In the past, we have considered the big 3 in digital as LinkedIn, Facebook and Twitter. Now, the big 3 are LinkedIn, Facebook and Instagram. According to a study conducted by Webpage FX, Instagram is quickly outpacing Twitter and becoming the next big platform for marketers. The study cites that Instagram currently has 600 million monthly active users, growing 4x over the past two years. Furthermore, brands get 120x more interactions on Instagram than on Twitter, and 58x more than on Facebook.
Simply put, engagement levels are higher on Instagram. The simple feed design allows users to quickly access the posts of those they follow without having to sift through things their friends have liked, commented on, etc. Instagram also gives brands an outlet to be more creative than on other social media sites. Utilizing hashtags and photo campaigns is an easy way to engage customers and gain followers.
Additionally, the inclusion of Instagram Live in the app’s newest update provides a more organic way for brands to reach out to their customers. With this new feature, users can live stream a video that appears at the top of each of their followers’ home pages. Followers can click on the live button and watch what is happening in real-time. They can comment and like throughout the video, and these interactions appear to the user posting the live stream.
Instagram also offers paid sponsored posts that appear in the feeds of every user, regardless if they follow the advertiser’s account or not. Some posts even allow brands to post multiple pictures within one post that users can scroll through by swiping left or right. Instagram For Business also allows brands to put a “contact” button next to the “follow” button on their profile page, allowing users to quickly and easily email or call the brand.
Humans are highly visual, and the emphasis that Instagram puts on visual elements makes it an ideal platform for sharing information with current and potential customers. Webpage FX also created a list of best practices for creating Instagram posts, and recommend brands post more photos than videos, show faces and color, and utilize negative space.
There are, of course, some downfalls to using Instagram as a way to promote your brand. For example, the app is not very link-conducive. You cannot add hyperlinks to post captions or in comments. The only place to post a link to a website, body of work, or video is in the profile bio; however, with the app’s exponential growth and engagement, especially among brands and their customers, it is a strong possibility Instagram will fix this issue in 2017.
If your company does not currently have an Instagram, it may be time to consider creating one. Instagram is only expected to grow in the coming year, and it’s intense popularity may cause other social media outlets, especially Twitter, to become obsolete when it comes to marketing.
