Adding Instagram to Your PR Mix? That’s the $1 Billion Question


When Facebook announced Monday, April 9, that it had acquired photo-sharing app Instagram for $1 billion, Instagram’s founders—Stanford grads Kevin Systrom and Mike Krieger—became very rich young men. The acquisition that has put Instagram in the spotlight also begs a question for PR pros: How rich is the app when leveraged in communications programs? Quite possibly as rich as Pinterest is becoming for brands. Like Pinterest, Instagram’s appeal is visual, and photos appear to be the communications vehicle du jour in social media. “It’s no longer ‘tell me a story,’ it’s ‘show me a story,’” says Donetta Allen, VP and social media practice leader at Hunter PR.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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