Reaching a specific demographic has always been key for precise and effective marketing. As more social channels and content influencers launch and become popular, this task becomes easier to accomplish more accurately. Instagram has over 300 million active users, with an average of 70 million photos uploaded every day. This is a massive amount of content, but Instgram users are consuming it around the clock and generating over 2.5 billion likes daily (Instagram Statistics). Millennials make up 51% of the users on Instagram, making it the most millennial heavy social platform right now (digiday). This makes Instagram marketing key for reaching Millennials.
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According to Digiday, 81% of Millennials sleep with their phones next to their beds, making Instagram and the content creators on it, an integral part of a millennial’s day. Advertisers and brands have a huge opportunity to reach the 18-34 year old demographic through Instagram marketing and its key influencers in a more personal and organic way then before. Generation Y is looking to connect with the Instagram community through commonalities. These commonalities and niches allow brands to easily pinpoint their target market within content creator’s communities. Converse recently worked with influencers to drive traffic and awareness to it’s newest campaign (see our post on how Converse used Instagram for Branded Content).
Instagram influencers have been creating branded content through Instagram marketing since the inception of Instagram; but in November of 2013, Instagram introduced advertising direct to users feeds with a limited number of ad partners. Michael Kors ran the first ad, and it garnered more than 218 thousand likes in 18 hours showing impressive engagement and positive sentiment for an ad. Currently Instagram is utilizing ads sparingly. Instagram’s website states, “We’re starting slow with advertising to make sure we take time to get the experience right for our ad partners and the Instagram community. We’ll let you know when we’re ready to expand to more ad partners.”
While advertisers wait to utilize Instagram ads, Instagram marketing through influencers is the most efficient way to reach the millennial audience. In addition to brands reaching their target market, these partnerships are the primary way content creators make a living (see our post on How Instagram Influencers Make Money). it’s clear that utilizing Instagram influencers to reach a millennial audience, is the key way to increase brand awareness as well as sales.