Abstract
This paper argues that there are several communities that are able to communicate and collaborate online, using the social media network, Instagram. These communities include fashion, beauty and fitness. The paper includes an article by Syrdal and Briggs (2018), describing how Instagram visual-based interface increases the engagement and communication on that particular platform. Also, throughout this paper Jeffree Star (an online makeup guru with millions of followers) is used as an example of influencer marketing and brand placement on Instagram. Liu & Suh, (2017) furthur explain how this is a different type of fame, and what these Instagram users are promoting automatically makes their opinions accountable, because of their followings. All mentioned communities are saturated in the Instagram space, although this makes it easier for those that are within these communities to communicate and collaborate with each other.
Keywords: communication, collaborate, Instagram
The online social network, amongst others such as Facebook, Twitter, Youtube and anymore – has grown rapidly over the eight years since it was launched. As stated by Bradley (p. 2, 2014), “A social networking site is defined as a trusted network, viral community, e-community, or online community where a group of people interact through newsletters, blogs, comments, telephone, e-mail and instant messages (cont.)”. The keyword here being community, is a perfect word to describe what kind of platform Instagram is, notably within certain niche’s or interest-groups such as fitness lovers, fashion lovers and beauty bloggers. With the use of online celebrities (or influencers as t they like to be called), product placement and brand awareness if another way that users collaborate and connect on the app. The algorithm that Instagram utilises throughout its app, allows users to use the app with ease and view content that they would like to see, with minimal ads. I argue that many communities such as the fitness, beauty and fashion; have been able to collaborate efficiently online, using the popular social network, Instagram. Firstly, I will give brief information on what Instagram is and what it’s impact on the social media world, then I will introduce the fashion industry, followed by the beauty and fitness industries, and what Instagram has done for them, and lastly the conclusion.
As mentioned earlier, Instagram is one of the most used social networking sites to date, because of its easy-to-use interface, the fact that it is very image based, and how it constantly promotes on-going interaction and engagement between users and businesses. According to Statista (2017), Instagram has reached 800 million monthly active users, compared to the internet’s most used site Facebook (with 2.2 billion monthly active users), Instagram is not running too far behind (“Facebook users worldwide 2017 | Statista”, 2018). The majority of its growth is dedicated to the evolution of the mobile experience (faster 4G networks available on mobile phones), and also the adoption of high-tech camera functionality embedded into mobile’s today (Bradley 2014). This has escalated the quality of content that users are able to post online, making it easier for users to portray themselves as ‘professional’ or talented “Instagrammers”.
Instagram has a very easy to use interface, starting with a feed that show’s the user photo’s from people are they are following. Originally, the order of these posts were dependent on the timing of when it was posted, now, Instagram sets an algorithm of what profile’s you are most interested in, and pushes their content posts to the top of the feed (support). Although this can benefit some, it also can make it harder for someone to get their post seen, especially if they don’t have much engagement on their post. To upload, users can either choose a photo or a video to upload, then the app allows them to edit with filters, cropping tools and lastly add tags (@usernames and #hashtags), and asks where the user wants the post to be uploaded – profiles can be synced to Facebook, Twitter and Tumblr accounts. This allows users to connect with not only their Instagram followers but those from their Facebook, Twitter and Tumblr accounts, which not only gains exposure for their post, but for Instagram as a network. Once a post is uploaded, other users have an option to double-tap causing them to like the photo, or to comment – both of these options create engagement and interaction between the user that has uploaded and the one connecting. Another type of ‘feed’ users can browse through is the ‘explore page’ – this page displays photos of trending posts, people you may know posts and suggested locations and users Instagram recommends you should follow. This is an easy way for users to get their profiles ‘out there’ and discovered – creating online communities and forming online friendships. With the use of hashtags, @usernames and profile syncing, users can easily connect with whoever they want, on whatever platform they want.
Instagram hugely involves users into a world of hashtags, where users feel a sense of belonging within their own interests, whether it be food, fashion, beauty, fitness etc. Some users not only create a personal account, but a second account that is dedicated to their obsessions, for example @MenWithStreetStyle. This account is followed by 2.9 millions users, but has no personal aspect to it, as the account just shares solely images of ‘men with street style’. Each image that is uploaded is then attached with a number of hashtags to get the photo out there. Such as #StreetStyle, #StreetFashion, #MenWithStyle, #Style, #StreetFashion. These hashtags not online grab the attention of other users, but encourage others within the ‘fashion community’ to follow and engage with this post, and better yet, create their own content using the mentioned hashtags. There are many fashion influencers/bloggers that have established themselves on Instagram, and are even sent clothes by big brands to increase the brand awareness for those clothing lines.
It has always been said that platforms that have more visual aspects to it usually succeed are used more frequently by users; and also create more engagement (Syrdal and Briggs 2018). Content, especially on Instagram is expected to be rich in nature and eye- catching, as the interface is a feed of just images (or short videos), there are no statuses like Facebook’s feature; it’s simply images and videos (Syrdal and Briggs 2018). Instagram works on a similar algorithm to Pinterest, where the quality and aesthetic of images is what determines how ‘good’ someones profile looks, and how likely they are to follow you (Syrdal and Briggs 2018). What makes up a users profile is their posts, displayed in small squares, which some like to organise so that posts match each other and makes the profile seem more organised and thought-out (making it more likely for someone to follow them). Instagram users enjoy scrolling through their feed viewing high-quality, eye-catching images/videos, this is why those aesthetically pleasing Instagram profiles, are the ones that have a high amount of followers. An example of this could be @JayAlvarrez who has been taking scenic and travel photos for many years and has curated 5.9 million followers on Instagram alone.
Research has shown that individuals use social media for two uses, the first it to find others with similar interests to them, thereby forming friendships/relationships. The other reason, is for users to “maintain already existing relationships” (Bradley 2014). In the context of Instagram, users are urged to ‘find each other’ through hashtags, the explore page and suggested users – listing other Instagram profiles with similar posts/ hashtags; creating engagement and connection.
Mentioned by Casaló, Flavián & Ibáñez-Sánchez (2017), Instagram is not only great at creating personal bondings, but between the a brand and the consumer, the SNS (social networking site) generates a high level of brand community and engagement. It leaves a platform open for consumers to comment/rave (and even discriminate against) a product; generating organic (or paid) exposure online.
Another community that continuously thrives to blossom on Instagram is the beauty community. Young teenage girls are the main users in this community, with beauty pages being created show their love for makeup, to pages dedicated to their favourite makeup artist. Instagram has made it easier for users and their followers to communicate, bringing a community closer. Similar to the fashion community certain hashtags are used on the SNS to categorise make up looks and encourage users to re-create those looks. These include #SmokeyEye, #NaturalLook, #JeffreeStar, #WingedLiner.
One of the major ‘beauty-gurus’ Jeffree Star has generated a following of 5.7 million users simply by sharing his love and skills for makeup on the SNS, sharing videos and images daily (“Jeffry Star (@jeffreestar)”, 2018). His posts attract just under 250,000 likes and around 1,000 comments alone, the majority of them being makeup-obsessed junkies showing their appreciation, asking questions, requesting videos and looks (“Jeffree Star (@jeffreestar)”, 2018). The success of Jeffree Star’s self-branding on Instagram has allowed him to launch his own cosmetics line named ‘Jeffree Star Cosmetics’.
Self-branding has recently became a used phrased to describe those that remake themselves as a “saleable commodity to attract attention and acquire cultural and monetary value through social media platforms” (Liu & Suh, 2017). Just like a normal business brand, one that is self-branded must attract engagement and exposure in order to sell themselves or the products they are creating. Seen as a different type of fame, self- branding promotes both business targeted self-presentation online and authenticity through the posts that are being put on Instagram (Liu & Suh, 2017). Meaning, presenting themselves online has to cater (and target) not only to the mainstream market, but to those that are potential customers. Brands then tend to utilise the exposure of these online celebrities and this is when product placement comes into play. For example, cosmetic brands such as Benefit or Urban Decay send out free products to these influencers (along with payments) to get a post on Instagram in return with certain tags and #hashtags to increase brand awareness and in-turn, influence their followers to buy the same product from that brand. This can close the gap between brands (makeup brands in this instance) and users (makeup users) where the brand has such a presence on social media that they almost become part of the community online too.
Another industry/community that is active on the Instagram platform is the fitness community. Those that are fitness obsessed have found a ‘home’ to where they can find food and training advice, and loads of information on how to stay or become healthy (Neal 2017). Online fitness fanatics are prone to posting progress photos to keep their followers interested and help them stay relevant. They almost become personal trainers without the qualification because of their success (online) (Neal 2017). A very successful and well-known example of this type of influencer would be Tammy Hembrow, with now 8.1 million followers, Tammy is an ambassador for a protein brand Women’s Best and models for big brands such as Good American (Khloe Kardashian’s denim brand). Tammy also creates her own fitness programs, as she is well known for her ‘bounce-back body’ after giving birth to two children, she has managed to keep a tight, fit body that her followers love.
There are many online communities that Instagram has helped stay connected whether it be a fandom or a fashion interest, accounts that are dedicated and/or even personal
accounts that post similar posts can share similarities and interests, creating online engagement and connection, making the world a smaller place (online). As Instagram is one of the fastest growing social networking sites with its monthly users number growing every year, users find it easier to interact and search for conversation within the Instagram app to be a part of or to create a community. Mentioned earlier the fashion community heavily relies on social media to keep up with trends and especially for users to see what celebrities (if not, influencers) are wearing with their #OOTD (outfit of the day) posts. Users such as @MenWithStreetStyle post inspiration for users (targeting males) on being fashionable. In the beauty community, mentioned earlier was user @JeffreeStar and how he creates conversation online because of his massive online following in the beauty community, and even creating his own line of cosmetics. Lastly, in the fitness industry many accounts are open conversations for trainers and gym-goers to connect with each other and share information such as diet tips and workout plans to assist and transform bodies all around the globe. Tammy Hembrow was mentioned as she has made herself very well-known in the fitness industry thanks to her great use of Instagram and posting body images online to show her progress from her baby body to post-baby body. With the use of hashtags, influencers and plenty of engaging content, Instagram can very much assist communities in collaborating efficiently online.
References
Bradley, P. (2014). Instagram: Why do we post?(Order No. 1588772). Available from ProQuest Dissertations & Theses Global. (1689397064). Retrieved from https:// search-proquest-com.dbgw.lis.curtin.edu.au/docview/1689397064? accountid=10382
Casaló, L., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, And Social Networking, 20(6), 369-375. http://dx.doi.org/10.1089/cyber.2016.0360
Dijkmans, C. Kerkhof, P. and Beukeboom, C. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management 47. 58 – 67. http://dx.doi.org/ 10.1016/j.tourman2014.09.005
Facebook users worldwide 2017 | Statista. (2018). Statista. Retrieved 30 March 2018, from https://www.statista.com/statistics/264810/number-of-monthly-active- facebook-users-worldwide/
Jeffree Star (@jeffreestar) • Instagram photos and videos. (2018). Instagram.com. Retrieved 30 March 2018, from https://www.instagram.com/jeffreestar/
Instagram monthly active users 2017 | Statistic. (2018). Statista. Retrieved 30 March 2018, from https://www.statista.com/statistics/253577/number-of-monthly-active- instagram-users/
Liu, R., & Suh, A. (2017). Self-Branding on Social Media: An Analysis of Style Bloggers on Instagram. Procedia Computer Science, 124, 12-20. http://dx.doi.org/10.1016/ j.procs.2017.12.124
Neal, M. (2017). Instagram influencers: The effects of sponsorship on follower engagement with fitness instagram celebrities (Order No. 10689330). Available from ProQuest Dissertations & Theses Global. (2014469958). Retrieved from https://search-proquest-com.dbgw.lis.curtin.edu.au/docview/2014469958? accountid=10382
Syrdal, H. A., & Briggs, E. (2018). Engagement With Social Media
Content: A Qualitative Exploration. Journal of Marketing Theory and Practice, 26(1), 4-22. http://dx.doi.org.dbgw.lis.curtin.edu.au/ 10.1080/10696679.2017.1389243 Retrieved from https://search-proquest- com.dbgw.lis.curtin.edu.au/docview/2014967691?accountid=10382
Tammy (@tammyhembrow) • Instagram photos and videos. (2018). Instagram.com. Retrieved 31 March 2018, from https://www.instagram.com/tammyhembrow/