The key to marketing with photo-sharing service Instagram, newly acquired by Facebook, is content and providing something for users that they won't encounter elsewhere. That's the conclusion of PepsiCo and Red Bull, which have used the popular application for marketing over several months. "We use Instagram to humanize the brand and take people behind the curtains," PepsiCo digital chief Josh Karpf said.
Unique content is seen as key to marketing on Instagram
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