Instagram: Social Networking or Shopping?

Social Media

Social media usage is at an all-time high. More and more people are using social media as technology advancements spread across the world. Millions of people are now able to communicate through various different social media platforms at any time. According to Statista, the number of users is expected to increase by 2023, as shown below.

How Has Instagram Changed Purchasing Behavior?

As to be expected, hundreds of companies and corporations have jumped on this trend and use it to their benefit. Instagram, for example, began in 2010 as a photo and video sharing social networking platform. Now, in 2019, it has changed to be a mix of social networking and social media marketing. The article Brand Communication in Social Media: A Research Agenda, explains that “according to the 2018 CMO Survey, the longest-running noncommercial survey among top marketers in the field of marketing, social media spending now accounts for 13.8% of brands’ total marketing budgets (Moorman 2018)” (Voorveld, 1). This shows the success that brands have had marketing their products online and with the expected increase in social media usage, it can be assumed that success will increase as well. 

How?

How has social networking morphed into social media marketing here? The answer is because so many people are on social media. Brands' messages can reach more people and fast, compared to traditional print advertising. Currently, the use of social media influencers has skyrocketed. Social media influencers are individuals with large amounts of followers. They reach target audiences fast and effectively. The research agenda proposed in the article above explains that more research should be done on the subject. 

How does it Affect Communication?

Communication is changing in every way possible. Face to face communication is diminishing and people are no longer able to carry the same conversations. Social media is the culprit here because more people are communicating online than ever before. Social media is not regulated, meaning there is no regulation on what you post. You can just about post anything, with consequences of course. The issue that is being focused on here is that people can read something and believe it when it is not true. Thus, you should always fact check.  

Zooming in on Instagram communication, people now are trying to promote themselves along with products. What are they promoting though, exactly? There rises another issue. The pressure to be perfect is now increasing and anxiety and depression rates are as well. It is always important to detox from social media and think twice when you see a company, influencer, or advertisement. What are they really saying? food for thought.