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.