In the Adage article, Instagram Will Win the Social War, and Adland’s Other Top Predictions From #AADigital, four leaders in the digital media industry predict which platform will win the social war.
Frankly, the title of the article seems forced – the videos are not specifically about Instagram or the social war. Each interview is a short (~90 second video). They are worth watching.
Galloway discusses the two levers to measure the power of a social media platform are:
- size of community, and
He then talks about a “Power Index” which multiples size of community times engagement, then compares Facebook to Instagram, and concludes that Instagram is the most powerful social media platform in the world:
- Facebook: 1,500,000,000*.1 = 150,000,000
- Instagram: 200,000,000*1.5 = 300,000,000
Mooney agrees that Instagram will continue to grow, but she points out Instagram’s major obstacle is connecting the product to the commerce opportunity – there is no easy way to click from an Instagram ad to purchase a product.
The biggest opportunities are to create a clearer pipeline between Instagram ad and product purchase.
Wiener discusses three core ways for marketers to rethink their digital infrastructure to connect with customers:
- rethink budgeting
- new success metrics
- right-time marketers (“doesn’t have to be real-time, but has to be right time.”)
He then says that Instagram, Facebook, and Twitter are about what’s happening in real-time or in the recent past while Pinterest is about the future – it’s aspirational and can be a useful marketing tool. He predicts that Instagram and Twitter will add additional tools for brands to better advertise.
Lord uses a lot of buzzwords and doesn’t say anything particularly interesting.
Overall, I think these industry leaders echo many of the conversations we’ve had in class: engagement, ROI, real-time communication, etc.
What is your major takeaway from these videos?