Instagram, a new playground for brands

With more than 700 million users in 2017, Instagram ranks in the trifecta of the most populated social networks ahead of Google+, Pinterest and even Twitter. The advent of smartphones and the creation of Instagram in 2010 have upset our relationship to photography, elevated to the rank of the most shared media and democratized its uses, making each of us potential budding photographers (we did say potential! ). Instagram has therefore quickly won over millions of mobile users around the world, attracting by snowball effect the first advertisers seeing it as an opportunity to take advantage of user-generated content (UGC). Acquired in 2012 by the American giant Facebook, Instagram seems to be following in the footsteps of its big brother with a constantly evolving business model: from the simple mobile app to the arrival on the desktop, through the integration of videos or…