How brands can succeed on Instagram
Stephen WhitesideWarc
Instagram may be at the vanguard of the social media revolution, but brands advertising on its pages stand to benefit from looking back at traditional, mass-market media for inspiration.
"Getting to a very small number of users is really not the intent of what we're trying to accomplish," Jim Squires, Instagram's director/market operations, told delegates at the Advertising Age Digital Conference 2014. "Think about what you're doing in other mediums like TV, or magazines, or even other digital mediums, where it is true brand [advertising] and you want that broad reach."...