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Corporate Influence

The rise of Instagram and Influencer Marketing

Instagram (also known as IG) is a social networking application made for sharing photos and videos with the help of mobile devices running the iOS or Android (or Windows Phone) platforms. Created by Kevin Systrom and Mike Krieger and launched in October 2010 and was exclusively available to iOS and an Android version was released 6 months later.

IG created a lot of hype since its early days mainly due to the different types of filters to use in photos and making it available for users to edit photos using the filters in-app right before uploading their contents. IG was able to gather a million users in its first two months, and 10 million by the end of its first year of operation.
While many companies are engaged in direct marketing through their official IG accounts, Influencer marketing has recently become one of the latest and prominent marketing phenomenon- it refers to the promotion of brands and products online, and IG was one of the first social media networks to develop links between brands and influencers.

A key strength was perhaps the added backing by Facebook besides its inherent value of the highly visual posts. Influencer marketing is the notion of brands reaching their target audience through an online influencer- mostly celebrities and successful people with many followers; and pass on to their followers the message they intend to spread. It is true that some brands are considered quite influential themselves, but many firms found working with successful influencers with a large fanbase a great opportunity and an effective tactic to market their products.

The rise of YouTube and monetisation

Since its launch in 2005, YouTube has changed the way we watch videos and create influential content online. With an audience the size of a quarter of the world’s population, this global phenomenon has over 1.8 billion active users logging in each month to watch videos. If each individual person held an account- that would be a quarter of 7.6 billion people on the planet last year using the platform.

Last year, in an average month 8 out of 10 people aged 18-49 years-old watch YouTube. The free streaming networks popularity has stemmed from the fact that we live in a multi-platform and a multi-screen world, where we want to consume our content wherever we are rather than having to pay for T.V which is only restricted to our homes.

Rather than reaching for the T.V remotes, more and more people are reaching for their phones and that is what makes YouTube so popular in the digital era. The fact that it is accessible anywhere and anyhow. YouTube covers over 95% of the world’s population and you can use the streaming site in 76 different languages.

From vlogs to music videos to gamer channels and branding, YouTube is the second most consumed site in the wold, behind google, and it shows no sign of slowing down.

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