The pros of using Instagram:
From users view –
Instagram has divide the people of an account into two types, it gives users more choices to choose which information they want to accept or not. The two types of people classified on Instagram are Followers and Following. Follower means the people you choose to follow, and Following means the people who you allowed to explore your own information.
Moreover, the users can create their own album as a little art gallery. Instagram is a phone application of sharing photos mainly. As a digital native, we are more often get attract by infographic. Consequently, Instagram will be a good place to draw our attentions. By exploring the photos sharing from friends and the people we followed, it is a method to consume time no matter we are in elsewhere and it is convenient to do, we just need a device in hands.
From companies view –
According to AppInsight: Mobile App Performance Monitoring in the Wild: The number of handset subscribers worldwide exceeded 5 billion by the end of 2010. In Taiwan, there were 17.84 million handset subscribers by the end of the fourth quarter of 2010, resulting in an overall 120.2% mobile communication penetration rate. Among these handset subscribers, 18.2 million subscribers subscribed to Internet access service. These data show that mobile devices not only serve as personal communication devices but have also become important Internet access devices. Therefore, mobile handsets can potentially serve as a new advertising channel. Advertising messages are also displayed in a multimedia format as a result of the advancement of mobile communication. Right now mobile advertising only represents around $2.7 billion of the global $500 billion advertising market based on Interpublic Group of Cos.’ ad forecaster Magna. According to eMarketer, in the US alone, mobile advertising spending is expected to be more than doubled by 2014 to $2.6 billion, from around $1.1 billion in 2011.
With a lot of users, Instagram becomes a popular platform to be an advertising space to let the company make profit.
Advertisers want to use mobile advertising to consolidate existing markets and develop new potential customers. Hence, aside from sending advertisements to their own members, they also use the mobile service provider’s database to select appropriate targets to which to send the additional advertisements. The advertisement text production and event planning are entrusted to mobile marketing agencies and content providers, who will then send the completed advertising messages to users via the mobile service providers. Interested users can find interactive advertising and further access relevant information. McDonald’s, Coca-Cola, and Adidas are examples of such advertisers. From Technological Forecasting and Social Change.
The users of Instagram can receive advertisements by the searching engine in it. It is a personally feature on Instagram, thus, the users can search out what they want efficiently. In the meantime, this phone application can earn profits.
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(Mobile advertising industry value chain)
Reference of articles:
1. Peng-Ting Chen, Hsin-Pei Hsieh
Technological Forecasting and Social Change: Personalized mobile advertising: Its key attributes, trends, and social impact
Volume 79, Issue 3, March 2012, Pages 543–557
http://www.sciencedirect.com.ezproxy.lib.ouhk.edu.hk/science/article/pii/S0040162511001788
2. AppInsight: Mobile App Performance Monitoring in the Wild
Lenin Ravindranath, Jitendra Padhye, Sharad Agarwal, Ratul Mahajan,
Ian Obermiller, Shahin Shayandeh
Microsoft Research
https://www.usenix.org/system/files/conference/osdi12/osdi12-final-91.pdf