Overall, Instagram benefits from a strong social integration as users are easily able to share their content to a variety of social networks such as Facebook, Twitter, Flickr and Tumblr. Overall, Instagram is one of the most popular mobile social apps worldwide with high levels of user engagement.
Many users follow celebrities on Instagram to gain a glimpse into their glamorous lives, following a similar usage pattern to microblogging service Twitter. The most-followed celebrities on Instagram include Taylor Swift, Kim Kardashian and Beyoncé. The possibilities of online self-expression and the display of wealth through photographs are attractive features of the visual medium and lend themselves to celebrity endorsements of products and services. Overall, this situation lends itself extremely well to social commerce via social media marketing. Fashion and luxury brands have specially taken to Instagram marketing - as of February 2017, French fashion house Chanel has over 18 million followers on the social platform, followed by Louis Vuitton and Dior. Despite the huge audience of fashion brands, beauty brands actually command the majority of brand posts and interactions. Overall, the majority of Instagram brand posts are images, with video only accounting for a small share of brand content.
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