NASL RailHawks - Instagram Pitch (PDF)
Published on: Mar 3, 2016
Transcripts - NASL RailHawks - Instagram Pitch (PDF)
Robert R. Smith
Instagram gives the opportunity to provide pure entertainment. Consumers don’t want to be
engaged when they are scrolling through their Instagram news feed, so, they give an unbiased
view of the material they see. This means that a like corresponds to their pure enjoyment of the
entertainment provided. Not liking the post means they though it was boring, or a complete
waste of time. That means that Instagram viewers only like exciting visual products. Advertising
for a Groupon ticket sale is not appealing. Posting a video of your best player breaking a
defenders ankles is. The little snippets of ﬁlm, or a conventional photograph, can deliver a
promotional image of the RailHawks directly into the palm of our fans’ hands. That can’t be said
about many self-promotional advertising methods. The like on Instagram is direct social proof
that we are liked among our community.
Instagram has potential business growth opportunity. Sweepstakes can be held occasionally
that include choosing a random winner to receive a, ‘grand prize.’ (signed ball/cleats, great
tickets.) A classic set of conditions for one of these promotional photos are that the participant
must post the picture on his page with a given hash tag, and also be following the RailHawks.
We could then market to potential sponsors that we will have their logo on the sweepstakes
photo if they pay a given price.
On game days and throughout the week we could post photos of a ‘behind the scenes’ view of
the RailHawks. Photos of players in the locker room, on the ﬁeld, at practice, getting physical
therapy, and running out of the tunnel.
As of December, 2014 there are 300 million people using Instagram.
As of October 2014 there are 500 million people using Facebook, but only 250 million using it on
their mobile device.
Instagram is almost exclusively used on mobile devices.
57% of Instagram users check their accounts daily.
63% of Facebook users check their accounts daily.
90% of Instagram users are under 35. (Business Insider stat from August 2014)
62% of Facebook users are under 35.
International Business Times says, “Facebook users in older age groups have grown quickly.
Facebook added 10.8 million adults in the 25 to 34 demographic, a growth of 32.6 percent. In
the 35 to 54-year-old demographic, Facebook experienced a 41.4 percent growth, adding 16.4
million new users.
The biggest growth came among adults over the age of 55. Facebook added 12.4 million new
users from this age range, a massive 80.4 percent growth.”
This is a possible sign that Facebook is getting older just like how Myspace has.
83% of U.S. teens in wealthy households are on Instagram.
Read more: http://www.businessinsider.com/2014-social-media-demographics-
My personal experience:
My classmates use Facebook frequently, but only to connect socially. The majority of my friends
consider “following” anything on Facebook to be a bit immature, (following means liking a page.
When the page posts something, it shows up on your news feed.) They don’t follow many pages
because that only clogs up their feed. They use Instagram to show off, and to get entertainment
from other people showing off. They follow many people because having a clogged news feed
provides more entertainment.
13,000 people may like the RailHawks Facebook page, but I don’t see the posts getting more
than 25 likes each. The New York Cosmos have 10,800 followers on their Instagram page, and
in their past three posts, they have received an average of 542 likes per post. Also keep in mind
that on the Instagram page it is very easy to read or observe the entire photo/video. On
Facebook, the format for each post is different, and people don’t necessarily absorb the entire