What's Next for "Instagrammable"? ~ Keywords: "Fragmentation of Sharing" and "Community"

Nakamura: Commercials and transit ads feel like one-way communication—you're being told what someone wants you to hear. But when people "share" something on social media, it often comes from personal attachment or genuine resonance.

I think many companies now recognize that when delivering a message, it's a better approach to have someone speak about it with affection, rather than just talking about yourself.

Amano: I personally feel the proliferation of smartphones and social media has greatly contributed to broadening this foundation.

Why did it boom so much in 2017? It became a buzzword of the year because so many people were talking about it daily, right?

Nakamura: I think it's because all experiences and plans shifted to be consciously designed for output on Instagram.

Take pancakes as an example: we're buying not just the value of "eating," but also the value that includes "the fact we went to eat pancakes" and "a cute photo of the pancakes."

The reason people queue for a parfait costing nearly 2000 yen in Harajuku is because it delivers multiple layers of enjoyment: "cute," "delicious," "will get likes on SNS," and "makes me happy when I look back at it." When you think about it that way, it might actually be a bargain (laughs).

Furthermore, I feel that girls' unique "instinct to care for others" (or what you might call a meddlesome instinct) is accelerating these trends.

Girls are creatures who derive pleasure from "telling others." I'm 26 now, but back in elementary school, whoever found "new tile stickers" became the school star. In middle school, it was whoever discovered "a purikura machine with cute doodles."

People flock to those who can find cute things first and share them.

Applying this to Instagram, the battle to be the first to find and share "Instagram-worthy" (cute) things that no one else had spotted heated up in 2017. That's how we might analyze it.

■ The New Stance: "Might as Well Make It Instagram-Worthy"

Amano: So, the widespread habit of sharing and liking things together strengthened the significance of being Instagram-worthy. It's true, as you say, it's become a way to get your money's worth (laughs).

The point about nurturing instincts is interesting too. Even though male users have increased, it still seems related to Instagram being a female-led space.

Tying into that last point, services curating Instagrammable spots and shops have emerged now, right? Are they widely used? While the core remains finding cute things quickly, I wonder if this might contribute to the feeling some mention of "getting a bit tired of the whole Instagrammable thing"... What do you think about that?

Nakamura: I think it varies by age group, but for me, I don't plan my schedule around Instagram. It's more like, if my usual plans happen to include an Instagram-worthy element, that's a bonus.

So, the fact that it's tied to location data is really helpful. If I'm going somewhere and happen to find a good photo spot nearby, it's a bonus. I call this "Instagram if possible."

Amano: "Might as well make it Instagram-worthy" is great (laughs). I think approaching it with that kind of attitude might be the key to using it longer and more enjoyably.

And that connection to location is key! As I mentioned in my book, I also envision technologies like video filters (where your phone's camera applies effects like "dog face" to your face) becoming more deeply tied to specific places. I feel like 2018 will see such promotional techniques used more widely.

I also feel it's incredibly positive that Instagram-worthy scenery will gather in this way. Wikipedia became an amazing database because everyone contributed knowledge, and I get a similar sense from these services. Everyone captures beautiful scenery with their cameras, then pieces it together like puzzle pieces, making it accessible online.

Right now, individual users are sharing these photos and videos, and through tagging (the information-gathering behavior of tracing and collecting information spread by users adding hashtags on SNS, as opposed to searching via search engines), they feel like they're engaged in something big: editing a map that didn't exist before.

Nakamura: What location tagging represents might be the increasing value of something "imitable."

What used to be just "cute bragging" or "luxury bragging" when viewed passively becomes something you can consider as part of your own plans once location data is added.

It's interesting how the points (photos) collected by everyone accumulate to build an online map.

Amano: Yes, I think it's a very important perspective to consider how to create space for incorporation. In my book, I tried to describe the phenomenon of trends arising from such chains using the keyword "simulacrum." I feel that we are all living in an information environment where such things are more likely to happen.

■I share, therefore I am

Nakamura: On the other hand, there is a recent trend to dismiss "Instagrammability" as simply a desire for self-approval. I find that a bit unfortunate.

There's even a new term, "instabug," which is used to mock people who are desperate to take Instagram-worthy photos. In my opinion, Instagram is a collection box for heart-fluttering moments. Sure, getting a "like" from someone feels good, but even before that, I find joy in discovering sparkling moments within ordinary days and collecting them. When something becomes a movement big enough to get its own buzzword, these opposite values and antitheses are bound to emerge. Still, I worry that girls who genuinely enjoy Instagram might start feeling hesitant or uncomfortable.

Amano: I see. It's true; there might be a backlash now against it being spotlighted as a national craze.

Personally, though, I focus on the positive effects inherent in the phenomenon of "Instagrammability" itself, as I touched on in my book. I believe these practices hold significance beyond mere information dissemination. It's a shift in the meaning and methodology of how we move people.

I'm sure you feel the same way, Nakamura-san. I'd love to hear about any cases you've worked on from that perspective!

Nakamura: I think the phrase "I share, therefore I am," introduced in your book, Amano-san, perfectly captures that essence.

Each individual "dot" of a post connects to form a "line" on the timeline (or, in Instagram's case, the grid's visual appeal).

Since each post tells the story of "me," if you don't create content that aligns with the version of yourself you want to show, people won't readily share it.

Amano: Thank you for quoting my book (laughs). Sharing is indeed a dual act—done for others while simultaneously shaping and affirming oneself.

■The "UMAJO" Promotion Aimed for Shareability

Nakamura: When I previously handled the "UMAJO" promotion to increase female horse racing fans, I pondered how to make "horse racing" shareable for girls.

That led us to a promotion tied to their interest in hairstyles. We created booths where they could experience matching hairstyles with horses, like the "UMAJO Hair" ponytail, and photo booths where they could take pictures with ponies.

Simply telling girls, "Let's try horse racing!" wouldn't resonate with them personally. Knowing that makeup and hairstyling generate massive web content shares and search volumes, I aimed to engage that audience.

The glamorous ponytails styled by professional hair and makeup artists stood out prominently in posts. Drawing from experience running photo-shoot gatherings for girls, I was confident the excitement of a cute transformation would pair well with sharing on social media. The result? Over the four-day event, we successfully spread the hashtag about 600 times.

What deserves further attention is that many of these shares were overflowing with love and passion. Seeing genuine smiles of enjoyment in the shared content allowed followers to embrace the posts with goodwill. Consumers are becoming increasingly savvy. If they sense pushiness or ulterior motives from a corporate account, they'll distance themselves. On the other hand, it goes without saying that people are highly receptive to genuine "likes" and "fun" shared by those close to them. To encourage sharing, I believe the most effective approach is to create an experience that elevates the girls' moods so much they can't resist taking photos.

Amano: I see. The examples you shared also seemed to effectively solve the company's challenges by connecting them to the user's desire and psychology to share.

It really clearly shows the positive aspects inherent in the concept of "Instagrammable"!

■ Keywords: "Sharing Segmentation" and "Community"

Amano: Finally, could you share your thoughts on how these themes will evolve post-2018? Please tie it into your own initiatives as well.

Nakamura: Even when we use the single term "share," I believe further segmentation will occur. This is an empathy map we analyzed independently.

The horizontal axis represents personal familiarity, while the vertical axis shows verbal (language-based) and nonverbal communication.

The upper right represents entities felt to be close, where the writing or narrator is compelling. This is the type that builds a fanbase around their story. The lower right represents entities felt to be close, but ones you naturally feel affection for without needing persuasion. Examples include babies, pets, and stylish cafes. The top left represents entities that are distant but highly valued for providing useful how-to guides or entertaining content. The bottom left represents entities that draw attention simply for existing; they generate likes and reactions just by showing their authentic selves.

Each has its own winning strategy and way of captivating. The sense of analyzing where you fit and creating posts that match that position will likely become increasingly important.

Amano: This mapping is fascinating! It neatly organizes elements surrounding sharing—how creators are perceived, audience expectations, and more.

Nakamura: Personally, I'm most interested in two things for the top-left category, the "empathy space" where communication with users is key: how they'll leverage stories and video content going forward, and how they'll develop strategies to solve the biggest challenge of Instagram-worthy businesses – the lack of repeat engagement.

For the former, I think community building and online salons are important. For the latter, cultivating fans tied to specific "people" is crucial.

Amano: In 2017, Instagram's influence surged dramatically. Not only users, but brands and publishers also started managing accounts to communicate. That's precisely why the kind of segmentation you mentioned, and establishing guidelines for our own positioning, seem increasingly vital.

Nakamura: Yes. Since the Buzzword of the Year was announced, we've received numerous inquiries asking us to "develop Instagram-friendly strategies."

However, I believe that unless you accurately grasp each brand's unique qualities and appeal and then cultivate the account's strengths, it's difficult to achieve the desired results.

Just looking good doesn't guarantee sales. The insights and mechanisms of empathy among young women are far more complex and can't be generalized.

Amano: Could you elaborate a bit more on the growing importance of communities, online salons, and building a fanbase tied to specific individuals?

Nakamura: "Instagrammable" content relies on the collective sense of what's stylish and current trends, making it extremely difficult for a scene once posted to be repeated.

On the other hand, "trust" is tied to individuals. It's built gradually through repeated sharing of concerns and answering questions.

The difference between success and failure in 2018 will likely hinge on how you communicate with users initially drawn by "Instagrammable" content and how you build trust with them.

After attracting attention via SNS, shift the interaction to communities or online salons where fans can connect. Create more spaces where warmth can be felt, not just through text and photos. If these spaces become welcoming, users are more likely to return or try recommended products, making SNS campaigns more effective. It takes time and energy though... (laughs).

Amano: I see. So, it's not about a one-off campaign; what you need to do to get repeat engagement ultimately aligns with the core benefit of using social media: building genuine engagement.

I feel that such an approach and the know-how to advance it will become even more important to prevent trends like Instagrammability from ending as temporary fads.

Thank you so much for the in-depth discussion!