There are currently more than 600 million Instagram users with more than 4 billion ‘likes’ given every day. Nevertheless, it takes more than just a unique product. It also takes luck and good timing to get ten or one hundred thousand little hearts at once. “There is no strategy for becoming famous on Instagram,” says Isidori. “You simply have to have interesting content for people; in the best case scenario, the rest then follows on its own.” Giving it a gentle nudge? That’s possible. With especially outrageous decorations, individually designed lighting concepts, or classical marketing tools: Goodies for true Instagrammers. Posts for cheaper jeans or discounts for the next shopping trip. The world is full of restaurants and bars that style their place, food and beverages to fit perfectly within the little squares of the Instagram feeds. Or fashion chains that show their customers in prettily styled dressing rooms (with hashtag suggestions). Just so they can become the next online topic of conversation. In the USA, for example, half of all companies (with more than 100 employees) already use Instagram – the figure is expected to reach 70 per cent this year. And these companies come from all industries because, basically, Instagram works for everyone. To date, about five million companies around the world have set up one of the specially created Instagram business profiles, which, among other things, have a contact button. Half of all Instagram users also follow at least one business or brand. Why wait for the next viral hit? Strike now.

The interior architect Brian Miller is someone who knows how to use this for himself. When decorating the Columbia Room in Washington D.C., he paid attention to two things: the ‘Instagram-ability’ of the interior and the ‘feel-good’ factor – perhaps even in that order. A large mosaic behind the bar provides interesting details that would function better on Instagram than a large-scale design. Spotlights over the counter also ensure that the drinks are always well lit. Otherwise, that wouldn’t work with a mobile phone camera. And, as the ideal contrast to the dark wood, there’s a light-coloured coaster under every glass. Within just a few weeks, every snapshot became a hit and the Columbia Room was linked to hundreds of times. In the Restaurant Catit in Tel Aviv, there’s even a class on foodography for especially ambitious Instagrammers. In fact, part of the menu was designed just for Instagram. And there’s more: Specially designed plates with a slot for holding the smartphone to ensure that pictures are perfectly framed in perfect quality. And Instagram itself? It advertises with constantly new features constantly and is always reinventing itself: The former visual medium is increasing turning into a purchase medium.