Instagram is one of the most popular social media applications. With over 800 million monthly active users, the mobile-led image sharing service has become a great way for brands and organisations to connect with the public.
When we launched Brolly, our target market’s key communication social media channels were Twitter and Facebook. As social media strategies have changed from using social media as a publishing platform, to actively engage with the community, the use of imagery has been an increasing of sharing engaging content with the public. This has provided the perfect space for Instagram to emerge as a key communication channel, especially across younger demographics.
Instagram allows organisations to share images and engage with their community. The content shared by agencies ranges from behind-the-scenes, to event, tourism and important community messages.
Instagram was initially adopted by millennials but a recent report by Pew Research Centre shares that older generations are starting to jump on board. They state that 59% of 18–29 year olds and 33% of 30–49 year olds use the application, with the dominant gender being women (38% of users).
Our core purpose is to support organisations and agencies to archive their social media records. This means connecting the communication channels that matter to Brolly.
We designed our Instagram launch to feel seamless for users, by replicating the way we connect and capture our existing services. Users can connect their Instagram social media profiles through Brolly. Once connected Brolly performs a historic crawl – capturing all available data from the lifetime of their profile.
From the moment they connect, Brolly also begins to capture their records in real-time. This includes all rich media and comments.
As with Twitter and Facebook, Instagram now appears in the Brolly feed, allowing users to manage, view and gain insights from across their social media profiles as well as exporting their records to their internal records management systems.
For Brolly to capture compliant records from Instagram we access basic content permissions to archive posts, comments and rich media. This is done by connecting through Instagram’s API.
As a part of our relationship with Instagram, we protect the information we receive from the application against unauthorized access, use, or disclosure.
And we hope that by connecting Instagram to Brolly, we can further enable organisations to have a transparent social media presence and gain more insight from their Instagram engagement.