 I think today what's changed is that we consume content through pictures and videos and what Instagram has done is that it's become a pure platform only for that right so unlike the way other platforms evolved the objective of Instagram was to share and share your stories through pictures through videos so the way the format of the platform itself makes it much easier so when I upload pictures from the Instagram app on my cell it's so easy I just have to keep flicking it and you know the screen keeps rolling and I keep seeing the different kind of visuals and pictures and videos of the brands so the ease of using the format the fact that it's focused only on only on that itself has you know made Instagram very popular so one of the reasons why people are really using it so much and coming on to it on a daily basis which is a big challenge for many social media networks to me the categories that work best on Instagram are food and beverage travel and hospitality and fashion so these three categories really lend themselves well to it because of the sheer visual appeal that these categories have with them so if you take examples of let me give you an example of one brand each and all of that so if you see a paper boat in the food and beverage category you know you see the when you land upon that page and the way they have done their creators you know made the brand seamless with the different kind of products that they have stories that they built similar thing you can see in ITC hotels from the travel and hospitality space so the way they have you know invited a lot of Instagram meetups that they've conducted you know called a lot of Instagrammers to share their pictures of dining of staying at the property of you know people are coming and sharing their stories while they are at the at the venue and being able to leverage those examples those pictures is what has made these brands well and if you see in fashion you have the international apparel maker Zara right which has been doing exceedingly well so they talk it's not like they don't talk about their product they definitely put pictures of their products but the way they have done that you know it's so creative each of them has a element of a fun and interactivity with the users over there and I think this is why these three examples specifically that at least whom I follow you know in this space work with me and I feel that this is what should be ideal way a brand should be leveraging this platform so I think video has become a big part of every social media platform Facebook is focusing on video Twitter has its own video platform and now Instagram which had 15 seconds has extended it to 30 seconds 30 seconds is a lot of time you know in fact the longest TV ad nowadays is 30 seconds it used to be 60 seconds at a pointed time it became 30 and now 10 seconds is largely what ads are about given the length it provides a great storytelling experience for brands using Instagram also Instagram is a part of Facebook so there's a lot of cross traffic that happens across Facebook a lot of Facebook users are now starting to use Instagram and use Instagram to post on Facebook so clearly that 30 seconds is really valuable and brands will start looking at the Instagram video commercial as the next opportunity for them to promote their products brands portfolio whatever it may be they must be aware that Instagram is not a need to platform so you can't take your photographs or images or creatives on Facebook and Twitter resize them in a square and put it on Instagram if you do that you will get very little mileage from this platform this platform has its own filters this platform has its own audience this platform has its the audience on this platform has its own mindset so you need to create creatives for Instagram they need to look good on the mobile Instagram is not a web based platform so that's another reason where people are watching your images it needs to look good on their mobiles it needs to create a story that will engage the audience right advertising only has just started on Instagram community building is still a growing opportunity unlike Facebook where community building is lower and lower and reach is more opportunity so I strongly feel that you can't just pick Facebook and Twitter images and put it on Instagram you need to focus on Instagram as a separate platform and create content if you want to leverage it