Well, I think there are many conclusions we can draw about the fact that so much of people's time now is spent in passive observation of the mundane happenings of others' lives. But in the context of marketing, Instagram could help brands spice up their social media presences -- i.e., take advantage of the fact that people are happy to sit there looking at streams of pictures.

I just don't get why looking at photos is interesting to anyonw with a life. And amateur photos at that. I note that Google+ seems to have more than a small share of users that are photographers of all sorts and a look at the + page is just loaded with sometimes interesting shots, but more often than not, just an attractive looking gal or an unusual sign.

Instagram will certainly give time wasters an instant fix at a mindless few minutes, and commercial outfits like Starbucks can get some free advertising. But what does it say for us all when we spend any time just browsing photos?

Hi Waqas. Not all Instagram users are Facebook users, and vice versa. Also Instagram is photo-centric while Facebook relies a lot more on text and links. So Instagram presents an opportunity to be more creative with content. I think for some brands it's an obvious choice -- like Bergdorf Goodman, for example. Other brands that are less visual should really think this through and think about whether it can benefit.

If the users are the same as those on facebook and they are following facebook and instagram simultaneously, then there is no need to step into instagram to an extent of obtaining feedback, answering criticism and issuing announcements. Simple brand advertisement should suffice on instagram and facebook should be used as a mainstream forum. However, if the users are new or reacting differently as that on facebook, then instagram should be added by the marketing team as an added responsibility which might not necessarily be a bad one in terms of revenue-generation-source. Such surveys need to performed by marketing functions of enterprises before they decide to pursue presence on instagram to the greater extent of maintaining active forums.

Nicole Ferraro:  "I would agree with you, but to my understanding Pinterest discourages efforts in self-promotion. It's not positioning itself as a platform for brands. So I'm not sure brands should spend their time and resources there when there are other social sites that are eager to cater to them."

I did a little playing around with Pinterest with another client just as a test and found out that it's got a surprisingly quick turn-around depending on subject matter.  I have a feeling that Pinterest is a viable platform but brands will have to get a lot more clever and creative to use it.

A couple of years ago it was impressive enough to have a Facebook or Twitter account. No longer! In fact, any social business leader I've spoken to has said that it's often not useful to try to be on every platform. Rather, each brand should figure out which platform is going to serve its customer's needs. If you think your strategy should be "get an account on every network and figure it out from there" you're stuck in the past.

@smkinoshita: "I think what Nicole suggests could also be used on Pinterest..."

I would agree with you, but to my understanding Pinterest discourages efforts in self-promotion. It's not positioning itself as a platform for brands. So I'm not sure brands should spend their time and resources there when there are other social sites that are eager to cater to them.

Great point, Nicole, that a poor or feeble socisl networking attempt can harm more than it helps. It's obvious to today's savvy Internet user when a firm is simply throwing a few images against Facebook. That clearly says, "We don't care enough about our audience or customers to take the time to do this right!"

I agree @Chris Poley, especially with having a plan.  A big issue for business as a whole is preventing or breaking down silos when there should be an overall strategy instead.

I think what Nicole suggests could also be used on Pinterest, which according to some sources I've encountered claim it's the #3 social network after Twitter and Facebook.  If that's true, I can really see why FB would want to acquire Instagram.

It is interesting, Kicheko. I agree with you. I had realized that Instagram was for more than just the average consumer when I saw that the presidential contenders were using it a few months back. I do think it's a way to generate excitement around brands, particularly specific campaigns and contests.