Assessment 1: Mobile Communications ComparisonInstagramInstagram is a mobile and desktop photo-sharing app that allows users to share pictures, videosand now stories either privately or to the whole world. Instagram was created by Kevin Systromand Mike Krieger and launched the free mobile app in October 2010. Instagram’s initial successwas clear as it had 1 million users just two months after its launch (G Desreumaux, 2014).Instagram was purchased by Facebook for $1billion in 2012. Since then, it’s connectivity withFacebook has increased and is estimated to be worth US$50 billion today, with over 600 millionusers.StrengthsInstagram’s two major strengths are: its entertainment value, and its creation of image-basedcommunities through hashtags. Given that we now live in such a visual society, the app serves asendless hours of visual entertainment to its many users. Mobile phones are now considered a bodilyappendage and never leave our sides. As stated by Desreumaux , over 60% of users log-in daily,making it the second most engaged network after Facebook.Instagram serves as a hashtag search engine which allows users to scroll, like and share whilebeing navigated by the user’s interests. For example, searching for ‘surfing’ under the hashtag ofthe same name.WeaknessesAccording to K Burke (2016), with the creation of business accounts and the increase ofadvertising on Instagram, it will be the end of organic growth for small to medium sizedbusinesses. With the introduction of Facebook’s new algorithm in mid-2016, the companies thatspend the most money will be the ones whose content reaches the most people. Thr algorithm thatwas adopted by Instagram rearranges the posts to show the ‘best’ posts, rather than the posts inchronological order. Depending on what side of the fence you are on will decide if this is a strengthor a weakness. (S Perez, 2016).Target audienceInstagram’s target audience is people aged 35 years and under, specifically millennials andgeneration Y, and also has a feminine skew. Instagram now has 600 million active users worldwide 75% of Instagram users reside outside the US 90 % of Instagram users are younger than 35 (K, Smith, 2016)EffectivityInstagram is a very effective social platform, and it enables brands to specifically target theirconsumers, whilst also having access to detailed analytics (like all social platforms). 48.8% of brands are on Instagram in 2016. 90 of the top 100 brands in the world have an active Instagram account. Engagement with brands on Instagram is 10x higher than Facebook, 54x higher thanPinterest, and 84x higher than Twitter. (Pahwa, 2017)From a user’s perspective, the app’s ease of use, connectivity with Facebook and the introductionof private messaging in 2014 allows users to connect and communicate in their preferred methodand level of exposure. (Crook, 2013)Remuneration modelsAs stated by Pahwa (2017), Instagram didn’t generate revenue until late 2013 when it proposed aremuneration model through advertising. It introduced sponsored posts to US users in 2013 andUK users in 2014. Instagram Ads was launched in late 2015. Brands can now advertise using fourdifferent ad formats: image, video, carousel and stories.According to Smith (2016), by the end of 2017, Instagram’s global mobile ad revenues willreach $2.81 billion.PlatformsThe essence of Instagram is as a solely mobile app. Even though users are able to view and searchon a desktop, you cannot post content, direct message or link to Facebook. As such, theinstantaneous sharing, which is a core element of the app, is lost.YouTube pre-roll adsYouTube was created in February 2005, by three former PayPal employees: Steve Chen, ChadHurley and Jawed Karim. YouTube initially had overlay ads which would appear at the bottom ofthe screen while a video played. Pre-roll ads were introduced in late 2009 and have increased infrequency and duration since. (Van Buskirk, 2009). YouTube was purchased by Google in 2006for $1.65bn USD.StrengthsThe ads are unavoidable. Either a portion or the whole ad must be watched in order to get the videoyou want to watch. This is both a strength and a weakness.YouTube’s range and frequency of use is also a strength. Pre-roll ads on YouTube are nowaccepted as common practice in the majority of videos, and popular videos all have pre-roll ads.(Fortune Lords, 2016); Almost 5 billion videos are watched on YouTube every single day YouTube gets over 30 million visitors per day 6 out of 10 people prefer online video platforms to live TVFor advertisers, the strength of a pre-roll ad is keeping the customers undivided attention; thechallenge being whether they can keep it.WeaknessesPre-roll ads can be seen as annoying and irritating to viewers, especially if they aren’t targetedcorrectly. Even if the ads are targeted correctly, they need to be engaging, direct and memorable,as otherwise it will be quickly forgotten and superseded by the conten the viewer originally wantedto see.Target audienceYouTube’s target audience is young males. The following statistics break up YouTube’s targetmarket: Female users are 38% and male users are 62% 80% of YouTube’s views are from outside of the U.S. In an average month, 8 out of 10 18-49 year-olds watch YouTube (Lo, 2016)EffectivityMobile accessible video content is the way of the future. This can be seen through the introductionof mobile streaming platforms by traditional television networks, such as ‘Ten Play’, introducedby Channel 10. According to Fortunelords (2016), 6 out of 10 people prefer online video platformsto live TV, and the number of hours people spend watching videos on YouTube increased 60%from 2015.Remuneration modelsYouTube makes money from advertising, and the amount they make is determined by the CPM(cost per thousand). This means that when viewers are directed to specific content via GoogleAdwords, for every 1000 views, YouTube will make eg $0.40c. (Lo, 2016)PlatformsYouTube is both a successful desktop and mobile device platform. The future of its use isdetermined by the user, rather than the platform itself. As stated by Gaille (2016), more than halfof current YouTube views come from mobile devices. While there could be an argument thatdesktop will always have a place when watching longer videos, this is also disproven byFortunelords (2016), who state that the average mobile viewing time lasts more than 40 minutes.ComparisonYouTube and Instagram have many similarities and many differences. They are both popular witha younger demographic, but do appeal to different genders. Both are very well equipped to progressin the mobile age, however Instagram’s “instantaneous-ness” outranks YouTube’s ability to postcontent so readily for users. Instagram, with the introduction of Stoires indicates a significant stepinto video, making their offering more diverse having video, image and messaging. The future ofYouTube is less diverse but a natural progression. As stated by Ingram 2017, YouTube islaunching YouTube Red in late 2017, an online video subscription service with original contet,starting with 40 TV-style shows.AgencyKonichigram is a Sydney based boutique marketing agency that specialises only in Instagramcontent, marketing and representation. Started by Adam Green (Greenie) in 2010, it has grown tobe an office of ten in the heart of Bondi Beach. Konichigram do not provide services for any othersocial or digital platform. Konichigram’s main services are Account Strategy, Copywriting,Account Creation & Security, Brand Partnerships, Analytics, Content Creation and Influencer-toInfluencer conversations.The focus on solely Instagram comes from the belief that it is the platform of the future, and basingall campaigns around strong visual both video and still content. Specialising in only one platformallows Konichigram to be specialists in this field and has allowed them to work with many smallto medium sized clients who are like minded in their belief of visual campaigns.The majority of their clients are ‘edgy’ Australian brands (Four Pillars Gin, Bullet Whiskey) thatare trying to break through the ‘noise’ of their competition on Instagram by creating striking andengaging visual content. Konichigram’s brand personality is fun, cheeky and edgy which is in linewith the platform they love.As a business model, exclusively dealing in one social platform, especially as a young business,would not normally be recommended and be quite risky. However, if they were able to developinto a leader within their field and create viral, memorable content, and reach the same level assome of the full service ad agencies in recognition and perception, such as Soap Creative, then therisk will be worth it.ReferencesBurke, K 2016, Instagram for Business: Pros and Cons of Instagram’s Changing Platform, accessed 17October 2017, Buskirk, V 2009, YOUTUBE EMBRACES PRE-ROLL VIDEO ADS (UPDATED), accessed 19 October 2017,.Crook, J 2013, Instagram Introduces Instagram Direct, accessed 22 October 2017,.Desreumaux, G 2014, THE COMPLETE HISTORY OF INSTAGRAM , accessed 15 October 2017,.Fortune Lords,. 2016, 36 Mind Blowing YouTube Facts, Figures and Statistics – 2017, accessed 19October 2017, .Gaillie, B 2016, 39 Astounding Youtube Demographics, accessed 22 October 2017,.Imgham, M 2017 It’s debuting 40 TV-style shows over the next year. Accessed on 20 October 22017Lo, Y 2016, HOW DOES YOUTUBE MAKE MONEY?, accessed 22 October 2017,.Perez, S 2016, Instagram’s new algorithm that puts the best posts first goes live, accessed 17 October2017, .RUSLI, EM 2012, Facebook Buys Instagram for $1 Billion, accessed 15 October 2017,.Smith, K 2016, 37 Instagram Statistics for 2016, accessed 19 October 2016.
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