It is as if every last image is designed to call to mind Norman Mailer’s book title, “Advertisements for Myself.”
Envy, of course, doesn’t operate in a social vacuum. It needs an object of desire. And everyone, it seems, has that friend on Instagram: the one with the perfect clothes and the perfect hair and seemingly perfect life — which seem all the more perfect when rendered in the rich teals and vivid ambers of Instagram’s filters.
Paulo Coehlo said it best: ”Social media is edited real life.”
Memory actually works through the creation of connections. A brand is simply a set of connections and associations in the brain. We form and access memories of brands by creating and activating these networks of associations.
So people don’t consume and file away abstract ideas and propositions. They consume (as Robert Heath has shown, they often with fairly low levels of attention) all the visual, verbal, audible, tangible characteristics of our content – and these create new connections and in the brain.
Marketing is just a series of connections, i.e. memory creation. Its success depends on the brand’s creativity, or content.
Creativity isn’t some kind of distraction tactic, bait or bribe. It isn’t a wrapper or envelope for a message.
It IS the content.
The classic ad shops on Madison Avenue are still too married to the idea of old media — television screens, newspapers and magazines. Mobile screens and the diverse set of social interactions means a new kind of thinking about ads on social media platforms like Instagram.
The best ads are those you can’t see but still instill a deep emotional connection. Social media advertising requires a careful balance between organic engagement and pushing sales. It’s the “new new creative.”
The Internet is going through similar transition, where “creative” is adapting to the medium and thus creating an advertising and brand experience that elicits an emotional response — the atomic unit of marketing. [Some call it native advertising, but what a god awful word — and shameful that industries — media and advertising — that deal in words and ephemera couldn’t come up with a better description.]
In his view, printing alone—of items such as canvases, postcards, or photo books—would be a massive business, even if it were outsourced to companies like CanvasPop or Shutterfly. If Instagram introduced a print button in its app, Salamunovic estimates that even if the service saw only a 1% conversation rate, with an average monthly transaction of $40, the company could help to generate $60 million a month, or $720 million a year.
A much better user experience than photo filtered ads. Alternatively, Instagram could allow brands to create filters like VSCO does.