On Monday FaceBook CEO Mark Zuckerberg announced the purchase of Instagram. Instagram is the most popular mobile photo sharing site. Part of what makes Instagram special is not only its database of photos but also its ability to match photos to interests. As FaceBook looks to expand its interest lists as well as become more visual, then this acquisition makes a lot of sense.
Instagram allows the posting of photos to other social networks and FaceBook plans to keep that functionality. On pure functionality alone the Instagram purchase will bring more traffic to the FaceBook network. The big gain, however, will come from FaceBook’s increased emphasize on images. Pinterest has taken the social media agency by storm and this purchase will allow FaceBook to better create image strategies for agencies and the brands they represent.
Strategists have long been calling on brands to develop image strategies. Content is great, but to get visitors to a website images capable of being shared out are necessary. This purchase will help cement FaceBook in that process as a portal from customers to a brand’s website where conversions can be made.