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It’s nice when companies see fans and customers responding positively to their products and messaging over social media. But figuring out how to convert all that positive energy into an effective sales and marketing strategy can be tough to figure out.

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From Levi’s to the local craft foods shop, businesses of all sizes are flocking to Facebook’s free photo-sharing app Instagram, hoping to get noticed by its 80 million active users and expand their reach.

What makes Instagram different from other social media sites such as Facebook, Pinterest or Twitter? It’s almost entirely photo-based and available only on Apple iOS and Android mobile phones and devices. Instagram has emerged as an effective marketing tool because companies can quickly build brand recognition and consumer loyalty through an ongoing stream of photos that help personalize their brand.

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