As marketing professionals, we’re confronted with new tools, platforms, methods and trends every single week, especially if we work in social media. But one thing’s for sure: Instagram is huge and it’s here to stay. Since it launched back in 2010, the photo-sharing platform has grown to more than 400 million monthly users and, according to a recent study by Adweek, is used by approximately 42% of B2C brands these days. So what’s going on with the remaining 58%? Why aren’t they using Instagram to its full advantage and how come they’re not taking the opportunity to truly maximise the hundreds of millions engaged users out there?
Perhaps one of the most common arguments to not using Instagram as a marketing tool is it’s unreliability for referral web traffic. For many social media experts out there (us included), not being able to include a link to your site within individual posts is a downright pain. As marketers, we’re hung up on the stats that show the effectiveness of our efforts and so not being able to directly send traffic to a website or landing page is frustrating. But this shouldn’t be a reason to put off using Instagram altogether. Here’s a few reasons why we should all be paying more attention to Instagram and using it to our advantage:
There are around 400m monthly users on Instagram. That’s a huge number. What’s even bigger is the fact that, on average, 70 million photos are uploaded to the platform every single day with 2.5 billion likes in tow; a hugely saturated market for sure but one that’s clearly busy, thriving and one you need to be involved with. If you’re late to the party with Instagram, you’re missing out on a huge opportunity to reach a huge audience that’s constantly on the hunt for something new and exciting. To not make the most of this huge growth and massive audience pool is an opportunity wasted. Instagram isn’t just for the creatives, the foodies and the photographers; with that amount of content and that many users, there’s an audience out there for everyone.
Instagram ads have only been available to all brand accounts for a short while but in that time, the number of advertising opportunities and ways to target those adverts has grown significantly. Like the much-loved Facebook page-like ad, Instagram has a range of adverts that you can make the most of and they include a fab call-to-action button that links directly to whatever website or landing page you want it to. That earlier problem of no linking in posts = solved. So if you’re worried about how to grow your reach and audience organically, why not throw a bit of budget behind an advert and see the results for yourself?
Build your brand
Predominantly, Instagram is a fantastic chance to build your brand in a creative and visual way and is your opportunity to stand out from the crowd. Think your industry is too boring for Instagram? Think again – many “boring” brands have built an awesome Insta-presence. Take Maerskline for example: they’re the world’s largest shipping company but you wouldn’t associate them with fun, creative and stunning photography right? Wrong. Their Instagram account is full of quite simply beautiful shots of their ships at sea or in port that subtly sells their ‘product’ whilst giving their followers something awesome to look at. It’s about thinking outside of the box, creating engaging content and unleashing your creative and fun side.
It’s overtaking Facebook
Did you know that Instagram has 50 times higher engagement per follower than Facebook? We bet you’ve done it: scrolled down your Facebook Newsfeed, seen a brand post and thought ‘these Facebook brand ads are sooo annoying!’ You might even unlike a page because of it. Instagram, on the other hand, is made for brands to be creative and push content out to followers at rapid speed. Fancy posting a few times a day? We’d say no on Facebook as a general rule but Instagram is a different beast. And it’s starting to take over Facebook and become the most popular platform for consumers. So perhaps it’s time to step out of the cosy, comfy world of Facebook and venture into Instaland.
Struggling with Instagram yourself? Why not let our social media team help? Call us now on 01403 261491 or email firstname.lastname@example.org to see what we can do.