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  1. #1
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    [EN] How did Instagram get to 700 million? It advertised on FB, its parent company

    Instagram’s Latest Growth Hacks

    Cory Weinberg
    Apr. 26, 2017

    To take on Snapchat, Instagram has done more than just copy its features. It’s also heavily ramped up advertising on its parent site Facebook, and adopted other growth strategies long used by Facebook, such as sending more messages to users to get them to reopen the app.

    Instagram last year boosted digital ad spending by 30% to 40% to about $80 million, mostly on Facebook, according to a person briefed on the figure. Snap, in comparison, spent $9.4 million last year on advertising, according to its IPO filing. The ads are likely one of the reasons why Instagram reported on Wednesday an increase in monthly active users to 700 million—doubling in the last two years.

    Some of Instagram’s ads were aimed at engaging more users who had been ignoring the app, although others were aimed at finding new users or promoting the Snapchat-like Instagram Stories feature.

    Meanwhile, to get more growth in developing markets, Instagram has also pitched telecom carriers on deals allowing versions of the app that are free of data charges, making it more appealing to people who don’t have data plans. Among the carriers pitched on such an idea was Philippines-based Globe Telecom, according to Globe CEO Ernest ** in an interview with The Information last month. Globe declined to comment on further plans last week because it is in the “negotiation stage.”

    Instagram has historically relied on organic growth rather than advertising. It’s been helped most by the ability to post Instagram photos on Facebook and the fact that people’s friend list from Facebook can be transported over to Instagram.

    But in recent years, Instagram saw a significant slowdown in the number of photos shared per user. At the same time, Snapchat’s users were sharing photos at a much higher rate. Instagram rolled out its Instagram Stories feature, which competes directly with Snapchat.

    Facebook's Lesson

    Its emphasis on advertising and increased notifications to users shows how Instagram has learned from Facebook to do more than just expecting word-of-mouth chatter and engineering-led growth tactics to market a new app. Instagram recently reported its Stories feature has about 200 million daily active users, more than the 158 million DAUs that Snapchat reported for the fourth quarter of last year. Snapchat’s growth slowed at the end of last year, its IPO filing showed.

    The ad push contributed a “single digit percentage” to Instagram’s user growth recently, Instagram spokesman Gabe Madway said. More significant drivers of growth was work Instagram has done to make it easier for people to sign up, such as letting them register for the app on their desktop, and making it easier for them to find friends on Instagram.

    Much of the ads bought were targeted spots on Facebook’s News Feed. Instagram was the fifth-biggest marketer on Facebook paying for ads to install their apps in the fourth quarter last year, according to Sensor Tower, which aggregates ad-impression data from a panel of U.S. smartphone users.

    It’s common for units of media companies to advertise on other divisions, as the money spent doesn’t leave the overall company. Google reportedly does the same thing. In contrast, competitors tend to avoid buying ad space on rival media outlets, not wanting to give revenue to a rival.

    A Facebook spokesperson said the ads it runs for its other apps are treated the same way as ads from outside companies in its auctions.

    Snap hasn’t focused on digital advertising as a growth tactic. (It has bought space on billboards: it currently has its logo splashed across a Times Square billboard.) It also hasn’t prioritized expansion in developing countries. Instead, its focus has been on getting existing users in richer countries to spend more time on Snapchat.

    Snapchat got into hot water in India this month through alleged comments by CEO Evan Spiegel that the company doesn’t want to “expand into poor countries like India.” The company has denied Mr. Spiegel said that.

    The Takeaway

    Instagram is spending heavily on paid marketing, more aggressively sending notifications to get users to open the app again, and trying to strike deals with carriers to reach users in developing countries. These growth strategies are relatively new territory for the company and contrast with Snapchat’s less aggressive approach to user acquisition.

    https://www.theinformation.com/insta...t-growth-hacks

  2. #2
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    Instagram reaches 700 million users at its fastest-ever growth rate

    It attributed the gains to several reasons, including simplifying the sign-up process and making it easier to find friends on the platform.

    Michelle Castillo
    Apr. 26, 2017


    Instagram is now at 700 million monthly active users, adding 100 million more users in just four months.

    The Facebook-owned company announced the growth spurt on Wednesday. It attributed the gains to several reasons, including simplifying the sign-up process and making it easier to find friends on the platform.

    Instagram didn't provide updated numbers on daily active users, and did not have new stats for Instagram Stories. That feature, which allows users to post photos and videos that disappear within 24 hours, is a direct competitor to Snapchat.

    More than 200 million people used Instagram Stories every day as of April, an impressive feat for Instagram considering the feature was only added in August. In contrast, archrival Snapchat's currently has 161 million daily active users.

    http://www.cnbc.com/2017/04/26/insta...ion-users.html

  3. #3
    WHT-BR Top Member
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    Instagram Just Keeps Growing Like Crazy

    The milestone comes after Instagram added a barrage of new features over the past several months

    Lisa Eadicicco
    Apr. 26, 2017

    It's already shaping up to be a big year for Snapchat, but that hasn't slowed rival Instagram's growth one bit. The Facebook-owned photo-sharing app announced Wednesday that it now has more than 700 million monthly active users, up from 600 million just four months ago.

    Instagram says it added its most recent 100 million users faster than ever before. It took six months for Instagram to jump from 500 million to 600 million monthly active users last year, and nine months to expand from 400 million to 500 million.

    The company attributes its growth spurt to multiple factors, including a simplified sign-up process. The milestone also comes after Instagram added a barrage of new features over the past several months, some of which resemble those available on Snapchat. Earlier this month, Instagram integrated disappearing message threads within the app's regular inbox, a move meant to make it easier to see all types of private messages in one place. Instagram added stickers to the app in December that provide context about where a photo or video was taken. The ability to publish more than one photo in a single post, turn off comments, and remove followers are also among the updates Instagram has released in recent months.

    The spike in monthly active users is a sign that Instagram's strategy of mimicking Snapchat is working. The Stories feature has proven to be popular since its August debut: the company says 200 million people use it each day.

    http://time.com/4755768/instagram-snapchat-growth/

  4. #4
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    Why Instagram Is Becoming Facebook’s Next Facebook

    Farhad Manjoo
    APRIL 26, 2017

    At a recent all-hands meeting with employees, Kevin Systrom, a founder and chief executive of Instagram, showed off one of his favorite charts: Days to Reach the Next 100 Million Users.

    “It’s the only graph in the company that we celebrate when it declines,” Mr. Systrom said in an interview last week at Instagram’s headquarters in Menlo Park, Calif.

    Not long ago, the Facebook-owned photo-based social network grew at a steady clip. Every nine months, without fail, Instagram added another 100 million users somewhere in the world. Then, last year, it began racking up more new users every day. It grew to 600 million users from 500 million in only six months.

    On Wednesday, just four months after reaching that milestone, the company announced it had reached another: About 700 million people now use Instagram every month, with about 400 million of them checking in daily.

    I had come to visit Mr. Systrom because I’m one of the new 100 million. I technically joined Instagram years ago but used it only occasionally. In the past few months, however, I began diving in more often, and now I check it several times a day. As I used Instagram more, I realized something about the photo-sharing app: It’s becoming Facebook’s next Facebook.

    Part of what got me interested in using Instagram more was the war between Facebook and Snapchat, the picture-messaging app that has created genuinely new ways of communicating online — and whose features Instagram and Facebook’s other subsidiaries recently copied.

    But once I started using Instagram, I discovered something surprising: Instagram has improved on the features it took from Snapchat. Over much of the past year it has added lots of other features, too. Among them are a feed ranked by personalization algorithms rather than by chronology, live streaming, the ability to post photo galleries and a (controversial) new app design and logo.

    Instagram is now substantially changing the daily experience of using the service at a speed that would ordinarily feel reckless for a network of its size. But rather than alienating existing users, its confident moves seem to be paying off.

    This is difficult to quantify. My subjective experience may not match yours (lots of people, for example, say they hate the new ranked feed). But for me, Instagram’s many changes have made for a social network that feels more useful, interesting and fun than it was last year. Part of it is the new features themselves, but a bigger reason is the greater use that the features have inspired. Networks are better when more people use them more often; the more I’ve used Instagram recently, the more stuff I’ve seen from more people, and the more I want to use it some more.

    Instagram has thus triggered an echo — it feels like Facebook. More precisely, it feels the way Facebook did from 2009 to 2012, when it silently crossed over from one of those tech things that some people sometimes did to one of those tech things that everyone you know does every day.

    In some ways, this is not surprising. Instagram has been growing like crazy essentially since it went live in 2010, and under Facebook — which bought the company for $1 billion five years ago — it has had ample resources to keep that up. But with 700 million users, it’s in virtually uncharted territory.

    There are bigger networks: Facebook has nearly two billion users a month, and two instant-messaging apps owned by Facebook, WhatsApp and Facebook Messenger, have grown past the one-billion-user mark. In China, WeChat also has more users.

    But last year, you might have said there was a question whether a picture-based service like Instagram could have reached similar scale — whether it was universal enough, whether there were enough people whose phones could handle it, whether it could survive greater competition from newer photo networks like Snapchat. Maybe those problems or others will rear up in the future, and growth could yet stall. But for now, Instagram seems to have overcome any perceived hurdles. It seems to have reached escape velocity.

    Mr. Systrom said this plan to rapidly speed up Instagram’s pace of change to attract more users was deliberate.

    “The primary reason we’ve scaled more quickly in the last 100 million is that we’ve figured out that as we’ve scaled, we’ve had to unbreak ourselves,” he said. What he meant was that Instagram systematically analyzed all the bottlenecks to its service and tried to eliminate them. Then it looked for potential opportunities to better serve users and tried to put them in place as fast as possible.

    This sounds trivial — aren’t all companies looking to constantly improve? — but social networks are sometimes held hostage by their most loyal users, who tend to hate change (cough, Twitter, cough). Facebook bucked that trend; as it grew, it constantly adapted its features to become more things to more people. Mr. Systrom is following the same playbook.

    “My favorite thing to ask the team is, how large do you think Instagram will be eventually?” he said. “Usually you get to some large number, and it’s definitely more than two times the size we are now. So I can confidently say that most of the people who’ll eventually use Instagram don’t use Instagram now.”

    Mr. Systrom is a fan of academic business theories, especially Clay Christensen’s, whose “Innovator’s Dilemma” addresses the tension between serving an incumbent audience at the expense of a much greater potential one. The realization that Instagram could become much bigger than it is now was freeing, Mr. Systrom said; it gives the company the confidence to keep changing.

    Some of the bottlenecks the company has addressed in the past year are internal. For example, Mr. Systrom and his co-founder, Mike Krieger, realized that one of the primary holdups was their own decision-making. So in the past three months, they started holding meetings in which they just make a bunch of decisions.

    “We have a doc in which we list out the inventory of decisions on products — as if it’s stacked up in front a machine, waiting to be processed,” Mr. Systrom said. “And then we have sessions where we sit down and we decide. You just work through the decisions.”

    Other bottlenecks involved technical fixes. More than 80 percent of Instagram’s users are now outside the United States, and the service is growing especially quickly in parts of Asia and South America that are dogged by underpowered Android phones and slow cellular networks. (Snapchat, for example, has had trouble with Android performance.) A huge part of Instagram’s engineering efforts are thus devoted to making its Android app work better outside the United States. For instance, after Instagram began Stories — the video-slide show feature it took from Snapchat — it spent a month adding speed improvements for international markets.

    “We consistently find that performance improvements lead to usage improvements at the level of what a new feature would add,” Mr. Krieger said.

    And then there’s Instagram’s decision to incorporate features developed by Snapchat, about which Mr. Systrom was unapologetic. He credited Snapchat with creating Stories, but argued that Stories was no mere feature, but instead a brand-new digital format — something like digital feeds (for instance, Facebook’s News Feed or Twitter’s stream of tweets) — that could be broadly reinterpreted across different products.

    “I don’t know much about the history of cars, but let’s say the Model T was the first car,” he said. “So what do you think the first car company other than Ford was thinking? Are we copying Ford, or is this a new mode of transportation that everyone is going to have different takes on?”

    This can sound a little too defensive, but it’s not exactly wrong. If you compare how Stories works on Instagram with how it works on Snapchat, they are indeed similar. But the context of the two apps — the fact that Instagram tends to foster larger, more public networks in which people maintain a more polished profile, while Snapchat encourages a smaller, more intimate network — does change the nature of the format. Stories on Instagram feels different from Stories on Snapchat because there are different people on both networks using it for different purposes.


    https://www.nytimes.com/2017/04/26/t...-facebook.html

  5. #5
    WHT-BR Top Member
    Data de Ingresso
    Dec 2010
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    Por que será que a assinatura do site The Information é cara?

    Essa "matéria" do NYT me lembrou a multidão furiosa gritando "O povo não é bobo, fora a Rede Globo". Não é bobo, é otário.

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