Why Instagram Is Right for All Brands
Feb 23, 2016
Are you a brand? Do you find Instagram a valuable investment? No? Well, you should.
For starters, Instagram last reported that it has more than 400 million active users worldwide. And every day, an average of 80 million photos are uploaded to Instagram, according to CIO. Yup, you read that right. Every. Day. Eighty million photos are being snapped, filtered and Instagrammed. And if that’s not impressive, more than a third of mobile phone users will be on Instagram in 2016, according to eMarketer.
But big, flashy numbers should never be the deciding factor for joining a social platform. So we sat down and identified three problem areas a brand potentially has with jumping on the Instagram bandwagon and debunked them for you.
Brand Issue: Instagram is Full of Millennials We’re Not Trying To Reach
Whether or not your brand is trying to reach millennials now, within the next 10 years those millennials will become the audience brands are trying to reach. By then, these matured millennials will be trained, skilled and graduated experts on how to navigate the digital data they want to consume.
Right now, users are consuming data via mobile. We know this because the Motorola flip phone is in a museum and Apple comes out with a new, shiny iPhone every year. And because according to Facebook, digital media consumption in mobile web browsers grew 53% from 2013 to 2015.
Natively, Instagram is known as a mobile-based forum for pictures and video. And just recently, Instagram expanded its fairly new advertising options, allowing advertisers to have up to one minute of video time on a users’ feed. Combine that with tapping into Facebook’s data-rich targeting and Instagram is well on its way to mastering mobile advertising. This year, Instagram ads expect to make up 20% of Facebook U.S. mobile ad revenue, according to eMarketer. These are just a few steps Instagram is taking to become the go-to second-screen platform.
Brand Issue: Instagram is a Siloed Platform
Unlike Facebook shares and Twitter RTs, Instagram doesn’t have an easy, built-in solution for sharing content, which is a valuable metric for brands to measure how content resonates. The company must have realized brands were having trouble measuring the success of unclickable URLs and engagement hearts because it responded with some semi-new, yet very important updates that no longer lead brands to a dead end on their content road map.
Back in 2015, Instagram opened advertising to businesses of all types and sizes and since has continuously developed action-oriented advertising formats, including carousal ads and clickable ads.
:: Insert praise hands emoji ::
A revelation for brands, these direct-response formats allows brands to send users directly from Instagram to product pages and app downloads, drawing a much-needed straight line from social to purchase.
Brand Issue: Instagram is a Low Priority Platform to Invest In
Social times have changed. Brands should no longer depend on Facebook and Twitter as safe-haven platforms. And we should be way past using Instagram as an experimental platform because brands have proved to be successful there time and time again. And in not-so-new news, Instagram is leading the charge on how users consume content, just as Twitter once did. But unlike Twitter, who is now desperately changing its out-dated channel after its declining growth was released, Instagram is constantly making updates consumers didn’t know they wanted.
Updates like making Instagram easier for brands to use with their most recent user-experience addition: the ability to switch amongst multiple accounts seamlessly (praise from community managers everywhere). The company also knows we constantly need new filters and creative updates to keep us satisfied, so they’ve added integrated video apps Hyperlapse and Boomerang. And even more recently, Instagram announced that it will start counting views on videos to help brands better understand how people are engaging with video content.
It’s too late to be an early Instagram adopter, but not too late to join.
So, whether it’s integrating Instagram within the brand’s overall content strategy, or identifying and experimenting with Instagram’s Advertising capabilities, it’s time to shift social media platform priorities and join the 400 million monthly active users on Instagram.
About Meghan: I’ve had ACL surgery…twice. I learned I can’t live without my legs because they get me places I need to go. It’s impossible for me to look at an ad, social media post or product campaign without wondering about the brainstorm sessions, strategies and pitches that sold in those winning concepts. I not-so-secretly love puppies, running and Netflix because they all exude joy. You can find me on Twitter or LinkedIn.