Entrepreneurial Marketing

CHAPTER 2From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model

In 2010, Instagram launched a photo‐sharing platform that focused on offering photo‐based social media networks. Two months later, it could boast of 1 million downloads.

At its core, Instagram is a fast‐moving platform that takes advantage of the latest trends by adding new features, including short‐lived content (stories) and short videos (reels). In a crowded social media platform market, the company has taken a leading position with a current focus on four elements: creator, video, shopping, and messaging. In 2022, Instagram's value stood at US$100 million, making the platform Facebook's highest‐performing investment with a return on investment more than 100 times.

What can be gleaned from the story of Instagram? Perhaps a good starting point lies in the chance to see that in very dynamic conditions, it's not enough to rely on an overly procedural approach to obtain the desired results. The business environment changes rapidly and companies that want to perform highly will be ready to pivot—often and swiftly. Instagram followed this strategy and on execution developed into a behemoth figure that dominates its industry.

A facile mindset tends to contradict the professional approach that so frequently prevails in the marketing segment. In the past, the marketing department might have set up a plan, outlined the steps to follow, and moved forward. This approach may have seemed ...