Photos and especially the ability to tag friends and people in photos are a driver for the growth of Facebook and for user activity. Facebook now wants to use this tool also for Instagram and to move the already very active users to an even longer dwell time and to even more interactions with a new feature.
The meaning of the tags for users is obvious. Until now, there was only one area for all images. If people were looking at a photo, users could highlight it in the caption, or in comments. The new tags create an additional area that consists only of photos of people or accounts that have been tagged in a photo. Anyone who uses Instagram is probably familiar with the typical user flow within the app. Users first look at the new notifications, then the feed and finally the
Instagram wants to use the feature not only to appeal to users, but also to the increasingly numerous
Facebook is very interested in further growth of Instagram. The 100 million active users play an important role in the quarterly report. However, it is not only about more users, it is also about more active users, because this value is often more important than the sheer number of users. Likes, comments and now markers are meant to keep the activity going and companies want to secure their share as well. In addition to posting photos, there are also more and more promotions and campaigns based on Instagram. The usual process is based on a defined hashtag that users should use to tag their photos. This principle is now replaced or extended by markers. Whether hashtag or tagging, an Instagram campaign thrives on the quality of the images. Quality does not mean professional photos, but the statement and personal component.
In the Im Business blog from Instagram an example is shown, where a user marks a pizza from his favorite restaurant. This is an action that emanates from the user. In campaigns, users are given a theme. A request such as
Nike has already activated the feature. The advantage of Nike is that users mark images on their own. However, a campaign or a call to action could certainly significantly increase the number of tags. The way the user markers look, the prompts to users should also be structured. Personal experiences with the brand, or a product, are the trigger for the photo. Then fans of the company will also look at the pictures.
The tags would be ideal for the Die Tags würden sich optimal für die Knickstagram campaign of the New York Knicks basketball team. In addition to the microsite, users' photos would now appear in the New York Knicks' profile on Instagram.
Facebook will also benefit from the feature. If users have connected their Instagram account to Facebook, each highlighted photo will also appear in the news feed and in the users "chronicle.