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Manpriya Singh
It’s been a while since the hashtag culture invaded our social lives. Insightful is not what’s expected of social media anyway, instant is. Cut the words, click the drool-worthy picture, throw in a few hashtags; bingo, who can beat the high of the immediate likes?
With well over 1 billion users worldwide (that was last year, by the way), Instagram is all set to take over Facebook in total usage in the US by next year; just as predicted long ago. “A picture is truly worth a thousand words, it is instant, pleasing to the eye and there is nothing like the momentary high of your friends showing approval or a few likes,” Shobita Kadan, director, marketing and strategy, Impresario, opines that it is because of the immense clout that Instagram has among youngsters, the hospitality industry now conceptualises right from the menu to the drinks to the interiors, as Instagram friendly.
She adds, “The usual mantra to connect with youngsters is departure from routine and deviation from the norm; that is just what we do with our very ‘instagram-able’ brands in the food business. We love keeping things bright, colourful, but at the same time, a little left of centre with our approach.” For anyone who has scrolled through ever popular ‘foodfies’ will nod in unison!
#Makes business sense
Connect with youngsters is not the only thing new social media giant has rooting for it; apart from the fact that it’s cool and it’s trending, it makes absolute business sense for players in several industries. Smriti Arora, who runs her fashion studio, feels, hashtags are not just the toast of the millennial, but are a way of finding prospective buyers and target audience. “They help others easily find your posts, make your content visible and also help connect with like-minded people.” And guess what? All that’s good for business!
Visual appeal
Among the several studies and surveys on the social medium, one by Edison Research established a link between Facebook’s decreased usage and the corresponding increase in Instagram’s usage. No surprise given the fact that youngsters swear by the medium’s visual format all facilitating casual browsing and quick entertainment. Rimjhim Mahajan, in her twenties, left Facebook as many as six years ago. “It became too cluttered, just wasn’t a niche medium,” shares the practising lawyer at High Court. She laughs, “Moreover, my parents and elders in the family got on to FB.”
On a serious note, “It’s the Instagram that obviates the need for any other platform. It is so many times better, is pictorial, engaging, and niche. One can protect privacy, pick and choose what one wants to see, unlike in Facebook posts that became random and irrelevant.” The exponential rise in popularity invites the inevitable question; what makes it click? The mobile friendly interface is just one of the reasons, the fact that it is visual sums it up for a generation least interested in time consuming posts. Nods Aashria Arora, fashion graduate, “It is the connectivity that Instagram offers that makes it a hit with youngsters. You can reach out to people far more quickly.” That’s for sure!
Live wire
Pavneet Singh Walia, city-based businessman draws a comparison between Facebook and Instagram. “Facebook is now mostly used for check-ins and sharing pictures with friends and family, but when it comes to Instagram, nothing like the visibility that this medium affords you. Live updates and trending pictures are easily accessible. One scroll is sure to get the user clued into stars, airport looks and much more,” he says.
Examples of catchy visuals
manpriya@tribunemail.com
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