Instagram has announced it has reached two million monthly active advertisers globally – up from one million since March 2017.
The Facebook-owned social media platform has doubled its advertiser base in the last six months, and prior to that, it clocked 500,000 in September 2016.
The top verticals using Instagram as an advertising platform are e-commerce, consumer packaged goods, retail, entertainment and media, and gaming.
Instagram also provided some key figures around its engagement, Instagram Stories and video content, and Instagram for Business:
- Users under the age of 25 now spend more than 32 minutes a day on Instagram, on average.
- Last month, 180 million Instagrammers visited a website, got directions, called, emailed or direct messaged to learn about a business.
- The time people spent watching video on Instagram is up more than 80 per cent year on year.
- 50 per cent of businesses have produced an Instagram Story in the past month.
- Time people spent watching video on Instagram is up more than 80 per cent year on year (June 2017).
- The number of videos produced per day on Instagram is up more than four times year on year (June 2017).
- 15 million businesses (up from 8 million in March) are using the platform, and 80 per cent of those on Instagram are choosing to follow a business.
- In the last month alone, businesses that have gone live have more than 1.5 times the likes on average than those who haven’t.
- One-third of the most viewed stories are from businesses (a year ago the product didn’t exist).
- In July 2017, over 50 per cent of businesses on Instagram produced an Instagram Story.
- One in five organic Stories from businesses gets a direct message.
Will Easton, managing director of Facebook for Australia and New Zealand, said that with 80 per cent of Instagram users choosing to follow a business they care about, it’s evident the platform’s community members are looking to actively engage with brands in a meaningful way.
“Some of the earliest adopters of advertising on the platform include e-commerce, retail, entertainment and gaming businesses, and we’ve seen impressive results from local partners successfully connecting with target audiences including Qantas, Coca-Cola and HiSmile,” he said.
“We’re excited to see how advertisers continue to use Instagram in creative ways to reach their community both locally and globally.”
