Consumers on Instagram: Through their looking glass

06 Jan 2017|Added Value

This article published on Warc explains how marketers can harness the power of Instagram and user-generated visual content to create value for their brands.

  • The images people share on Instagram provide not only authentic brand assets that others are keen to engage with – they are also the most direct way of seeing the world through consumers’ eyes.
  • In a world where consumers are increasingly demanding transparency and authenticity, user-generated content (UGC) is consistently outperforming brand creative across a whole range of metrics.
  • A study of holiday-related images shared on Instagram helped Kantar Added Value identify cultural trends currently shaping the world of travel and tourism and assess the degree of consumer engagement with different cultural spaces.

Instagram and other user-generated visual content remains a largely untapped marketing resource. The images people share provide not only authentic brand assets that others are keen to engage with – they are also the most direct way of seeing the world through consumers’ eyes. Kantar Added Value has partnered with visual marketing platform Olapic to help brands do just that.

The first digital photograph dates back to 1957. Today, more pictures are taken every two minutes than throughout the whole of 1800s . And the vast majority of those are by people recording their lives and experiences, not brands or organisations.

At the same time, the phenomenal improvement rate of mobile cameras is all but obliterating the gap between ‘professional’ vs. ‘amateur’ visual content, as demonstrated by Apple’s recent ‘Shot on iPhone’ campaign.

What’s more, in a world where consumers are increasingly demanding transparency and authenticity, User-Generated Content (UGC) is consistently outperforming brand creative across a whole range of metrics. Since 76% of consumers find UGC more honest than branded content*, it’s no surprise that companies see a 78% lift in conversion rates when their customers interact with it. After all, you’ll never find a better sales rep than your most loyal and engaged followers.

Yet the value of User-Generated Content for brands extends so much further. In partnership with visual marketing platform Olapic, consultancy Kantar Added value has identified three other ways marketers can harness the immense power of channels such as Instagram.

Click here to read the rest of the article on Warc.

This article was written by Izzy Pugh, Director of Cultural Insight & Semiotics and Inese Smidre Brand Project Manager at Kantar Added Value UK.

Image source: Unsplash

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