Maybe you saw the news that Facebook bought Instagram for $1 billion. That’s one billion with a “B”. Or for those of us who learn visually — $1,000,000,000. There are a lot of zeros to divide among the 13 Instagram employees. Why is Instagram so valuable?
Debbie Millman is the foremost speaker, educator and writer on the whys and hows of branding, and she really knows her stuff. In a recent presentation to the Dallas Chapter of the AIGA, she tackled the question, “Why is social media popular?” Millman’s answer is that successful brands in the current Information Age guarantee a personal connection. People who use the connective channels (Facebook, Twitter, Pintrest, Instagram, and LinkedIn for instance) do so because they are able to form emotional and personal connections to others in the same interest group.