I agree that Instagram is an effective tool and a core social media platforms for brands to engage consumers because I personally use Instagram and I check it many times a day. Nowadays, smart phone is an essential part of our lives. No matter business people, adults or teenagers are all using it everyday for business, studying and entertainment. Although I knwo Instagram is one of the top app in app store, I'm still surprised that Instagram registers consumer engagement 18 times that of Facebook and 48 times that of Twitter. People love to record those little things happened in their lives, like a cup of flat white they had in lunchtime, a fancy new dress they brought or just a beautiful sunset on a lazyafternoon. It is clear that consumer give out free advertising of products for brands when they upload photos and comments. From the article, "the study found that social media platforms based on visual content engage consumers more than other kinds of social platforms". It is so true that a nice photo is worth 1000 words because visual content like photos and videos are more attractive and strong than arctiles and comments. Moreover, besides those brands which has offocial accounts on Instagram, Instagram users are even interacting with brands that do not have an official Instagram page. For example Chanel does not have an official account, but therea are more than 2.7 million images uploaded with the #Chanel hashtag. It is obviously that Instagram did a fantastic job in advertising products and brands, directly and indirectly. Therefore instagram can definately be called the consumer engagement king.
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