400 million unique users every month give a good account of the future of the silent image platform, Instagram. A service, focused exclusively on mobile phones, that has captivated users in such a way that, in a couple of years, it could surpass giants like Google or Twitter in advertising revenue.
The platform’s advertising project began a little over a year and a half ago with a first initiative that led them to publish 475 first carefully chosen and elaborated campaigns. After this first pilot test, the social network announced on its business blog a few months ago that it opened the possibility of executing advertising campaigns with “new formats, greater relevance and more availability“. The ban was open for everyone. The revenue forecast for the next two years is almost $ 3 billion.
Instagram’s business model is very similar to that of Facebook or Twitter, with sponsored posts from advertisers, aligned with the tastes and preferences of each user; or what is the same, depending on the followers and “likes” of the account, the application shows an adapted advertising. But why are your prospects better than other platforms?
According to James Quarles, global head of business and brand development at Instagram, “it is a platform to discover, to reach directly the producer or creator. It is a window to the world that shows your personality and your values. It allows you to search for trends and, at the same time, create a catalog with your offer. What companies are building on Instagram is a visual place where users are constantly looking for new products through images, either by directly following brands, or by an opinion leader, who acts as a prescriber ”.