Instagram is one of the social media platforms which enhance communication and socialization within societies. Both companies and individuals can use the platform for various reasons like for marketing, launching new products, informing the public or educative avenue, and seeking opinions of the prospective customers about their concerns. As such, it has features like video, photos, story, messenger and postings which enhance interaction between organizations and the public. Instagram can be considered as creative and explored a global idea that creates opportunities for organizations` change.
Key Features of Instagram
Lee 2018 posits that Instagram video posts allow an organization or an entity to post their video which can last for up to sixty seconds. In the video post, a user can tag other users and filter the video before sharing it. Video posts can generate more user engagement that photos according to research by Instagram.
Live Video Feature
Live video as a feature is different from Instagram video simply because the video is taken live. A user can go live with an event of video message and such coverage disappears after the live recording is over. Within this feature, followers are given a notification to signal that a user is going live. Additionally, followers can like and comment on the video in real time as the recording continues. The comments can also tag other people to come and view the video. It helps marketers to build transparency and authenticity to a brand (Lee, 2018).
The stories feature is one of the latest technological advancements the Instagram has established. It allows for videos or clips to a story which then vanishes after 24 hours has elapsed.
Scherer 2018 state that the features of Instagram allows the user to exploit such opportunities for their benefit, and depending on how a user is good at them, an entity can increase their followers in Instagram and increase profit margins.
Instagram`s Opportunities for Strategic Change
There are some opportunities that Instagram as a creative platform can give companies for a strategic change. Instagram is a technological venture, it offers an opportunity for building brand identity, and it can also spur internationalization.
Brand identity or brand image is the perception of consumers, or prospective customers have about an organization and the goods and services they offer. Such identity can be built through intense marketing or the size of the company regarding market share. According to Tuten, & Solomon, 2017, Instagram offers a creative stage where organizations can market their products and or services. It allows the organization to use videos to showcase their products. Photos and events in which the company engages in allow for such opportunity to build the corporate image. Customers can see the corporate social responsibility of the firm and how it impacts society. The identity/image of the firm can thus be enhanced to a global scale.
Internationalization is the expanding of the operations of a firm beyond its mother country to other nations. When companies post their goods and services, prospective clients can like and comment on them. Additionally, the company can be contacted through messenger. Other small organizations can thus approach them for partnerships, mergers and possible acquisitions (Tuten,& Solomon, 2017). The posts which include videos, live feeds, and photos, are significant in attracting a client base within a certain locality. As such, the firm can make steps to expand their services to such countries or geographical locations hence internationalization.
Lee K. (2018). The Complete List of Instagram Features for Marketing Experts. Sproutsocial. Retrieved on 26th October, 2018 fromhttps://sproutsocial.com/insights/instagram-features/
Scherer J. (2018). The 7 Characteristics of a Profitable Instagram Strategy. Wishpond. Retrieved on 26th October, 2018 from https://blog.wishpond.com/post/115675436702/instagram-strategy
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.