Instagram, the Image as Part of an Integrated Communicative Discourse

Abstract

The television took thirteen years to get a hundred million users, Internet and used four and Apple iPod needed three years. Facebook reached a hundred millions of users in just nine months. Moreover, Spain is one of the countries with the highest consumption of social networks, and within these, Facebook stands dominates the ecosystem. Instagram, which was bought by Facebook on 09/04/2012 for an amount close to 1,000 million dollars, is an application whose main virtue is the ability to brand and user interaction through photography. Also, to share these snapshots in different social networks like Facebook, Twitter, Pinterest and Flickr. This paper analyzes whether and if so how severe is the degree of interaction between users and brands on Instagram. The results indicate that most of the biggest brands on Facebook have Instagram activity, and that activity type is essentially participatory and relevant to brands, mainly because this activity spread in other social networks.