The new wave of Insta-Communities, or dissimilar groups of consumers from all walks of life who alight briefly on Instagram around shared passions and causes, are offering success to marketers who embrace them, not just with marketing messages, but by allowing those consumers to participate and share your brand in their own ways.
In this age of visual communication, Instagram has fundamentally shifted the definition of community and how marketers must communicate with these “communities of disconnection.” The brand must show an authentic understanding of the cause and work to collaborate with the community, not just market to it. In June, Instagram reported more than 500 million monthly active users.
This article from CMO.com explains what Insta-Communities are and how marketers like Audi and Adidas are immersing themselves in these communities to much success.
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