3 marketing lessons from Facebook's Instagram acquisition

This week, hundreds of newsletters wrote about Facebook acquiring Instagram, the huge value of the transaction and the dynamics of this transaction, but the most interesting thing is the implication behind Facebook's point of view. content creation and content distribution.

Before Instagram was born, Faceboook was an exclusive channel for distributing content, but it did not really provide users with a tool to create them (except for recording and sharing status). Instead, Facebook transferred all creation to other companies like Zynga specializing in games, photo applications and Spotify specializing in music.

Facebook's acquisition of Instagram means an acquisition of a technology platform that allows users to create and share. After all, when you use a camera phone, you not only use Instagram to create content, but also almost instantly use that application to share images on social networks.

The trend of content creation has been around for a while since Pinterest was born. While there are quite a lot of users who have not created the images themselves, they are the ones who created pinboards and spent a lot of time expressing themselves through them.

That enriches user interaction with the internet and it is worth it in some way. Facebook certainly thinks so, launching a billion dollars to buy a startup does not have a business model even though it can attract top users. Marketer (marketer) should learn from Facebook's move and the following tips.

1. Search for content creation partners

If content creation is not the main competitive advantage of the company, look for a good partner in that area. Just as Facebook acquires Instagram, marketers can also work with companies that can create content. Making a campaign with a partner who is able to build content can be more advantageous than we expected.

2. Appreciate attractive platforms

One of the first things Mark Zuckerberg said after the transaction was that Instagram would be developed independently and the current user experience would still be maintained. Marketers often go in the opposite direction because they often try to integrate their own special websites, flash platforms or applications. And all that can limit the ability of users to share and engage in creative creation. Companies like Facebook, Instagram and Pinterest are perfect for enhancing content creation and sharing, so marketers should only take advantage of each platform rather than trying to create something else.

3. Create opportunities for amateur (amateur)

Content creation may sound scary because not everyone is capable of creating a good music, a beautiful photo or an interesting movie. The smart platforms like Instagram and Pinterest seem to be the game of professional hands but these two startups really believe in the creativity of the majority of ordinary users. Everyone has the ability to take a photo and create a pinboard so the marketer doesn't need to rely entirely on professionals. Professionals can create inspiring content that everyone wants to share but it is the amateur who creates the connection.