BAUTISTA, KATHERINE JOYCE D.

BSBA HRM 2-3D

FUNDAMENTALS OF BUSINESS ANALYTICS
BAUTISTA, KATHERINE JOYCE D.
BSBA HRM 2-3D
FUNDAMENTALS OF BUSINESS ANALYTICS
BAUTISTA, KATHERINE JOYCE D.
BSBA HRM 2-3D
FUNDAMENTALS OF BUSINESS ANALYTICS
BAUTISTA, KATHERINE JOYCE D.
BSBA HRM 2-3D
FUNDAMENTALS OF BUSINESS ANALYTICS
BAUTISTA, KATHERINE JOYCE D.
BSBA HRM 2-3D
FUNDAMENTALS OF BUSINESS ANALYTICS

Instagram

Instagram is a free, online photo-sharing application and social network platform that was acquired by
Facebook in 2012. Instagram allows users to edit and upload photos and short videos through a mobile
app. Users can add a caption to each of their posts and use hashtags and location-based geotags to index
these posts and make them searchable by other users within the app. Each post by a user appears on their
followers' Instagram feeds and can also be viewed by the public when tagged using hashtags or geotags.
Users also have the option of making their profile private so that only their followers can view their posts.
As with other social networking platforms, Instagram users can like, comment on and bookmark others'
posts, as well as send private messages to their friends via the Instagram Direct feature. Photos can be
shared on one or several other social media sites -- including Twitter, Facebook and Tumblr -- with a single
click. Instagram is not only a tool for individuals, but also for businesses. The photo-sharing app offers
companies the opportunity to start a free business account to promote their brand and products.
Companies with business accounts have access to free engagement and impression metrics. According to
Instagram's website, more than 1 million advertisers worldwide use Instagram to share their stories and
drive business results. Additionally, 60% of people say they discover new products through the app.

History of Instagram

Instagram was started in San Francisco by Kevin Systrom and Mike Krieger, who initially tried creating a
platform similar to Foursquare but then turned their attention exclusively to photo sharing. The word
Instagram is an amalgam of "instant camera" and "telegram." The iOS app was released through the
iTunes App Store on Oct. 6, 2010, and the Android app was released on April 3, 2012. The platform's
popularity skyrocketed, with the company reporting more than 40 million active users just two years after
launch. This caught the attention of Facebook, which officially purchased Instagram for $1 billion in the
summer of 2012. Originally, only photos could be posted to Instagram, but the company expanded to 15-
second videos in 2013. In 2016, Instagram upped the maximum video length to 60 seconds. Until 2015, all
photos posted to Instagram were confined to a square aspect ratio. The company changed this to allow
users to upload photos and video at full size. The company has been the source of some controversy. In
2012, Instagram added this sentence to its Terms of Service policy: To help us deliver interesting paid or
sponsored content or promotions, you agree that a business or other entity may pay us to display your
username, likeness, photos (along with any associated metadata), and/or actions you take, in connection
with paid or sponsored content or promotions, without any compensation to you. Following heavy
backlash from users who feared Instagram would sell their photos and identifiers, CEO Systrom assured
users that wasn't the company's intention. The language was quickly removed from the policy. A 2013
controversy centered around criticisms that Instagram was censoring photos that didn't break the
company's terms and conditions and that these censorships were unfairly targeting women's bodies.
Instagram's decision in 2016 to shift from displaying timeline photos in chronological order to using an
algorithm to determine photo order also drew negative feedback. As of April 2017, the company had 700
million active users, more than twice that of Twitter's total user base.