They say a picture is worth a thousand words. Photo-sharing site Instagram can be worth a lot more to brands constantly trying to cut through the clutter. ... But PR execs have to look at Instagram in a different light, according to Matt Rozen, group manager of corporate social media at Adobe.
The photo-sharing site, which Facebook acquired last year for $1 billion, isn’t necessarily designed to draw people to a different Web destination, but play directly to their emotional center.
“I don't think people click on links in Instagram comments, nor do I think people will take action” if there is a call to action embedded in the picture, said Rozen. “People look at Instagram for a quick fix, a laugh, to be inspired or even to be surprised.”
The challenge for PR pros is how to convert words that take up a good part of the daily PR traffic into images that will enhance their messages....