Instagram showcases its passionate community at flagship event

Highlights ‘Born on Instagram’, Instagram for business and an ‘Unlabel’ content series


MUMBAI: Instagram today organized its inaugural ‘Instagram Experience’ (IGX) to showcase how it brings you closer to the people and things you love. With most people in the Instagram community using it to pursue their passions, the app highlighted a ‘Born on Instagram’ initiative to discover creators all across India, the ‘Impact, Influencer and Interactivity’ approach to leverage Instagram for business and an ‘Unlabel’ content series, that outlines how it’s the kindest community online. 

With over a billion people globally, Instagram is loved for its vibrant community, cultural relevance and visual expression. IGX furthers the engagement with the community, by hosting over 250 creators and marketers, including actors Taapsee Pannu and Priya Varrier, and creators Mallika Dua, Pooja Dhingra and Savi & Vid from Bruised Passports. Also present at the event was Vishal Shah, VP of Product at Instagram, who said, “Instagram is gaining strong momentum both globally and in India. Much like Indian culture, passions pursued by Instagrammers here are the most diverse and represent urban and regional trends. This, combined with the way people freely express themselves on the platform, creates an amazing opportunity for creators and businesses here.”

Regional celebrities like Guru Randhawa, Nusrat Jehan and Kajal Aggarwal and creators like Pawan Kumar from Artkala in Patna, Sujit Bhaktan from Tech Travel Eat in Kerala and Kiran Dutta from Your Bong Guy in Kolkata already use Instagram creatively. At IGX, a new initiative - Born on Instagram - was announced as a recognition of the accelerated creativity in content witnessed all across India. This program will celebrate, discover and showcase creators in big and regional cities, and give them collaboration and mentorship opportunities. This will roll out in 15 cities, beginning this year.

The community also includes businesses of all sizes who leverage Instagram to drive awareness, increase customers and share their story amongst a highly engaged audience. At IGX, the focus was on an approach based on ‘Impact, Influencer and Interactivity’ to enable businesses to best leverage Instagram. This impact is an outcome of the authentic connections between brands and consumers, further showcased by an IPSOS India study where 94% of people said they searched for more information after seeing a product or service on Instagram. 95% of people also said Instagram helps them decide whether to buy a product or service. 

Instagram is also a natural home for influencers, and brands leverage associations with them well to increase awareness and build trust. With the launch of Branded Content Ads earlier this year, advertisers now have the ability to promote creators' organic branded content posts as feed and stories ads. This is spurred by interactivity as people increasingly use interactive elements like Poll stickers and Questions, and hence 60% of businesses on Instagram use an interactive element in Stories every month. Interactive ads, starting with Instagram Poll Stickers, work well to that end to enable instant two-way communication and get people involved.

But people will only express themselves if they feel safe and supported and Instagram has recently rolled out the ‘Restrict’ feature, to that end, to protect your account from unwanted interactions. Now, the app unveiled a new content series, ‘Unlabel’, in partnership with Yuvaa, a youth media platform, which features young Indians challenging stereotypes to be their authentic selves.

Instagram has recently made a number of additions to help people express themselves better on the platform. These include the Music Sticker for Stories, a new dark mode, a new Create Mode on camera, the Create Don’t Hate stickers as part of the anti-bullying efforts and the IGTV Series tool for creators.

Latest Reads


As a ConTech leader and India’s Entertainment Super-App, ZEE5 has been instrumental in paving the way for digital video entertainment in India through bespoke content and integration of new technologies. The platform has proven to be a consumer favourite, not only in India; but also, globally, as...

iWorld Over The Top Services
hoichoi presents “First Day First Show”, a new property to stream Bengali feature films; SVF produced ‘Detective’ will mark its first Direct-to-Digital release

It is official! Anirban Bhattacharya starrer “Detective” will be heading for a Direct-to-Digital release on hoichoi. hoichoi announced a new property a day before, “First Day First Show” which will helm the direct releases of Bengali movies.

iWorld Over The Top Services
Microsoft in talks with ByteDance to acquire TikTok in the US

NEW DELHI: Tech giant Microsoft yesterday confirmed that it has held talks with Chinese technology company ByteDance to acquire its social app TikTok in the US. Microsoft said in a statement that it will keep working with the US government on a deal and intends to conclude talks by 15 September....

iWorld Social Media
Defence ministry says armed forces-themed movies, shows need its NoC

MUMBAI: Censorship by any external regulatory body is something streamers and viewers in India are averse to. But there is at least in one area where they might have to yield to clipping scissors: how they depict the defence and armed forces in their shows and films. The Indian ministry of defence...

iWorld Over The Top Services
Facebook introduces official music videos in India

Facebook today introduced official music videos on the platform and launched a new Music destination on Facebook Watch in India, to allow people to view their favorite music videos and come together through music.

iWorld Social Media
Facebook celebrates the power of people coming together to support one another in the next phase of its consumer marketing campaign for India

India, August 01, 2020: Facebook today launched the next phase of its consumer marketing campaign in India – ‘More Together’, to showcase how people across the country can do more together by harnessing the power of their connections on the platform – even more so in the current situation The...

iWorld Social Media
Sukesh Motwani on creating 'The Gone Game' during the pandemic

MUMBAI: Voot's upcoming series The Gone Game explores how the spread of Covid2019, besides its health ramifications, has taken an emotional toll on people's lives. The series is produced by Bodhi Tree Multimedia co-founder Sukesh Motwani, Mautik Tolia and creative producer Persis Siganporia. The...

iWorld Over The Top Services
YouTube's ad revenue growth slows down in Q2, subscription revenue sees good growth

KOLKATA: In the pandemic-hit period, Google-owned YouTube’s advertising revenue declined in the Q2 of 2020 compared to the previous quarter. It has raked $3.81 billion for the quarter up from $3.60 billion in the year-ago period but lower than $4.04 billion in Q1. 

iWorld Social Media
Newly launched MX TakaTak hosts popular 1 mn+ digital influencers

KOLKATA: The Indian youth has taken the world by storm, showcasing their myriad talents to both India and the world, with the emerging medium of short video. To support this new wave of innovation, MX Player’s short video app MX TakaTak has emerged as the new destination for content creators,...

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories

* indicates required