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 Instagram Verna Abante Professor Jay MoonCOMM 352 Individual Assignment #2 April 16, 2012  2.

Instagram New Media Contents• Introduction: What is Instagram?• Features: Main Functions + Innovative Features• Current Ad Cases: A New Vehicle for Advertising• Facebook + Instagram• My Instagram Idea  3. Instagram What is it?• Instagram is a newly developed digital social media platform in which users are able to share and edit photos with one another. fun, fast, and ...instant!• Instagram can be downloaded for free through Apple’s iTunes App Store and is available for use through an iPhone, iPod, or iPad. As of April 3, 2012, Instagram opened its doors to Android users through Google Play, welcoming a revolutionary breakthrough of mobile photo sharing.• Brief History: Instagram was founded in 2010 by Stanford graduates, Kevin Systorm and Mike Krieger. Initially, Systorm and Krieger created an HTML5 check-in project called Burbn which was then re-developed to cater only photo-sharing uploads. On October 6, 2010, Instagram was born into Apple’s App Store, generating 10,000 registered users within the first few hours of its new app life.• Today, with 30 million users and over 200 million uploads, Instagram continues to be the leader in mobile space, quickly climbing up the social media ladder at “insta”nt speeds!  4. Instagram Main functions + Innovative features• An Instagram user account includes free, unlimited access to their social network with plenty of fun play with photos. Users are granted the following features: • User profile: Instagram lets you choose your own username and allows you to input a profile that includes a bio of no more than 150-characters. • 17 Custom Photo Filters: The photo filters transform ordinary, boring smartphone pictures into snazzy legit photography masterpieces by editing its color, mood, border and tonality of your photos. The creators wanted to imitate vintage, polaroid effects without having to lug around an actual camera. But, if you feel your photo doesn’t need an extra lift, you have the option of using no filter and/or no border. But where’s the fun in that?  5. Instagram Main functions + Innovative features• Compatibility with Other Social Networks: Want to share on Facebook, Tumblr, Twitter and Flickr all at once? Instagram saves you the extra time of uploading to your other social networks by having a built-in multi-sharing feature. You can also find friends through your existing social network accounts to see if they’re using Instagram, too. Now everyone can know that you’re a true mobile photographer!• Simplistic Interface: Instagram is easy to navigate and very minimalistic in design. There is no limit on how many photos you can upload, no caption character limit, and no rule about how many times you can comment or like photos.• Privacy: Instagram values the privacy of all its loyal users but currently only offers a “private profile” option which lets you control who sees your profile by request. You can also report/flag a photo if it is offensive to you or others. Hopefully developers are working on ways to protect your privacy as Instagram becomes mainstream because privacy is definitely an issue in New Media networking today.  6. Instagram A New Vehicle For Advertising• One of the many benefits of Instagram is being able to share one photo to a multitude of people at one time for free. If that doesn’t scream POTENTIAL for advertisers, I don’t know what does!• There isn’t any monetary functionality on the Instagram platform as of late (and they clearly state this on their site), but there is definitely a future and booming opportunities for marketers and advertisers to utilize this new wave of photo sharing.• I have been an avid user of Instagram since it launched back in 2010. At first, I followed friends, family and people I knew personally. As Instagram caught wind to many more people, a lot of businesses, companies, brands, and even celebrities jumped on the bandwagon. I then followed accounts that interested me and was especially excited to see

Instagram Facebook + Instagram• In more recent news. Although I was one of the disappointed fans of this social media buy-out merging. bottom line. For instance. “sneek peaks”. It is usually typed as #yourtag. and redeploy their staff on other projects. “Facebook likes to scoop up hot startups. I have come to terms with the understanding that Instagram needed a structural business plan if it wanted to survive the murky. Facebook now has the ability to sell that photo to BMW and use it as a personal consumer ad. One time. Instagram A New Vehicle For Advertising• For example. Facebook --the nation’s and parts of the world’s leading social network-. Instagram can share a post through multiple sources at once.. I share it on Facebook. Thats definitely not the plan for Instagram. paid full in cash and stocks!• How will this affect the former independently-run Instagram? I’m hoping it won’t affect them. With Facebook on its side. It’s to nobody’s surprise that ads on Facebook are really annoying. my favorite clothing company. I’m expecting there will be more good done than bad. This trend started a whole new personal connection level with their audiences --something advertisers should absolutely take into account.000. Hash-tagging is beneficial to advertisers because it collects raw data of consumers and it can give ideas of prime target audiences. Instagram users then have easier access to my post if they are searching for Free People and are able to like and/or comment it. live events. The team at Instagram vows to keep its photo-sharing app-abilities the same. and now they are easily one of the most followed on Instagram.• Although they cannot legally buy media space on Instagram at the moment. Say I take a photo of my new BMW on Instagram.• An app as great as Instagram was iPhone’s best kept secret. runs a retail store. they feature Free People employees on their Instagram and followers are able to see a backstage pass to who’s behind the label. It gives this virtual one-on-one tour of a Free People employee POV as if you were in their shoes. A possible way to create a better marketing experience on Facebook now that they are partners with Instagram is through Instagram’s content. However. Free People also posts photos of “what’s new”. kill their products. Free People actually liked and commented on a photo of mine that used their hash tag. This type of ad experience is more genuine . all the players insist. an online blog.” Instagram gained success literally overnight and kept increasing during its first year trial with only a handful of staff overseeing the popular app. fierce.000. the interaction concept is very important in building brand loyalty and ensuring fans’ appreciation  9. Facebook needed to get creative quick with their advertising before people started turning sour and this is where Instagram comes in. This method creates an intimate connection with fans and absolutely solidifies the relationship they have with the brand by getting exclusive VIPlike access. an eCommerce store. Instagram A New Vehicle For Advertising• Hash Tags: A “hash tag” is a tag on a photo that allows users to search for photos and people who are using the same tag. a Twitter. and current projects of their line for their audiences to like and/or comment.• As I mentioned in an earlier slide.• BTS Photos: Free People has HQs in LA and NYC. competitive social media waters.000. It was awesome and it takes customer service to a whole new level.recently bought out Instagram for $1.  8. Then it became Android’s. they’ve created several ways to share their brand with consumers and fans without bombarding them with actual ads.Behind-The-Scenes (BTS) content viewable only to their Instagram fan followers.• How will this affect Facebook and advertising? Facebook bought Instagram as an avenue to better personal advertising. Free People. And now Zuckerberg’s.  7. a Facebook fan page.. if I tagged my photo as #FreePeople. the only way Facebook can generate revenue through its ads is if people actually clicked on them. Often times. According to CNN.

their kids. their vacations. say. of PR events or live shows. People love playing. I am a fan of Instagram because it is simple. Instagram . I’d probably do contests using hash tags and photos for my product. The possibilities are endless with just a smartphone and Instagram in hand. They can show the coupon from my Instagram and get discounts. but they love winning more. first-look privileges just for following a brand. So I’d love to do create contests that involve scavenger hunts or even being artistic with the different filters Instagram offers. of fans. or motion. The more positive behind the scenes a consumer sees. Less spammy ads on Facebook are ideal and prove to be one of the objectives of this billion-dollar Instagram sale. (CNN.• I would use Instagram to market my product/business in 3 ways:  10. I’d give the audience the up close & personal book-signing type of photo without actually having to line up to get a closer look. the more knowledge they have of my product. • Promotion: If it’s possible. a diamond ring. I love being able to have exclusive.because my friends see that its my post. music. I’d show photos of production. • Play: The fun part of Instagram is that it’s this one big playground of what people view around them. I plan to create an account with plenty of BTS Content. Instagram My Instagram Advertising• Honestly. of employees. They take pictures of their food. I could type in #diamondring or simply #ring on Instagram’s search bar and promote/comment those who have photos of rings and who’d be interested in buying more. play • Personal: Similar to many companies and businesses who have established their ground in the Instagram world. promotion. I would post photos of coupons and special savings exclusive to Instagram users. I also like the idea of hash tags. and not BMW. If I’m selling.  11. etc. their face. It uses still photos to speak instead of words.

with over 100 million active users as of April 2012. apply digital filters to them. similar to Kodak Instamatic and Polaroid images.2 Trends  2.1 Filters 4 Criticism and lawsuits o 4. in contrast to the 16:9 aspect ratio now typically used by mobile device cameras.[14][15] On March 5.[17] Shayne Sweeney joined in November 2010 as an engineer and Jessica Zollman was hired as a Community Evangelist in August 2011.2 Froyo. rather than tagging .[16] Josh Riedel joined the company as Community Manager. 2010.[6][7] Instagram is distributed through the Apple App Store and Google Play.[5] A distinctive feature is that it confines photos to a square shape.[20] Instagram encourages users to make tags both specific and relevant. Systrom closed a $500.[8] Support was originally available for only the iPhone.Instagram is an online photo-sharing. The service rapidly gained popularity.1 Terms of use 5 Related products and services 6 Awards 7 See also 8 References 9 External links History Instagram began development in San Francisco when Kevin Systrom and Brazilian Michel "Mike" Krieger chose to focus their multi-featured HTML5 check-in project Burbn on mobile photography.1 Weekend Hashtag Project 3 Features and tools o 3. allowing its users to record and share videos lasting for up to 15 seconds.[9] This venture has been seen by some as Facebook's attempt at competing with Twitter's Vine video-sharing application. Originally a purely photo-sharing service. support was added for Android camera phones running 2. Tumblr and Flickr. in April 2012. Twitter. video-sharing and social networking service that enables its users to take pictures and videos. Instagram added hashtags to help users discover both photographs and each other. and iPod Touch. Instagram was created by Kevin Systrom and Mike Krieger and launched in October 2010. such as Facebook. Instagram incorporated video sharing in June 2013.2.000 seed funding round from Baseline Ventures and Andreessen Horowitz while working on Burbn.1 Users o 2.[18][19] In January 2011. iPad. [10][11][12][13] Contents          1 History 2 Popularity o 2. and share them on a variety of social networking services.

kill[ing] their products. 2012. including Benchmark Capital.0 went live in the App Store (iOS).[30] and on August 22. which was made just before Facebook was scheduled to go public. 2012.[23] The deal valued Instagram at around $25 million. Jack Dorsey. and Adam D'Angelo. National Geographic[45] and celebrities like Kim Kardashian[46] prompted Instagram to issue a statement retracting the controversial terms. 2012. the issue caused Instagram to lose a portion of its user-base as former users switched to other Instagram-like services. The deal was for a company characterized as having "lots of buzz but no business model". Facebook acquired Instagram for approximately $1 billion in cash and stock. Instagram raised $50 million from venture capitalists for a share of the company.[26] That same week. and redeploy[ing] their staff on other projects. it was announced that Instagram had raised $7 million in Series A funding from a variety of investors. the Federal Trade Commission in the United States closed its investigation. that gained more new users than any other app in the United States the week that Instagram changed their terms of service. the process valued Instagram at $500 million. the deal between Instagram and Facebook officially closed.[47] Another service that gained many new users post-announcement was Yahoo!’s Flickr[48][49][50] which Flickr released as the new mobile app for iOS with built-in vintage filters to rival with Instagram .[31][32] On September 6.[37] The exact purchase price was $300 million in cash and 23 million shares of stock. regardless. it had been rated nearly four million put it. In its largest acquisition deal to date. Instagram updated its Terms of Service. cost Facebook about a quarter of the cash-on-hand they had as of the end of 2011.generic words like "photo" in order to make photographs stand out and to attract like-minded Instagrammers. 2012.[33] On April 12. 2011. These services included Pheed. in contrast to its common practice of. granting itself the right to sell users' photos to third parties without notification or compensation starting on January 16.[29] a website which has since become among the 50 most popular in the world. high resolution photographs.[39][40][41][42][43][44] The criticism from privacy advocates. Facebook made an offer to purchase Instagram (with its 13 employees) for approximately $1 billion in cash and stock in April 2012. a multimedia social sharing platform launched in November.[22] On February 2.[36] Mark Zuckerberg noted that Facebook was "committed to building and growing Instagram independently".[24] On April 3. consumers. 2012. 2012.[25] and it was downloaded more than one million times in less than one day. instant tilt shift. 2013.[29] Britain's Office of Fair Trading approved the deal on August 14. allowing the deal to proceed. Instagram for Android was released.[38] On December 17. the deal netted Instagram CEO Kevin Systrom $400 million based on his ownership stake in the business. optional borders.[24] In the next three months Instagram was rated more than one million times on Google Play[27] and was the fifth app ever to reach one million ratings on Google Play—as of April 2013. and the price was contrasted with the $35 million Yahoo! paid for Flickr in 2005. one click rotation and an updated icon."[29] According to multiple reports. version 2. Chris Sacca (through Capital fund). It included new and live filters.[21] In September. buying "hot startups.[34][35] The deal. as CNNMoney.[28] with plans to keep the service independently managed.

) Instagram has no plans to offer Windows Phone support. Instagram had 1 million registered users. works of authorship. [63][64][65][66] Popularity Users By December 2010. 7 devices.[62] This venture has been seen as some as Facebook's way of competing with Twitter's Vine video-sharing application.[55] In January 2013.[58] and Photo Studio. The video only contained fan submitted Instagram photographs that used various Instagram filters to represent words or lyrics from the song[75] and over 1200 different photographs were submitted. files.[59] two of which are available with various pricing. although it is probable that one will be available for the BlackBerry Z10 and Q10 devices. musical works.[69] In April 2012. This total reached 150 million in August 2011.S. allowing its users to record and share videos lasting for up to 15 seconds. partially nude.[51][52][53] Instagram is currently working on developing new language to replace the disputed terms of use. or any other materials (collectively.[56] (Current alternatives for BlackBerry 7 devices include InstaPhoto. there were no future plans to make the application available on the BlackBerry's O.[60] though a release of an Instagram app for Windows Phone is rumoured for May 2013. English musician Ellie Goulding came out with a new music video for her song "Anything Could Happen". or sexually suggestive photographs and responsibility for one's account and all activity conducted with it.[70] Instagram announced that 100 million photographs had been uploaded to its service as of July 2011. content) that users post on or through the Instagram Services. restrictions against posting violent.prior to the changes of terms and conditions by Instagram. .[71][72] By May 2012[73] 58 photographs were being uploaded and a new user was being gained each second. nude. photographs. Instagram incorporated video sharing in June 2013.[74] There are also proprietary rights in content on Instagram. applications.[74] On August 9. The total number of photographs uploaded had exceeded one billion. images. 2012.[54] In January 2013.[57] LensBoost. Instagram does not claim any ownership rights in the text. sounds. including an age requirement of 13 years or older.[61] Initially a purely photo-sharing service. video. it was announced that over 30 million accounts were set up on Instagram. There are basic Terms of Use that Instagram users must follow.[67] In June 2011 Instagram announced it had 5 million users[68] and it passed 10 million in September of the same year. it was confirmed that Instagram has asked for photo IDs to verify identities due to unspecified violations.

[78] Features and tools A photo collage of an image modified with 16 different Instagram filters. which would have allowed the photo-sharing app to sell images to advertisers without compensation to users. Tumblr and Flickr. Instagram announced that they had 100 million active users.[76] This was an increase of roughly 10 million users in a little over a month's time. users can connect their Instagram account to Facebook. This gave users a web profile featuring a selection of recently shared photographs. connect their Instagram account to other social networking sites (which will enable the option to share uploaded photos to those sites). and other personal details.On February 27.[77] Trends Weekend Hashtag Project The "Weekend Hashtag Project" is a series featuring designated themes and hashtags chosen by Instagram's Community Team. mimicking the look and feel users are already accustomed to. sharing photos and videos of their personal and professional lives with fans. Instagram created web profiles which allows users to use their Instagram account like a social media site.[79] As of June 2013. Users can upload photographs and short videos. Twitter. only two and a half years after first launching.[80] Filters . In 2012. Some celebrities deleted their accounts in response to Instagram's proposed change to its Terms of Service. biographical information.[78] Followers receive the weekend's project every Friday. The web feed is a simpler version of the phone app. and follow other users' feeds. and each project encourages participants to post creative photographs according to the designated theme each weekend. Many celebrities have profiles on Instagram. 2013.

0. The controversial clause stated: "you agree that a business or other entity may pay us to display your username.0. likeness.0) Lily (Removed in update 1. 2012 Instagram announced a change to its terms of use that caused a widespread outcry from its user base. reinstated in update 1. photos (along with any associated .6.6) Poprocket (Removed in update 1.7.0.Basic image and elaboration through Instagram                    Amaro Mayfair Rise Valencia Hudson X-Pro II Sierra Willow Lo-fi Earlybird Sutro Toaster Brannan Inkwell Walden Hefe Nashville 1977 Kelvin Removed Filters     Apollo (Removed in update 2.0) Criticism and lawsuits Terms of use On December 17.0) Gotham (Removed in update 2. and again removed in update 2.

Instaprint offers a device which can be rented for social gatherings that allows users to print photographs on Instagram. in connection with paid or sponsored content or that gives Instagram users additional photo album options.metadata). The project (apparently neither related to.[83] 100 Cameras in 1 is an app available for iPhone users that provides additional effects for photos uploaded to Instagram.a graphic design firm in Italy created a prototype for a physical digital camera.62x10. Instead it was interpreted by many that we were going to sell your photos to others without any compensation. Instagram apologized saying that it would remove the controversial language from its terms of use. Our intention in updating the terms was to communicate that we’d like to experiment with innovative advertising that feels appropriate on Instagram.[81] The move garnered severe criticism from privacy advocates as well as consumers. provides a live feed of Instagram on the Mac." There was no apparent option for users to opt out of the changed terms of use without deleting their accounts. including number of followers. the ability to interface with the Instagram app.[83] Statigr. Pictures come in a vintage 3x4 inches (7. responded to the controversy.[82] Kevin Systrom.[54] Related products and services         Instamap is an app available for iPad that allows users of Instagram to find photos based on their location or a hashtag. This is not true and it is our mistake that this language is confusing. and/or actions you take.[83] Socialmatic . a co-founder of Instagram. nor officially commissioned or approved by. To be clear: it is not our intention to sell your photos. Wi-Fi and Bluetooth capability. and create lists.[83] Carousel. stating. Awards Instagram was the runner-up for "Best Mobile App" at the 2010 TechCrunch Crunchies in January 2011. for Macs. with an orange envelope and a message for the recipient. likes.[83] Instagram & Printing .[83] Printsgram allows a user's Instagram collection to be printed as a poster or stickers.[86] In May 2011. along with usage statistics. and comments. We are working on updated language in the terms to make sure this is is a free app that provides personal statistics related to Instagram. Instagram) seeks crowdfunding via Indiegogo. such as: pinch/zoom.[83] Printic offers one of the easiest ways to print and share Instagram pictures from an iPhone. in order to be made available as a product. hide photo. The camera is designed with 16 GB of storage.[84][85] Gramatica . without any compensation to you. Results can be displayed in a gallery or linked to a map.16 cm) format. After one day. with the housing designed to look like the Instagram icon. Fast Company listed CEO Kevin Systrom at number 66 in the . called the Socialmatic. and the ability to produce color prints.

included co-founders Systrom and Krieger in its 2011 "30 Under 30" list.[90] In December 2011."The 100 Most Creative People in Business in 2011".[88] Instagram won "Best Locally Made App" in the SF Weekly Web Awards in September 2011.[87] In June 2011.[89] 7x7Magazine's September 2011 issue featured Systrom and Krieger on the cover of their “The Hot 20 2011” issue. Apple Inc. Inc. named Instagram "App of the Year" for 2011 .