This Week in Digital 4.6.12

From a ”Pinterest for men” to a platform that pays influencers to share video to the release of Instagram for Android, this edition of This Week in Digital underscores the importance of targeting consumers in the communities where they are interacting. We hope you enjoy this round-up of digital news and how it relates to communications between brand and consumer.

Instagram for Android App Downloaded More Than 1 Million Times in First 24 Hours

Instagram, the popular photography app, has finally been released on the Android platform. Within the first 24 hours, it was downloaded more than one million times, including 430,000 people who had signed up for the app before its release. Despite the iPhone’s seeming ubiquity, the Android mobile operating system has more than 50 percent market share, making it an important channel for brands to consider as they develop apps to communicate with consumers.

A New Platform Pays Influencers to Share Video

Most brands dream of one of their videos going viral and spreading their message organically. A new platform called Wingsplay helps connect brands with influencers to pay them by the views they generate to distribute the video. In its first two campaigns—with NBC and Oxygen—each paid view generated approximately 3.2 free views. Although a pay-for-play service, Wingsplay provides influencers an opportunity to become more invested in a campaign’s success, in addition to a relationship with the brand.

Pinterest for Men: Will Dart It Up Catch On?

A new interest-based social media platform, Dart It Up, launched this week and is being labeled by media as the “Pinterest for men.” For a look into the platform, check out the website which offers mottos such as “A guy’s night out but completely online” and “Share and save cool sh*t” (asterisk included). Instead of Pinterest’s boards that cover fashion and wedding ideas, Dart It Up boards offer challenges like “Things a Man Can’t Live Without.” Its launch offers up an interesting debate: should social media be segmented by gender, and do women and men need separate platforms to share ideas? Either way, as more digital opportunities are being created, it’s now more important than ever to assess brand demographics before including social media platforms in PR campaigns and initiatives.