing, I pride myself on being at the forefront of digital marketing trends, updates and hacks to get the most out of social media platforms for my clients and for their audiences. Social media is one of the most effective forms of marketing today, which has been compounded by the news this week that Instagram’s brand value has increased 95% in one year due to it’s trusted, shareable, immediate, intuitive and needless to say, addictive nature. A picture paints a thousand words, and Instagram is the living testament to that.
Instagram prides itself on three core values:
1. Community first - Instagram’s algorithm curates communities for its users based on their activity, so the more you use the platform, the more personalised it becomes.
2. Inspire creativity - Instagram is constantly developing to meet the creative demands of its users, the evolution from being able to upload a single square image to multifaceted animated films, represents how it’s feeding the desires of it’s users.
3. Simplicity matters - As the ways of using Instagram grows, simplicity is still at its core. Stories is a perfect example of how they’re evolving it’s uses but simple storytelling is still at its heart.
This is a perfect example of a brand truly living and breathing their values, as each of these pillars seems a perfect fit with where Instagram started in 2010, and where it’s heading in the future. Every company who uses Instagram to tell their own brand stories, aspires to have the success and cut-through that Instagram experiences with its users.
Looping back from the incredible success of Instagram commercially to what that means for its customers (brands, organisations, influencers) and its users. Brand covet the engagement provided by the platform, how it is able to target users and inspire engagement - click through - sales (or votes… that’s another story). But why does it have such a phenomenal return on investment?
Because it’s addictive.
End users - that’s you, me, the train driver, the mayor, our parents - have Instagram, and more than likely log in at least once every day. In fact 60% of all user accounts are active every single day. 42% of adults access the platform ‘several’ times a day. How many times a day do you tap the app and have a quick scroll? Or flick through stories? I’m going to hazard a guess that most of the people reading this are part of this 42%. As mentioned above, the more you use it, the more personalised it becomes, making it more relevant and interesting, feeding the addiction.
This morning I decided to delete the Instagram app from my phone. When I woke up, my thumb subconsciously navigated to the pinky purpley yellow square without engaging my brain and I realised I had to go cold turkey. I cannot objectively do my job of pragmatically consulting the needs of my clients and recommending strategies based on the multitude of digital platforms available if I am biased towards one through their canny algorithms feeding me alarmingly accurate content based on my personal preferences. Puppies, skincare, Sunday roasts, the occasional inspirational quote - you catch my drift.
I am anticipating earning some time back in my day from my mindless scrolling too. Time I have spent writing this blog about Instagram instead of being on Instagram. You can judge if that’s a productive use of time or not. I’ll leave that up to you. I hope I also leave you with hopefully some inspiration to be objective about social media. It’s built to serve your needs, build communities, feed creativity, but don’t forget that there’s another world out there away from your feed, swelling with uncurated inspiration.