Have you seen Instagram’s personalized landing pages? I’m not talking about their homepage. I’m talking about every single picture that is shared on the web. Check it out:
You Can Only Do Three Things
1. Download the app
2. Share It
3. Close the page
Instagram could have easily created a web based social network and asked people to sign up on the web, but they didn’t. Instead they focused on getting you to download their app. Which is pretty brilliant since Facebook already had the web based photo social network thing covered.
I spoke to Adam Nash last week and he said something very insightful that I just had to share with you. He talked about thinking about the first interaction that your potential user interacts with. In most cases it isn’t your website – it is an email referral, Facebook share, or landing page view. In Instagram’s case your first interaction was seeing your friends photo, and since you can’t zoom or see more pictures all you can really do is download the app to see more.
Nobody Likes to Be Sold
What is so amazing about the Instagram photo landing pages is that the call to actions are so non obtrusive. They simply suggest that you should download the app or share it, they don’t force it on you with an annoying pop-up. Here is a close up screen shot of the Download Call-To-Action.
I’d love to get your thoughts on this Growth Hack – let me know in the comments below. Also, if you want to learn about airbnb’s growth hack, download it here.