Illustration: Rebecca Zisser/Axios
Millions of dollars are being spent across apps, sets and props to help people project perfectly curated images for Instagram photos, Boomerangs and stories.
Why it matters: Instagram has exploded as the primary visual medium for social networkers around the world, with more than 1 billion users worldwide. Companies, influencers and everyday users are willing to pay big bucks to look their best.
By the numbers: In 2018, about 53% of the U.S. social network users will access Instagram at least once a month — a number expected to grow, per eMarketer.
- Instagram has become central to public images, even for youth. Instagram usage among teens in the U.S. is growing at the fastest rate, according to the latest survey from Piper Jaffray.
Creators of Unfold, an app that makes Instagram story templates, has proved that users are willing to pay for flawless Instagram story design.
- With 11 million users, at a rate of 100,000 app downloads per day, the company is set to bring in $2.6 million in revenue for 2018, per Fast Company.
- Celebrities have driven the app's popularity. In-app purchases with new templates and designs help with retention rates, a challenge app developers have, CNBC reports.
Instagrammers are paying to wait in line at Instagram Museums, which are well-lit, aesthetically-pleasing rooms with props — a perfect recipe for candid photos on social media.
- In New York City, people are paying $45 a ticket to wait in line at the Rosé Mansion, a pop-up set up for luxurious photo-ops.
- The Museum of Ice Cream in San Francisco, 29Rooms and the Color Factory both in NYC are also popular photo-taking destinations.
Some companies are tapping into the popularity of Instagram stories and the purchasing power of celebrities and influencers who have large followings.
- Hip stores now have brightly painted walls with catchy slogans and photoshoot-ready nooks decorated with props.
- Viral, beautiful-looking menu items can make a restaurant famous on Instagram.
- 68% of people become more interested in brands and products after seeing them in stories, an Ipsos survey found.
The bottom line: Businesses like Unfold are partnering with Instagram for a more seamless interface. Though Snapchat has the highest usage among teens, users are adopting Instagram at a faster rate.