Instagram is claimed as a documentation of human nature that has 400 million cameras, not only the fate of the happy photos and sticks to the selfis.
“We have to be the place where people start their day, which will first get up. Because we are useful and because we offer things that matter (…) Instagram is not just the social network of happiness and clubs selfi “he explains in an interview with Efe responsible for the overall business and brand development Instagram, James Quarles.
Digital Photography, owned by Facebook, celebrates five years on 6 October with 400 million users, an increase that, according to the manager, answers that has been articulated as a platform for the expression “genuine and creative “both myself and what happens in the world and a place to connect with others with whom they share interests. “There is a chat room, or a place to be anonymous, but a space in which to say ‘that’s me and that’s what interests me’,” said Quarles. “On our best days, we are the social network of happiness But happiness is not the only emotion expressed.’ve Seen the riots in the US, snowstorms, the refugee crisis … There harsh images and impacting not only happy and joyful. We have 400 million cameras documenting what is happening in the world, “he stresses. The immediacy and the community have been instrumental in the growth, he argues, but the search for the perfect photo or filters. Also injection which Facebook acquired Instagram in 2012 by 1,000 million dollars, “would have been impossible without Facebook,” he admits. Since today, users worldwide will see ads in Instagram and advertising will be available for all types of advertisers, large or small. “Advertising will become a natural part of the experience of Instagram. We are very aware of the data to figure out the right amount of ads that do not interfere with the activity of users, to achieve balance. We always say that seeing ads in Instagram has to be like flipping through a magazine, “he says. Quarles insists several times during the interview that the team continuously monitors statistics and user feedback to determine which ads to run proposals. “We want to prove that ads as relevant as the actual content of users. (…) We want to help companies find their voice and visual connect with our community,” stresses. To do this, continues working with brands to launch interesting ads, try scoring serving advertisements to the right, with the same system Facebook- hearings and attach importance to the tool with which users indicate they want to hide a particular ad or a brand. For now, Quarles ruled that Instagram will become an e-commerce platform and argues that it is more conducive to the discovery of brands and products for purchase environment. Neither it appears on the horizon of the social network releasing a free version of ads in exchange for a monthly subscription fee, as do services like Spotify. “We want to grow our community more to limit such growth business model. The subscription does not make sense for us. Everyone will see ads in Instagram, will come naturally as it is on television or in magazines,” emphasizes . According Quarles, the impact of advertising campaigns Instagram is 2.8 times higher than conventional ads on the Internet. The management changes that platform in the near future have to do with creative tools provide users with improved discovery of the images that may be relevant to them and with direct and private communication between users. And virtual reality? “There will be some experimentation with spherical photos that you see more than 180 degrees. (…) We love to innovate, but I’m not sure how we could include virtual reality from the point of view of both production and consumption” .
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