After the rollout of Instagram web profiles last week, some users fretted that an online repository for pictures carelessly posted of their voter ballots or Halloween costumes was reason to make their accounts private.
Brands, on the other hand, are showing some enthusiasm for Instagram web pages, even if they don't quite know what to do with them yet.
While brands Ad Age surveyed haven't yet observed a rise in followers attributable to web profiles, they're intrigued by the prospect of having a place to showcase their content in one place and possibly to direct users there from other media.
For brands like Sharpie -- which has a follower count of 38,000 and is geared toward teens with a colorful set of hand-drawn images that are created in-house by a 26-year-old community manager -- a web profile is an opportunity to create a portfolio. Sharpie social-media lead Susan Wassel said her team plans to promote the Instagram page on its blog and Facebook page this month.
"By doing so, we hope to tap into fans who do not have access to an iPhone or Android device, giving them the opportunity to see the collection of Sharpie inspirations posted on the web profile, thus continuing to inspire creative use of our products," Ms. Wassel said in an email.