Three Data-Driven Reasons Why Instagram Marketing Works

Three Data-Driven Reasons Why Instagram Marketing Works
SHARE
THIS



In this opinion piece, Charles Tidswell (pictured below), vice president of the JAPAC region at Socialbakers, provides three data-fuelled reasons why brands shouldn’t ignore Instagram in their marketing strategy.

Charles Tidswell

Instagram is a highly popular online advertising channel that’s bringing value to two million marketers across the world.

Recently, Instagram has been rapidly expanding its user base. In September 2017, the network’s audience size reached a whopping 800 million monthly active users – a 100 million increase from just April 2017. This poses an undeniable opportunity for brands who can leverage Instagram’s community as a source of potential customers.

Socialbakers data shows that brands can reach and engage the Instagram audiences quite easily, which makes their marketing efforts that much more effective.

However, if you’re still not tapping into Instagram’s marketing potential, here are three data-based reasons why it’s time to do it:

  1. You can reach nearly a quarter of your target audience with each organic Instagram post 

Marketers can achieve really high organic reach on Instagram. Socialbakers’ analysis of nearly 214,000 Facebook and Instagram posts found that the median Instagram reach is as much as 24 per cent – over three times more compared to Facebook. This means that each Instagram post you publish is seen by roughly a quarter of your audience, which can help you effectively raise brand awareness and create more business opportunities.

  1. Instagram posts gain six times more interactions compared to Facebook posts

Socialbakers looked into the number of interactions received by content on Instagram and Facebook and discovered that Instagram posts are over six time more engaging per reach compared to Facebook posts.

Our data has also shown that the biggest difference between Instagram and Facebook engagement lies in the video content. While almost 5 per cent of companies’ Instagram audience interact with video content when they see it, this number is closer to one percent in the case of Facebook.

Instagram’s high engagement is one of the platform’s biggest assets that can be leveraged by companies in many creative ways, from enhancing customer relationships and brand image to driving website traffic and boosting conversion rates.

  1. 99 per cent of Instagram profiles outperform Facebook profiles in terms of interactions per reach

Socialbakers’ comparison of the same brands’ profiles on Instagram and Facebook proved that Instagram profiles achieve much better results overall than the Facebook ones. As much as 99 per cent of Instagram profiles outperform Facebook profiles in terms of interactions per reach and interactions per impressions.

Additionally, around 80 per cent of Instagram profiles achieve a higher number of organic impressions and reach per audience when compared to Facebook profiles.

What does it mean for marketers? Their content will most likely perform better organically on Instagram than on Facebook, which is a natural thing, stemming from the platforms’ differing characteristics.

The takeaway

While Instagram can surely help companies achieve great results, the platform should complement, rather than lead, a brand’s social media marketing strategy. Instagram is the choice for brand awareness campaigning due to its high reach and engagement, but if brands are set to make the most of what the growing platform offers, now is the time to optimise how they approach Instagram marketing.

It will be interesting to see how this changes following Facebook’s latest changes to its News Feed algorithms.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine