Marketing Final Assignment:

The emergence of Instagram and aesthetic art visuals for

Business Marketing through influencer marketing

Satria Aji
16/397136/EK/21092
Abstract
This paper examines the emergence of Instagram as a new place in doing
marketing for business. Instagram, with millions of daily users, has finally
updated its applications with the new feature: Instagram for Business.
People are now can see the difference between who is using as a personal
account and whose using it as a Business account. They now can register
their business by linking their Facebook business profile for free (except if
you are going to use the embedded “promote” program) However, there are
so many new businesses that grows also using those features. Furthermore,
it also creates a new trend in doing Design, Photography and Videography
as its biggest power when new businesses are trying to penetrate its
marketing power on the Instagram.
Table of Contents

Abstract .................................................................................................. 2

1. Introduction .................................................................................... 4

2. Body ................................................................................................ 5
2.1 How an aesthetic photo can turn to a good part of marketing in
Instagram by increasing credibility and trustworthiness ............................. 5
2.2 Example: Daniel Wellington on example of Branding in Instagram
through aesthetic photos by endorsing ......................................................... 6
3. Conclusion ...................................................................................... 8

Reference: .............................................................................................. 8

 1. Introduction

Instagram is a social media for people who wants to share their life through
photography, videography and visual design. It was first launched on 6th of
October, 2010 by Kevin Systrom and Mike Krieger, then, later on April
2012, Instagram was acquired by Facebook for US$1 Billion in cash and
stock.[1] The photo sharing platform, which now has more than 800 million
of active users, has growing significantly since its first time launched on
2010. Not only for personal purpose, but Instagram now also updated its
platform as a good place to do marketing, with the new Instagram for
Business update. Everyone now can do a marketing on the Instagram, using
or without using the features on Instagram itself.

Instagram for Business, which now has claimed that it has 8 millions of
account with business profile, is already becoming a new trend to do
marketing things. Many new businesses are entering the world of Instagram
by using many tricks: from buying an empty account with many followers,
doing some giveaways and endorsing an Instagram artists to promote they
product. Simply we can say that Instagram now are also a part of a business
that always needs to be paid attention to all business newcomers.

On the other hand, this is a new trend and a new market for an Instagram
artists. It is so easy for them now to turn their account into a worthy account
of Instagram that has many followers and got endorsed by new businesses.
As long as they are posting good photos, and they can keep up with new
trends, they can be part of it, and if they can get attention by their followers,
they can get easily get endorsed by a company. How becoming an
Instagram influencer can be a good part-time job now for photographers as
their Instagram account also can be a good portfolio platform where they are
not needed to pay the charge.
We will add some more knowledge by see the effect of an aesthetic photo
versus a traditional studio aesthetic photo in brand photo posts on
Instagram. As social media is being increasingly used by corporations to get
their messages across to consumers, studies into the effects of various
communication tactics in these media on consumers ought to be of critical
importance to both those who design and those who run these tools within
organizations.

2. Body
2.1 How an aesthetic photo can turn to a good part of
marketing in Instagram by increasing credibility
and trustworthiness
Aesthetic photos are now so easy to be find. The trend of aesthetic
pictures is now different, is not about a good photograph taken in a
studio or overrated edited photos in Photoshop. In addition,
aesthetic photos carrying more meaning for social media users, and
users are now becoming more “fluent” in this aesthetic as they are
more frequently exposed to it in social media, and thus are more
likely to classify the snapshot style as something trendy. This, in
turn, should lead to positive cognitive effects and thereby to an
increased liking for images with an aesthetic photo. Liking is
described as an instrumental human emotion that motivates and
coincides with the development of relationships with other
individuals or brands. Using a snapshot aesthetic is expected to get
result in higher perceived credibility of the brand's Instagram
account. The credibility of a source is most commonly defined as
consisting of expertise and trustworthiness.

Furthermore, a source (e.g. a person, a brand) is perceived as more

credible if they have relevant expertise to the assertions they are
making and these assertions are deemed valid, or in other words
trustworthy, If a brand manages to create meaningful images that fit
into the overall aesthetic landscape of the medium. While
trustworthiness is an equally important part of source credibility, so
using pictures with an aesthetic compositions and techniques in
image based social media will result in higher levels of perceived
source credibility than using pictures with a traditional studio
aesthetic pictures.

2.2 Example: Daniel Wellington on example of

Branding in Instagram through aesthetic photos by
endorsing

Daniel Wellington is valued at around $200 million. Most of their

marketing spend is on bloggers and instagrammers as opposed to
traditional ad spend (Wright, 2016). Daniel Wellington is one of the
first brands that fully understood the potential of the Instagram
influencer marketing, a new marketing technique that emerged with
the social networks, largest photo sharing platform Instagram.

The brand was a quick spot the first Instagram influencers and sent
to them, as a present, a model of its products: the only requirement is
just to post one photo of the watch on their feed. Of course, the
influencers played the game very well and because they were all
highly creative communicators, Daniel Wellington’s Instagram was
progressively flooded by smart, artistic and sometimes funny photos
of the watch. (Mottola, 2016)

By using influencers, brands of course stimulate their products to the

huge base of influencers’ followers. This is called as the influencer
marketing. Influencers, compared to the celebrity, is more
accessible, believable, easy to relate to because they share the
personal, usually publically inaccessible aspects of their life with
their followers and interact with them personally. (Abidin 2016;
Schau and Gilly 2003)

Uniquely, Daniel Wellington keep doing the influencer marketing

even though Instagram has launched the Instagram for Business, a
space where a brand could paid-promote Instagram to promote their
post across the nation, or even across the globe. What’s the effect?
Their eye-catching watches are easily widespread among teenagers
and adults, proven by there is so many users from the young
generation, so it make their products to be more iconic than other
watches.
3. Conclusion
Instagram, as the largest photo sharing platform, with 700 million monthly
users, now is becoming a good place for doing marketing. Many types of
Instagram marketing, from buying an empty account and promote it, are
now cannot be underestimated. The power of visual art content on the
Instagram now can attract so many viewers and followers all around the
world to a brand. As we can see that Daniel Wellington, whose rely its
marketing to the Instagram influencers, as turn the US$1500 Kickstart to a
US$220 million worth company.

Paying the influencer, whose has the base with many followers, even can be
more effective than paying the Instagram built-in Promote feature which
cost $13 for the 2,500 to 5,500 viewers. For Indonesian people, sometimes it
won’t get cost if their friends are Instagram influencers, so still, Instagram
influencers are effective to be part of the Marketing.
Reference:
[1]
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Colliander, J., & Marder, B. (january 2018). ‘Snap happy’ brands:

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https://business.instagram.com/?sc=srch.goog&mb=igb&mp=igb&scn=gi.ig
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Wright, S. (2016, June 27). How Daniel Wellington makes millions giving
Bloggers free watches. Retrieved December 20, 2017, from
http://techgirl.co.za/2016/06/27/daniel-wellington-makes-millions-giving-
bloggers-free-watches/

Mottola, I. (2016, October 19). Daniel Wellington perfect Instagram

marketing strategy. Retrieved December 20, 2017, from
https://medium.com/@ignaziomottola/daniel-wellington-perfect-instagram-
marketing-strategy-ce637c19c68c
Dipa Nugraha [@dipanugrahaaa]. (2017, December 14). [Photograph of a
Daniel Wellington Watch by Dipa Nugraha]. Retrieved from
https://www.instagram.com/p/BcrhUBeF_eZ/?taken-by=dipanugrahaaa

Abidin, C. 2016. Visibility labour: Engaging with influencers’ fashion

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