Opening New Worlds: The Power of Passions on Instagram

Does technology have the ability to turn a hobby into a passion? Does having exposure to exotic destinations change the way people travel? Do sports fans want to see the personal side of players? Whether it’s an interest in travel, sports, beauty or cars, we explore how and why people are using Instagram to expand their world and follow their passions.

In this four-part installment of our podcast series, we’ll share insights from our internal Instagram data – as well as a recent Facebook IQ study – that shows how people use the platform to fuel their passions by allowing them to get unfiltered exposure to people, places and products from all around the world.

You’ll meet our in-house Consumer Researcher, Stephen Gray, who headed up this research and has a PhD in Cognitive Psychology from the University of Chicago. We’ll also tap into the expertise of Thomais Zaremba, Head of Global Auto Strategy at Facebook, and Yini Guo, our Consumer Researcher who specializes in understanding consumer behavior across generations, media and verticals.

Have a listen and read more below on what this means for marketers.

Auto

Beauty

Sports

Travel

 

You can also download our printer-friendly summaries of our findings for each passion:

Auto
Beauty
Sports
Travel

 

What it means for marketers

 

Whether it’s sports, auto, beauty, or travel, there are some fundamental ways marketers can tap into people’s passions on Instagram.

 

Open new worlds and dive in: People seek to delve deeper into their passions. They yearn to discover more, get inspired and expand their minds. Uncover global and cultural insights relevant to specific passions to educate and inspire, and utilize your messaging, copy and creative to help immerse people in their passions while also expanding their world.

 

Tap into a community: People turn to Instagram to be inspired and to get advice, from where to travel to which car to buy and who to draft for their fantasy football team. The advice comes from a worldwide community of experts who share their passion. Align your brand to a passion-specific community on Instagram to get recognized and be recommended.

 

Provide access to the inaccessible: People desire what no one else has. And when it comes to passions, it’s all about access. Showcase the inaccessible by using Instagram Stories or video to expose the softer side of athletes, give exclusive access to the latest car model or provide an unfiltered look at exotic travel destinations.

 

The Facebook IQ podcast series explores technology’s transformative role in our everyday lives, as well as people’s evolving relationship with Facebook’s family of apps and services. With nearly 1.9 billion people on Facebook, Facebook IQ has the ability to share unique data-driven insights around what motivates people.

 

Source:
“Instagram Passions” by Coherency (Facebook-commissioned study of 1662 people ages 18-65 in the US), Oct 2016.