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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Do brands have a future on Instagram?

Will influencers become brand champions on Instagram?

16/05/2016
in Opinion
2 min read
Do brands have a future on Instagram?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Slavica Božić, Community Manager

Instagram has become a real battleground for brands. In the rapid expansion of this app and its increasing popularity among young people, many brands have recognized the importance of opening accounts and engaging in communication with the Instagram community. However, Instagram has brought the biggest success to the fashion and beauty industry.

Passionate fans of make-up, clothes and fashion are constantly looking for ideas, products and trends, and the easiest way to present these products is through photographs. The visual nature of Instagram has enabled clients not only to sell their products, but to sell a lifestyle. In many ways, Instagram has begun to do the job of fashion magazines, and we have to admit it is very successful at it.

Instagram has received the most attention and trust from younger brands, which in a relatively short time have built their names on it, felt the pulse of the customers and found a way to become part of their Instagram feed, and subsequently their lifestyle. Realizing this power, many well-known fashion and beauty brands have launched their own profiles and employed teams of people who are engaged in creating content for this network. The photography model has changed – Instagram demands life style moments, a reviving of the brand and constant interaction with models. Big fashion brands have joined the race for the attention of the audience, like Burberry, which uses this platform to promote all its fashion shows and build a buzz between shows, or Women Secret, which has one of the most popular Instagram accounts in the world.

The fact that Instagram is the first choice for fashion and beauty brands is supported by recent research that found that out of 13 million total interactions at NY Fashion Week (like, comment, other activities) 97% of them happened on Instagram, 2% on Facebook and only 1% on Twitter.

And since it has pulled a large number of brands into its story, Instagram is now entering the next stage of development – the end of the organic reach of posts. The increase in the number of Instagram accounts, the inclusion of a large number of brands in the Instagram world, sponsored posts, increased amount of video content – all these have had a role in reducing organic reach. For example, about 70 million photos are posted on Instagram every day, which means serious visual competition between brands that are fighting for a “look at me” in the sea of ​​images.

Instagram, like Facebook, started with a new algorithm which, instead of the quantity of content that ‘pushed’ the brands to the top in terms of follower engagement and presence, now requires quality content for the brand to appear at all in the newsfeed of users. The task for brands in the future will be testing who their followers actually are, and how they can engage them. Another new factor is that recommendations from known influencers carry 22% more weight than a recommendation from an ordinary user. Does that mean that influencers will become brand champions on Instagram and will bring them new followers?

In this race, the inherent glamor of the fashion industry will not be enough. Brands will have to rethink their strategies if they don’t want to be forgotten by their followers as quickly as they started following them.

Tags: InstagramOpinion
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