Smart targets younger consumers with ‘free’ Instagram

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SMART Communications (Smart), the mobile subsidiary of PLDT, has launched a free Instagram offer to capture a big chunk of the younger generation of consumers or the so-called millennial market.

The free Instagram offer gives users access to the hugely popular photo-sharing mobile service without additional data charges.

Pew Research Center in January 2015 revealed that more than half of Internet-using young adults aged 18 to 29 around the world are active on Instagram.

“We know Instagram is growing fast in popularity among young Filipinos. In fact, ‘selfies’ posted by Filipinos on Instagram were the basis of a 2014 TIME Magazine story which named Makati City as the ‘selfie capital of the world’,” Ariel P. Fermin, executive vice president and Consumer Business Group head at Smart, said on Thursday.


Smart said Instagram is the second most-used social media service among teens.

“We have announced our Free Instagram offer in response to the changing behavior among young Filipinos who are more visually oriented and who love to take photos and instantly share them with friends,” Fermin said.

“Smart is the one leading the charge for them to experience these new services as part of our ‘Smart Life’ initiative,” he said.

Prepaid subscribers can enjoy free Instagram browsing and posting for up to 30 MB per day with any popular prepaid promos that include All Text 20, Unli Call & Text 30, All in 99 and Mega 250, among many others.

Users who subscribe to any of Smart’s Surf Plus Plans, meanwhile, will instantly be able to enjoy the Free Instagram offer as part of their freebie app bundle for 30 days.

Easier sharing
Fermin said Instagram, a mobile-first social network, appeals positively to the younger generation who understand a more “visual” language and who just can’t get enough of getting updates from friends on their Internet-capable smartphones.

With Instagram’s easy photo and video editing tools, square-sized photos, and the ability to work on any type of mobile Internet connection, sharing photos to friends have become easier than ever before.

Today, more than 30 billion photos have been shared on Instagram since it launched in 2010, with more than 300 million users sending an average of 70 million photos and videos on the service each day.

“Smart understands the needs of this generation, which is why we have introduced innovative services such as this free Instagram offer, as well as video streaming via iflix and FOX, so they can truly enjoy entertainment everywhere they go,” Fermin said.

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