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Instagram also works for brands with intangible products, says top exec

Singapore

SEEMINGLY serious businesses may be overlooking the benefits of social media for their brand, according to a top executive at Instagram, the photo sharing app snapped up by Facebook in 2012 for US$1 billion.

Jim Squires, director of marketing operations, told The Business Times: "Many businesses have the misconception that Instagram, for example, will only work for brands that offer visual products."

Great stories, however, can be told around any intangible service or product - if brands share images that tell a story or create an emotional connection with their audiences, he said.

One such brand to have mastered Instagram is US financial services firm Capital One, he added. In place of...

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