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The top Instagram video among retailers last week was by Foot Locker, which has picked up nearly 28,000 likes and comments since Jan. 29 with a post for its Penn Station location in New York City. It marks the first time a locally focused effort has cracked our 10-month-old Adweek/Shareablee chart for the top branded Instagram videos.
Foot Locker's post ran nationwide, since Instagram doesn't offer marketers a location-targeting feature. But the brand's success raises an intriguing question: Should the Facebook-owned photo- and video-sharing app incorporate the ability to zero in on consumers based on their whereabouts?
"Location-based targeting features would make Instagram a more attractive platform for large brands with multiple locations," said David Deal, a Chicago-based digital marketing consultant.