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Marketing in the age of Instagram

Olapic’s Jose de Cabo talks visual marketing, the future of earned content and what’s so special about the colour blue

“Brands are not what marketers say they are anymore. They’re what consumers say they are,” says Jose de Cabo, co-founder of visual marketing platform Olapic. “User-generated content performs better than brand assets because it is more authentic.”

Launched just as Instagram was starting out, Olapic uses software to root out hashtagged photos and videos from Instagram, Pinterest and Twitter which showcase a brand being used or enjoyed, then repurposes that content to engage customers and boost conversions.

He tells City A.M. why the colours yellow and blue are more lucrative, and why more “likes” doesn’t necessarily mean more sales…

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