The possibilities of online self-expression through photos and the easiness of sharing content simultaneously on social networks such as Facebook or Twitter made Instagram an attractive tool not only for individuals, but also for celebrities and businesses.
On the one hand, Instagram has become the ideal platform for celebrities and influencers to bring their lifestyle closer to followers, and promote their careers and projects. On the other hand, the photo-sharing app offers companies the opportunity to start a free business account to promote their brand and products, as well as track campaigns in the tool in terms of engagement and impression metrics. These options lend itself to e-commerce via social media marketing, especially in a country where 66 percent of Spanish internet users used Instagram to buy online in 2020.
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Research expert covering internet & gaming in Latin America and Spain