While the study focuses on how teens and adults use Instagram, marketers may want to look at the possibility of analyzing the images that reflect emotions to target ads. The researchers chose Instagram for their study because more than 90% of Instagram users are younger than 35. They define teens as being between 13 and 19, and adults as those between 25 and 39. Researchers used an API to extract users’ data, and data collection was done between April and May 2014.
The research is particularly interesting since Google launched Photos last week at the I/O conference. Google Photos is a cross-platform service that works in a browser, as well as on iOS and Android. It reinvents the way people organize photo collections in the cloud. With users saving an increasing number of photos, finding a specific image is getting more and more difficult.
Still, Google has access to those photos to analyze and observe the way the photographer stores and shares them. The app pays attention to facial expressions to identify like photos when it creates personalized catalogs of images. Although many of those photos may not be of people, each image reflects a mood or an emotion. I'm just saying. Food for thought.