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When it comes to social media marketing, Instagram is one of the best platforms for reaching and engaging with consumers. While most brands have already established a social presence on Facebook and Twitter, many companies are just now realizing the value of Instagram marketing; a recent eMarketer study found that 70% of brands will be on Instagram in 2017, an increase of 40% in one year. To help marketers understand how Instagram is altering the advertising landscape, we’ve compiled a list of four notable Instagram trends to consider before launching future social media marketing initiatives.
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For brands, collaborating with Instagram’s biggest digital stars offers the best engagement rates of any social media platform. According to Locowise, recent Instagram engagement rates for ordinary users is 1% per post (meaning that 1% of followers will “like” or comment on a photo), compared to .54% for Facebook and .04% for Twitter. Instagram “micro-influencers” (users who have less than 1000 followers and are regarded as experts in their field) receive an astonishing 8% engagement on their Instagram content, while Instagrammers with 1 million followers or more still see engagement rates of 1.7%, almost twice the platform’s average (Digiday).
Snapchat may have authored the disappearing content trend, but Instagram’s latest feature, Instagram Stories, looks to capitalize on consumers’ love of immediacy, authenticity, and “in-the-moment” photos and videos. For marketers, the popularity of this type of content (especially among younger audiences) signals a shift in preference, and successful brands must now learn to balance polished content with raw, genuine photos and videos—all while maintaining a consistent brand message and identity. See our post here for how brand can use Instagram Stories for influencer advertising.
Related Post: The Top 13 Instagram Demographics & User Stats For 2016
Though Instagram still hasn’t developed a way to buy products directly on the app itself, several companies now offer brands a way to create shoppable ads by inserting “Buy Now” buttons directly into Instagram posts (instead of only including a link to the brand’s website in the Instagram biography). The ability to purchase an item directly through an Instagram post—especially through a photo or video created by an Instagram influencer—will revolutionize the way consumers interact with Instagram and make influencer marketing partnerships even more valuable to marketers.
Hashtags didn’t even exist ten years ago. Today, including hashtags into Instagram posts provides a way for companies to increase visibility by leveraging trending topics, identifying campaigns, and generating audience engagement. Hashtags also let consumers know when a social media influencer has received compensation for promoting an item; including #sponsored or #ad into sponsored posts can help brands comply with the Federal Trade Commission’s (FTC) advertising guidelines.
Baking some yummy Team USA themed #Hersheys treats for my Rio 2016 Olympic Games party! We have been wearing our American flag onesies all week! My favorite events are swimming and gymnastics! What are your favs? If you’re celebrating, make sure to send @TeamUSA a big #HelloFromHome and show your support! #sponsor A photo posted by AMBER FILLERUP CLARK (@amberfillerup) on