——转自启程增长，南帆
01 基础认识
Instagram作为世界上最大的社交媒体之一，拥有超过十亿的用户，不仅具有比Facebook更高的互动率、品牌度，还可以和线上商店连接，为用户提供更好的服务。
Instagram是一款支持iOS、Windows Phone、Android平台的轻量级App，允许用户在任何环境下抓拍下自己的生活记忆，一键分享至Instagram、Facebook、Twitter、Flickr、Tumblr、foursquare或者新浪微博平台上。Instagram名字源自于Instamatic，是柯达从1963年开始销售的一个相机的系列名。公司位于旧金山，由Kevin Systrom)和Mike Krieger联合创办，产品于2010年10月正式登录App store，随后用户迅速增长，上线仅一周就拥有10万注册用户。2012年9月被Facebook以7.15亿美元收购。要入局Instagram社媒平台，以下的数据需要知道。
1、10亿月活
Facebook28亿、TikTok10亿、Twitter3.53亿、Pinterest4.59亿。Instagram的互动率不仅超越了 Twitter、Pinterest 和 LinkedIn，比 Facebook 高出10倍。
2、5亿日活
30分钟日使用42亿/天赞次数2.5亿/天分享内容63%每天打开42%多次打开
3、人群
52% 女性72%青少年67%以上是34岁以下美国1.4亿用户71%美国用户在18-29岁
4、高收入
31%年收入超过7.5万32%年收入50k-74k32%年收入30k-49kIns用户收入比普通互联网用户收入高出25%
5、商业
71%以上美国企业经营Ins，其中96%是时尚产业50万个广告商1.3 亿人/月点击购物帖子50%用户在快拍中看到产品后选择购买69%营销费用用在了网红身上2亿/天用户访问商家主页70%用户在平台搜索商品90%的Ins用户至少关注一家企业账户1.5亿/月用户通过DM与商家展开对话，其中三分之一从Instagram快拍发起
02 名词合集
大家知道yyds、dbq、nsdd、xswl等词是什么意思吗？这些短语在00后交流中经常用到，聊着聊着就来一个短语，不懂的话就尴尬了。玩Ins也一样，平台上有一堆的缩写短语，包括术语、俚语等，了解熟悉后，在写文案、看帖子时才能游刃有余。
1、CTA：call to action
号召行动，我们发帖是为了涨粉、用户下单，在文案、素材等处加入一些号召性的语句，让用户采取行动。
2、DM、PM
DM是direct message的缩写，PM是private message的缩写。意思都是发送信息，PM常见于推特，DM常见于Ins，最长见的就是“DM me!” 。
3、Hashtag标签
Ins上有各种标签，一般会出现在该贴文的内容最下方或第一则留言当中，起初是用来区别关键字的，后来演变成凝聚社群的一种方式。
4、Tag
有名词和动词的区别。名词意思是标签，动词意思是“加标签”、“标记”的意思。
5、Shoutouts
举个例子，A账户发了条帖子，在文案中让大家快去关注B账户，本质上是一个用户在自己的Ins账户上推广另一个用户，是最常见的Ins广告促销形式。
6、Slang俚语
YYDS在国内网络指代永远的神，在Ins上，老外玩起俚语也非常溜。L4L：Like for like，你点赞我的帖子我也点赞你F4F：Follow for follow，你关注我我也关注你AMA：Ask Me Anything，问我任何问题CSL：Can’t Stop Laughing，忍不住的笑FBF：Flashback Friday，在周五分享照片TBT：Throwback Thursday，在周二分享照片YOLO：You Only Live Once，生命只有一次S4S：shout out for shout，你分享我的帖子我分享你的OOTD：Outfit of the day，今天穿什么DM：direct message，给我发私信KIK：Kik Me，一款社交软件，可以通过查找该标签，找到受众添加好友，建立私域流量。
7、Post
帖子Post于 2010 年推出，可以发布照片和视频，发布后每个帖子只占据屏幕的一小部分，不会全屏展示，而且会永久保存在帐户中（除非删除）。一个帖子的照片和视频总数不能超过10个，视频时长最多60秒。
8、Story
快拍Story于2016 年推出，可以发布照片和视频，采用全屏格式展示，一个快拍中可以同时发布4个视频，发布后会在 24 小时后消失，观众无法公开点赞和评论，比Post更受欢迎。
9、IGTV
IGTV创建于2018年，可以发布最长60分钟的垂直格式长视频，对标YouTube，有着很强的营销功能属性。
10、Feed
Instagram Feed是Instagram动态，又称信息流，好比如刷抖音时系统推荐视频的页面。Instagram Feed会推送你关注账号的内容和系统觉得你可能会喜欢的内容，系统认为你最关注的账号和喜欢的内容会在顶部显示。
11、Reels
Reels俗称Instagram卷轴，2021年6月向全球范围内推出。可以看做是TikTok的翻版，视频时长最多60秒，仅限移动端使用，一推出就受到用户的推崇。很多人刚下载安装Ins可以看到Reels功能键等，也可以发布Reels，一两天甚至是一 儿就消失不见，没辙，因为Reels对环境要求极高，就算再拔卡、语言位置设置都无法让Reels稳定使用。
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