Cheap Advertising on Instagram

Last year I hosted over 25 photo walks organized through Instagram and about half of these were branded “experiences.” I did this to learn more about photography, marketing and working with brands. It was a fun experience but not so fun realizing I helped generate millions in revenue and just got an Instagram mug from it. 😀

I was able to reach a large audience for a fraction of the cost of a TV commercial (< 50%) , and was able to produce measurable and actionable results. stolioriginal

Here’s some data from the Stolichnaya photo walk which had the hashtag #stolioriginal :

followers 234564
likes       9328
posts         67
guests        32


1240 (drinks & food)
1200 hotel + flight for organizer

$2440 for 234,564 viewers
$0.010


Commercial for a show like Two and a Half Men
$215,000 per 30 second commercial
8.5 million viewers
$0.025 per viewer

In one evening Stoli was able to reach over 200,000 eyeballs at a cost of a penny per eyeball! Great stuff, right?

What cannot be expressed in a Tweet

What are the limits of expressing thoughts in Twitter?

Here’s a powerful but inefficient (when run) thought that can be expressed on Twitter, a quick sort in Erlang in 126 characters.

qsort([]) -> [];
qsort([Pivot|T]) ->
   qsort([X || X <- T, X < Pivot])
   ++ [Pivot] ++
   qsort([X || X <- T, X >= Pivot]).

Also strcmp implemented in C can be tweeted:

int bstrcmp(char *s1,char *s2) { while(*s1 == *s2++) {if(*s1++ == 0){return 0;} } 
return (*(unsigned char *)s1 - *(unsigned char*)--s2);}

A lot of Perl one-liners can fit into a tweet – powerful and useful ones.

You can also propose the concept of a hash tag in a tweet:

hashtag proposal

However, there are many thoughts that seem to be difficult to fit into a tweet:

The Pythagorean Theorem and one of its many proofs
Anselm’s Ontological Proof for God’s Existence
Merge Sort in Ruby
Merge Sort in PHP
Why you should or shouldn’t outsource
What qualities make a great tech hire
The logical fallacy in another person’s tweet
How to subtly tell someone something in an indirect way with the only others knowing being those in the know

Twitter encourages the laconic expression of thought.

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