Why world leaders are embracing Instagram
According to a new study, more than 70 percent of global leaders have an Instagram account, but a third of the of the 305 accounts surveyed are not active. With over 300 million users worldwide Instagram is now one of the most powerful communication tools for global leaders to reach the public.
Launched in October 2010 Instagram went straight to #1 in the App Store within 24 hours and has since become a cultural phenomenon. Its popularity is the result of the increasingly visual, selfie culture we live in where we are constantly sharing photos of ourselves across social media. But its influence is not confined to the trivial – Instagram also has the power to inform and shape public opinion. It’s no surprise that word leaders like Barack Obama (who has 6 million followers on Instagram) and Russian prime minister Dmitry Medvedev (2 million) want to capitalise on the popularity of this social media channel.
The study was conducted by Burson-Marsteller and is the first of its kind. Worldwide chair and CEO Donald Baer said: “While Instagram is a newer medium for world leaders compared to Facebook or Twitter, its emphasis on visual communications makes it a powerful channel for connecting with citizens.’’
Over the past four years governments have increasingly experimented with Instagram, posting images to illustrate their daily activities, including behind the scenes shots to engage with their voters and constituents. The most active of world leaders, Barack Obama has used his Instagram to raise awareness of climate change, health care, and gay marriage. According to conventional media metrics, it’s proving a successful formula: for every post Obama gets more than 56,000 comments and likes.
And with the next American Presidential campaign in full swing, Instagram will most likely play a big role in determining who will be the next president of the United States. Donald Trump’s unique approach to social media has put him already miles ahead of his competitors with over 1 million followers on Instagram. Only time will tell if his popularity on Instagram will help him secure those all important votes this November.
It doesn’t just seem to be the global leaders that seem inactive on Instagram, I’ve seen so many people join Instagram and then do nothing at all, may be they are the same types of people that join Twitter and then say, “I don’t get it”, then leave it.
Personally I’ve found Instagram a great way to get some of the photos out during behind the scenes work that I do, those that aren’t using it are missing out on its many benefits.