Mastering the Art of the Ultracool & Potentially Lucrative Instagram

In the never-ending race amongst social media networks to wield the most consumer influence, Instagram is currently an undisputed front-runner. As of September, the 7-year-old platform boasted more than 500 million active monthly users, according to market research firm Statista. That may pale compared with Facebook’s nearly 1.8 billion active monthly users, but the app’s base—which has been supported by young, cool, engaged digital natives since its inception—is especially alluring for modern marketers. And the channel is slowly becoming a more fully featured platform for retailers. This past fall, Instagram debuted a program that allowed 20 U.S.–based retailers (including Kate Spade, Warby Parker, and JackThreads) to publish captions that include a “Shop Now” link from extra-detailed product descriptions. But having a commerce-ready feed doesn’t amount to mu

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