By Chris Sugrue

The snap-happy social network has come of age and marketing departments are buying in. Instagram has almost completed its transformation from frivolous camera app to serious marketing channel – almost. Here I talk about its marketing appeal, sweet spot and achilles heel.

Once the vacuous repository of trout pouts and lives more fabulous than yours, Instagram has evolved into the marketing channel of choice. As we’ll see, the numbers illustrating this are glowing. It’s fair to call Instagram a runaway marketing success – but it is this “runaway” quality that also poses a risk to brands.

All hail the king

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Source: The Drum