Enlightenment From The Marketing Development Of Picture Social Media Instagram

The famous scholar Thomas Michelle pointed out that the academic vision of the humanities has changed from language to picture.He called this transformation “Pictorial Turn”.Today,our lives are surrounded by a variety of picture information,so we have entered a colorful “Picture-Reading Times”.And with the development of media and the transformation and innovation of information communication technology,picture social creates a more convenient and intuitive social environment for people,and the rise of social media has also broadened the new model of advertising marketing.Therefore,the research on marketing development of picture social media has realistic significance.Compared with the purely textual social media such as Twitter and Facebook,the birth of Instagram has created a wonderful visual world,meanwhile its social attributes are obviously stronger than the pure video social software like YouTube.Therefore,this paper takes Instagram as the research object.The originator of this picture social media is more like a master,and picture sharing is its eternal core feature.However,whether in picture processing,video functions,social operations,or brand marketing,Instagram has always presented its mature model,giving users the most comprehensive and comprehensive experience.This paper takes Professor Lauterborn “4C Marketing” theory as the point of penetration,and inspect the marketing development of Instagram from the perspective of consumer value,cost value,convenience value and communication value,combined with case analysis method.Instagram is based on a huge number of users and powerful social functions provide advertisers with a visual marketing platform.Advertisers use platform algorithm to conduct precise marketing,use KOL for word-of-mouth marketing,and combine e-commerce functions to promote user buying behavior.It can be seen that Instagram and advertisers have achieved mutual benefit and win-win,which has satisfied users convenience and purchase requirements in some extent.At the same time,it also inevitably brings negative effects.For example,over-marketing weakens the social attributes of the platform,affects the user experience,interferes with the political and social order,and the phenomenon of false advertising and spam advertising.Eventually,according to the marketing inspection of Instagram,it summarizes the enlightenment of marketing development about picture social media at domestic and prospects of future advancement.First of all,we must improving marketing environment based on user needs and experiences,and to promoting marketing benefits based on social product optimize and upgrade with the usage habits of domestic user.Secondly,we must broaden the profit model of the platform to achieve economic benefits.The most important thing is to supervise and control picture communication and marketing.The mechanism also deserves further consideration;it is also committed to developing marketing channels based on innovation and development,for example,the emergence of new technologies such as VR&AR brings new opportunities for future picture social media platforms.