Identifying And Understanding Online Influence Essay

Introduction These days Instagram is more than a trendy app for documenting your cat, brunch and gym selfies. Every post is considered content to marketers thus targeting highly engaging Instagram users—influencers—to leverage brand content. With the rise of influencer marketing, analytics from likes, followers and comments are given emphasis in understanding the engagement and impact of an Instagram account. PR firms and/or in-house communications use these data to identify online influencers and to collaborate with them. Influencers boost a brand’s social media presence providing the opportunity of the potential to increase market sales. As an avid Instagram user, or an ‘Instagrammer’, I believe there is more to influence than the numbers projected online and that â€Å"real life† or offline impact must be taken into account. This research proposes the â€Å"Alexa Impact Factor† as an alternative approach to identifying and understanding online influence. Growth of Instagram Founded by Kevin Systrom and Mike Krieger in October 2010 as a free photo-sharing iOs-only app, Instagram has grown into a powerful marketing mobile platform with a web presence in 2016. Since its acquisition by Facebook in April 2012 for $1 Billion, in-app features have been updated to include video-sharing, direct messages, sponsored posts, and more recently, â€Å"Stories†, which allows users to post multiple photos and videos that only lasts for 24 hours on their profile. In June 2016, Instagram announcedShow MoreRelatedEstablishing A Small For Medium Enterprise ( Sme )1468 Words   |  6 PagesWhen establishing a small to medium enterprise (SME), it is vital that an entrepreneur considers establishment influences, which can determine the success or failure of a business. 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