Should Instagram Let Brands Target Users Based on Location?

Foot Locker's video suggests untapped potential


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.

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