Use of the internet has increased dramatically in recent years. The rise of smartphones and tablets introduced the concept of ubiquitous information, and internet users are exploiting their data plans to the fullest. A successful digital marketing campaign is no longer limited to traditional paid ads and banners. Now, a business can engage its audience through social media networks, gaining a new level of exposure. Even top international brands use social media to its fullest. In fact, they have some of the most followed accounts on all networks.
Today’s marketing is all about creating a personal connection with the audience. Digital marketers are bombarded with facts and statistics, and all these numbers point to the fact that marketers must invest more in social media marketing. But with a lot of information available, it can be overwhelming to choose the right social media strategy.
More than 2.3 billion users are active on different platforms and on an average spend 1.72 hours on their accounts. Facebook, Instagram, Twitter, and others are easily available through mobile, and 1.97 billion users all over the world check their social media profiles frequently. Website Builder has created a detailed infographic with Instagram facts that you may find beneficial for marketing your business or brand.
The Rise of Instagram
Instagram has emerged as one of the most powerful social media platforms for marketers due to high user engagement. Per-follower engagement on Instagram is 58 times higher than Facebook and 20 times greater than Twitter. Retailers who actively use Instagram for engaging with their audience experience growth as high as 237 percent. By 2017, 70 percent of all businesses are expected to use Instagram.
Facebook honcho Mark Zuckerberg (now also owner of Instagram) has claimed that social media platforms are ripe for monetization only when they reach at least one billion users. The Instagram platform is exploding, with 600 million users within six years of launch. As more users start using the network, we are likely to see more paid direct advertising methods. Until then (and even when these emerge), organic marketing (posting like a regular user to gain interest) will be important.
There are, however, changes being made to how posts are displayed to users. When Instagram was first launched, the feed was presented based on the time of posting. (Mondays and Thursdays remain the best days to post, and the best time is between 3:00 p.m. and 5:00 p.m.) However, Instagram has changed its algorithm to present most interesting content to users first. On an average, Instagram users don’t see 70 percent of the content on their feed and with the new algorithm; your post will easily slip through the cracks if you don’t pay enough attention. How often your audience engages with your posts determines how likely they are to see your new posts. Therefore, the utmost care must be taken.
Instagram is exploding, with 600 million users within 6 years of launch.
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Instagram Boasts 600 Million Users
For any marketer, the importance of platform usage is the first factor to consider while developing a marketing campaign. Instagram has more than 600 million monthly active users. With a large group of people checking Instagram multiple times a day, it is a ripe platform just waiting to be used. The users of Instagram are highly active, as 40 billion photos and videos have been shared so far. It is the second most frequently used social media network, next only to Facebook.
Instagram Is Global
Unlike other apps, Instagram is not just an American thing. It is used globally, and because the language of communication is pictures, it has high international engagement (i.e., no language barriers). A little more than 80 percent of users are from countries other than the US. Even if you do use captions, these can be posted in multiple languages.
Instagram Is Perfect for Young Audiences
The number of adult Instagram users in the U.S. has more than doubled since 2012. The 18 to 29 year-old demographic is the largest. About 32 percent of users are from urban areas, while 28 percent of users live in suburbs. About 30 percent of Instagram users earn $50,000 to $74, 999 per year. To develop an effective marketing campaign, the demographic information and spending capacity of the audience is crucial. If you want younger generations to embrace your product, your business should be on Instagram.
Top Brands Are Already on Instagram
More than 60 percent of the top international brands are already on Instagram. These brands post on average 4.9 times per week. Remember the old saying, “If you can’t beat them, join them?” That’s exactly what you should do. Your brand may post a bit less or a bit more, but around this number of posts will keep your brand out there without annoying users and followers.
B2C Businesses Benefit More from Instagram
Instagram is used by almost 48 percent of B2C businesses. After all, customers are more likely to buy your shoes if they see a beautiful picture of them on Instagram. They will be delighted to reserve a room in your hotel if your pictures are inviting. Consumers will be interested in purchasing the same stuff their favorite Instagram celebrities are using. When you want to sell products directly to your consumers, Instagram is one of the best places to encourage them to do so.
Instagram Users Take Action
One of the common challenges for marketers is getting consumers to take action. Without even a specific call for action, Instagram is useful for businesses. 70 percent of Instagram campaigns proved beneficial for the businesses surveyed, and 50 percent of all Instagram users follow at least one business. Users have no inhibitions about following a business if they like what they see. Also, after engaging with the content, Instagram users don’t hesitate to check out the website, tell their friends, or even make purchasing decisions. You don’t have to wait to invest your time and money on Instagram because people take action.
Branding Is Easy on Instagram
Business branding is one of the key ingredients of a social media marketing campaign. Instagram makes this process simpler with the use of hashtags, which are useful in optimizing and discovering your posts. You can easily brand your business on Instagram using a hashtag consistently throughout your posts. The hashtag can also be popularized by offering contests exclusively for Instagram followers. Several top international brands create their own campaign specific hashtags to boost their followers. Location-based hashtags receive even more engagement, and you can add as many as 30 hashtags per post. You can integrate social media campaigns across multiple platforms using hashtags.
As the user base for Instagram continues to increase, its creators are not afraid to introduce new features. Apart from photos and videos, Instagram now has Snapchat-style Stories that expire after 24 hours. Many marketers are using this to show off fun, personal aspects of their business. Got a new stock delivery? Chef making a special dish? Doing something fun but completely unrelated to your business? Make it a story! This and live video create a sense of urgency among your audience, as they won’t be able to view the content if they don’t view the broadcast right now or the story within a day. There is also a sense of mystery. Impulsive people cannot resist clicking.
Instagram is forecasted to generate advertising revenue of $2.81 billion by 2017. It is expected to bring about 10 percent of the revenue for its parent company Facebook. With the per-follower engagement rate of 4.21 percent, Instagram is the most rewarding platform for marketers. Instagram users love beautiful pictures of products, and direct advertising is possible on Instagram. 42 percent of the marketers who spend more than 40 hours per week on social advertising focus more on Instagram. Whether your business is big or small, Instagram is the right place to get closer to your audience.
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