How Instagrammable are you?
All brands recognize the power of social influencers, but they also get pretty browned off that a lot of money has to be paid out to see their brand on influencers' timelines, or in their stories. And so you see brands becoming increasingly resourceful in creating 'Instagrammable' content. Or maybe it would be better to say 'facilitating', so that the target group can produce cool content themselves.
The décor as crowd-puller
For example, you see more and more brands turning their shops into an Instagram attraction or even creating an Instagram spot. For example, take Paul Smith, who adorned his store in Melrose, Los Angeles, with a bright pink wall. Since celebrities like supermodel Karlie Kloss and YouTube stars like Cameron Dallas and Hailee Steinfeld posed in front of the wall, enthusiastic Instagram users have been taking some very creative photos against this background. In recent years, it has become one of the most Instagrammed buildings in California. In June 2017, its appeal became even greater when one of the two walls was temporarily painted in the colours of the rainbow, in honour of LA Pride, and as a reference to the rainbow flag - the international symbol of the LGBTQ community.
The rainbow wall was such a success that an extra parking lot attendant was employed to manage the selfie-snapping crowds.