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’ he said its global responsible business and brand development, James Quarles.
“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 Bats ‘selfi’ “Quarles said in an interview with EFE.
The 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 “genuine and creative” expression of both myself and what that happens in the world and a place to connect with others with which interests are shared.
“It’s not a chat room, or a place to be anonymous, but a space in which he said ‘that’s me and that’s what interests me,’ “he said.
” On our best days, we are the social network of happiness. But happiness is not the only emotion expressed: we have seen riots in the US, snowstorms, the refugee crisis … There harsh images and impacting not only happy and cheerful. We have 400 million cameras documenting what is happening in the world, “he stressed.
The immediacy and the community have been instrumental in the growth, he says, more than the pursuit of the perfect photo or filters . Also the injection of Facebook, which acquired Instagram in 2012 by 1,000 million dollars,:. “would have been impossible without Facebook,” he says
From this month, users the world will see ads on Instagram today and from advertising will be available for all types of advertisers, large and small.
“The advertising will become a natural part of the Instagram experience. 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 response users ads to determine which proposals work.
“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- and attach importance to audiences tool with which users indicate they want to hide a particular ad or a brand.
At the moment, ruled Quarles Instagram go to become an e-commerce platform and argues that it is more conducive to the discovery of brands and products for purchase environment.
also appears in the horizon of the social network to launch a free version of the ad 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 to us. Everyone will see ads in Instagram, will come naturally as it is on television or in magazines, “he says.
According to Quarles, the impact of advertising campaigns Instagram is 2.8 times higher than the conventional ads on the Internet.
The management changes that platform in the near future have to do with providing creative tools for users with improving the discovery of the images that may be relevant to them and with direct and private communication between users.
And the virtual reality that has been dabbling with Facebook Occulus Rift? “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. “
EFE
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