This party was not a typical 'drink alcohol and dance away' event, but more of a marketing exercise to increase the use of Instagram, a social media site that is well known for the use of photo sharing. It is suggested that those invited to the event were chosen carefully, in order for the event to become successful. The purpose of this was so that Instagram could capture pictures of celebrities at their event and also for the celebrities themselves to promote the company by uploading their own images on to the social media site. Looking at this in a marketing perspective, this idea is incredibly smart. Both Systrom and Oliver were able to become known to others through others, which would therefore make the fans of the guests aware of what they do. For example, for those who were unaware of what Jamie Oliver did, they would then be able to find out through looking at their idol's post. Doing this could potentially boost Oliver's sales through his restaurants and his books.
Popular celebrities such as, Liam Payne from One Direction and Harry Potter star, Matthew Lewis attended this event and kicked off the popularity by using other social medias such as Twitter and Facebook to let their fans know where they have been. It is apparent that the event was then publicised by their fans, as shown below.
Other popular online stars, such as youtuber, Alfie Deyes (PointlessBlog) who has over 4..5 millions subscribers and Marcus Butler, who follows closely with 4 million subscribers also attended the second annual Instagram event with other youtubers and bloggers. However, all these guests are not the main target audiences. The target consumers are actually all the people who follow these guests and are interested in what they do and who else they follow. This is a good example of how marketing can affect consumer behaviour. This can be explained by the idea of fans being mesmerised by the lifestyle and interests of their idols; thus suggesting that the vlogs (video blogs) and blog posts that are created can actually help promote Jamie Oliver and Kevin Systrom as individuals and also promoting the use of Instagram; therefore increasing sales and the social network market share.
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| British Youtubers attending the second annual event |
Another main aim of the party was to explore networking. Networking in this scenario is meant by individuals meeting others and connecting through mutual interests, hobbies and general friendly conversation. The majority of the guests operate and communicate with their fans online, which shows the significance of technology and the internet, influencing the awareness of the event after it has happened. This therefore suggests that the networking is actually very important, as it can help promote and establish other guests. The way that consumer behaviour works in this case is that these guests can use their own forms of marketing strategies to explain their work to others, which implies that they are able to verbally convince and pitch themselves to others. This is a clever tactic as it means the other party can get to know the other guest better, therefore establishing a connection from Oliver and Systrom's event, that may be thanked for in the future. This once again shows that by influencing others to participate in a marketing exercise, a positive cycle of followers becoming someone else's potential customer can be established, which may be able to create sustainability for all those involved in the event.
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