Why Instagram Matters for Your Marketing Strategy
As crazy as it would have sounded fifteen years ago when the first social media platforms were goofing around in their feeble infancy, it is no secret that social media has utterly changed how the world lives, communicates, and conducts business.
While many businesses, including major global brands, see the enormous benefits and even necessity of using the more complex and text-heavy social media platforms for their marketing campaigns, some are tempted to underestimate the power of the almost solely picture-based Instagram.
But that would be an enormous mistake. Instagram has become one of the most successful apps in existence, in so much as it’s quickly starting to be a competitor to YouTube. And since it has been bought by Facebook, its number of users and the exposure of Instagram posts has not quit increasing. We would argue that it is one of the most important platforms marketers should take advantage of.
Instagram Statistics for Marketers and What they Reveal
A careful examination of Instagram user statics reveals some very valuable data regarding the relevance, demographics, and engagement of its users that marketers would be foolish to ignore.
- Relevance: many marketers make the mistake of assuming that Instagram reaches a small and potentially irrelevant audience. But this could not be further from the truth. According to recent research, Instagram boasts:
- 500 + million monthly users
- 80% of users from outside of the U.S., which equals big global reach and revenue
- Approximately $2.8 billion of global mobile ad revenue
- 70% plus of brands with active Instagram accounts
- 90% of the world’s top 100 brands with Instagram accounts
It may be picture heavy, but despite that, it is one of the most relevant and opportunity-rich platforms to be involved in.
- Demographics: Instagram is even more relevant for marketers to take advantage of because it actually has rather broad demographics. Approximately 31% of women and 24% or men use Instagram accounts actively. While women show a stronger preference for the platform, men are not that far behind.
The age demographics do suggest a strong preference among the millennial generation with 55% of users falling between the ages of 18 and 29, but a still significant 28% of users do fall in the 30-49 age range.
Income demographics, however, show a surprising equality of preference across all income levels. Each bracket (less than $30,000, between $30,000 – 49,000, $50,000 – $75,000 and greater than $75,000) has between 25-30% of the users. Basically, each income bracket holds the same amount of users.
Long story short, if marketers were concerned that Instagram users represented too narrow of an audience, they would be incorrect.
- Engagement: Finally, an important revelation provided by Instagram stats is that its users are not passive. Many marketers worry about wasting time advertising to a passive and therefore unfruitful audience. This is definitely not so with Instagram users, who are likely some of the most active and promising users of social media:
- Instagrammers post an average of 95 + million photos and videos a DAY
- Instagrammers “like” over 4 billion posts per day
- 50% of Instagrammers actively follow at least one business
- 75% of Instagrammers take action after seeing an ad, such as visiting the advertisers website
With such an active and bunch, keeping an active Instagram account for your company would be far from a waste of time, especially when a large majority of users actually take action when they see an Instagram ad!
So, the stats reveal that Instagram is a:
Relevant and hot platform globally for individuals and major brands
Far reaching platform with regards to demographics
Fiscally fruitful platform due to its very engaged and responsive user base.
3 Important Ways to Use Instagram to Improve Marketing Strategy
So, now that it is clear why Instagram is an extremely valuable social media platform to use, how should you be using it to market your brand better? Statistics can help us with that part as well.
Here are 3 Instagram practices of the most successful brands and why they work:
- Find a filter to create and solidify a unique brand and stick to it. Research is showing that the best and most successful brands will choose one out of dozens of filters to help create their unique look on Instagram, and then they will stick with it. They do not change filters or use a variety of them. This helps their brand be instantly identifiable and much more recognizable.
- Post at least 5 times weekly. As of 2016, top brands, who have over 1 million followers, post five times weekly on average. This seems to be the “sweet spot” for number of posts. It is enough to keep followers engaged and hooked without becoming annoying. So, if you are wanting to know what constitutes just the right number of posts a week, try five.
- Hashtag it up! The phenomenon of hashtags has been an interesting, if not somewhat odd development to behold. Be that as it may, they are a powerful tool that projects a message much farther across the social media landscape than if a message did not use a hashtag. Thus, using hashtags significantly increases your brand’s exposure and target audience. Additionally, posts with hashtags have approximately 12.6% higher rate of engagement from viewers.
So, if you want your brand to spread out farther across the social mediascape and want even more engagement from viewers, use and create those hashtags!
Enjoy the Benefits
So Instagram statistics for marketers have a lot to show us about why the platform is a gold mine of opportunity for marketing campaigns as well as best practices for using it. As a sendoff, let’s mine the above information for the bottom line of benefits your brand could receive for utilizing Instagram:
- Brand exposure: because Instagram reaches a truly global audience, it attracts both women and men, an equal spread of economic levels, and a decent variety of age groups, and because it has such an incredibly engaged user base, your brand can spread much further much faster to relevant audiences by using Instagram. In fact, 60% of users say they learn about a product/service through Instagram.
- Return on Investment Guaranteed: with what stats show about how engaged Instagram users are and how many (75% remember) take action when seeing an ad, you are pretty much guaranteed that Instagram marketing and brand campaigns will bear fruit.
Free “likes”: this somewhat belongs with brand exposure, but – in a day where perhaps overzealous companies will pay for likes, Instagram’s super active users pretty much means your brand will get more “likes” than you could hope for without having to pay for them. Remember, there are over 4.2 billion “likes” per day!