EASYJET - LOOK & BOOK At the end of September, tech news website ‘The Verge’ announced that ‘The end of Instagram as we know it is here. This came as Instagram’s founders Kevin Systrom and Mike Krieger announced that they were leaving their creation, which they had sold to Facebook in 2012. As the “crown jewel” of Facebook’s lineup, and the one part of the organisation whose reputation was intact following the election-related ‘fake news’ scandals of 2016 and 2017, the brand has been subject to increased meddling by its parent company.
With Systrom and Krieger gone, that trend will now continue. What that will mean from a user experience remains to be seen, but from a brand point of view it will arguably result in more opportunities, with Facebook looking to increase ways in which Instagram generates advertising revenue. For airlines, that is particularly relevant given the influence Instagram has on holiday bookings for millenials in particular. For example, a survey quoted in Forbes says that more than 40% of those under 33 prioritize ‘Instagrammability’ when choosing their next holiday spot.
13 | Airline Marketing Monthly - November 2018
