Brands and Instagram: Point, tap, swipe, glance

Brands are a critical part of the ongoing experimentation that underpins the development of mobile social media platforms like Instagram. Instagram had no dedicated advertising or analytics tools until 2014 so, in the absence of such devices, brands have developed uses of the platform that engage with the productive ability of cultural intermediaries and consumers to create and circulate images of their bodies, everyday lives, and cultural practices. This article examines the Instagram activities of the global vodka brand Smirnoff and the fashion retailer General Pants. Each brand engages with cultural intermediaries and builds themed activations at cultural events to orchestrate the production of images. Following Wissinger's (2007a) study of fashion models, we conceptualize Instagram as an image machine that captures and calibrates attention. Instagram expands the terrain upon which brands operate by dispersing the work of creating and engaging with images into consumers' everyday lives. The efforts made by brands to experiment with mobile media demonstrate the need to critically examine how participatory, discursive, and algorithmic modes of control are interrelated.