Instagram is a social media app that is created as an outlet to share photos with followers. While it is mainly used for friends and family and sometimes a broad following if you are an influencer, smaller companies use their platform to also advertise to the public as well as using influencers to promote certain products.

Social media programs, such as Instagram, uses digital engagement to allow companies to advertise different products.

The programs evaluate how a consumer engages with the content based on the amount of likes, amount of follows, and certain interests based on preference of the user. The program (Instagram) takes the information gathered about the consumer and creates an environment for the advertisement.

Since Instagram is mainly used by ages 18-24 and on average is used by each person around 72 minutes a day the way advertisements are presented is key because if they are not effective they will be disregarded and the advertisement would not be effective.