Instagram is finally allowing everyone to have multiple accounts in its mobile apps. The company had been testing the feature since November in its Android app but now it’s been officially launched on both Android and iOS.
After Facebook, Instagram is the second most popular social network in Indonesia according to JakPat and brands have embraced the photo-sharing service wholeheartedly. Aside from having their own accounts and participating in interactive activities, companies in Indonesia have also ran campaigns through the service, ranging from static visual ads to full audience participation.
In January, Instagram brand development lead APAC Paul Webster said that the service saw the number of Indonesian active users double between March 2014 and March 2015 and more than 12,000 people are members or have participated in InstaMeet events across the country.
“Instagram is a creative canvas for Indonesia’s young and enthusiastic mobile first community”, Webster said. “People come to Instagram to be inspired visually”.
With 80 million photos and videos shared every day, Instagram users share on average 150 photos monthly. The use of Instagram on a daily basis in Indonesia has far exceeded Twitter and many are on the photo service to sell items just as they did on BlackBerry Messenger and WhatsApp. A TNS survey revealed that in this country, 63% of Instagram users are women and 89% of all Indonesian users are 18-34 year olds, well educated, and financially secure. A demographic that is certainly very attractive to brands.
Now that Instagram has allowed a much more practical way to use multiple accounts on the app, social media managers and Instagram shop owners are cheering as they no longer have to log out and in to use different accounts.
A pitfall to this however, as we’ve seen on Twitter, is that it’s now very easy for people to post their photos or comments or following new accounts from the wrong account. The app has made a visual change to minimize this but it’s unlikely to prevent mistakes from happening.
Instead of the regular home icon denoting the personal feed, the app now displays the account’s profile photo, which should be clear enough to differentiate between accounts, but once a person is engrossed in exploring the app, it’s easy to lose track of which account is being used.
We may see an increase of #brandfail incidents from now on.
September 21, 2016
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