Three Data-Driven Reasons Why Instagram Marketing Works
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.
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:
- 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.
- 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.
- 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
International Olympic Committee Launches Winter Olympics Film In Support Of Beijing Games
Had enough of pretending to like tennis? Get set to pretend to like winter sports with the Games a mere nine days away.
TV Weatherman Delivers His Own “Warm Front” After Farting Live To Air
If farts aren't funny, why is there a massive factory in China turning out whoopee cushions by the truckload?
“They Can Have Rogan Or Young. Not both!” Neil Young Takes On Spotify & Attempts To Silence Joe Rogan
Don't know who Neil Young even is? Go through your parents' record collection and look for the one called "Harvest".
Ogilvy Promotes Devika Bulchandani To Global President
Devika Bulchandani named Ogilvy's new global president. Better still, she knows her Austrians from her Australians.
R/GA Launches Indigenous Social Good Platform With Hip Hop Artist Nooky On Australia Day
We may not all agree on the merits of Australia Day, but at least we can all agree on this top initiative.
Lisa Wilkinson Gets Roasted Online Over COVID-19 Comments
Lisa Wilkinson roasted over recent COVID comments. Husband set to make a dick of himself anytime soon.
Fabulate Hires Marie Galinsky To Head Up Melbourne Sales
Fabulate may sound like a washing aid for stubborn stains, however, it is in fact a content marketing platform.
The Privacy Sandbox: A Gamechanger For Publishers
Yes, this article is a little on the techy side which can mean two things - slight boredom, guaranteed confusion.
Infosys And Tennis Australia Go Beyond The Court With Inclusion Initiative
If there's one thing for sure, this year's Australian Tennis Open probably won't be remembered for the actual tennis.
Mila Kunis & Demi Moore Star In Hilarious Super Bowl Work For Home Internet Provider
Nothing screams Australia Day like two Hollywood stars starring in a Super Bowl ad, does it? Well, at least it's funny.
Consumer Connection Is The Missing Link To Brand Survival
Got a barbie planned for today? Why not liven up the conversation by dropping tips from this consumer connection piece?
User Privacy Heats Up As Google Analytics Declared Illegal In The EU
Being the cool cats we are, B&T doesn't want to look like a tech blog, despite this having a real tech bloggish feel.
Media.Monks And Gorillas Unveil Strange Film About A Forgotten Cabbage
Counting the hours to the long weekend (if you do even celebrate it)? This seven-minute nonsense is a top time killer.
“Defending Truth Is Biblical”: Hillsong Pastor Slams Media’s Reporting Of Church Festival
God reportedly listening to Black Sabbath & Iron Maiden as Christian rock proving an earache for the Earth's creator.
People Aren’t McHappy With McDonald’s After It Painted Over A Much Loved Mural With A Burger Ad
Macca's in the UK panned for its latest campaign. Which, if anything, means one less Cannes entry form to fill out.
Viewers Spot An Awkward Detail In Tom Brady Crypto Commercial
Crypto joins COVID, housing prices and the new Adele album as the most boring topics to be discussed around barbecues.
Sydney FC Launches AR Stadium Reveal Experience Via 7DX
Sydney, 25th January 2022. Sydney FC has turned to Augmented Reality to give fans an early glimpse into their new home ground and let people find their favourite view of the action.
“Filthy Aussie Covid Carriers” The Project’s Steve Price Kicks Off Over Potential Travel Restrictions
Miss The Project last night because you were too busy watching the tennis? Relive the best bits here.
Liquor Barons Launches Digital Engagement Campaign With Komo
Western Australian retailer Liquor Barons has partnered with audience engagement platform Komo to make weekly bottle shop runs more special. To launch its new engagement hub, the team at Liquor Barons are giving away a $5000 audio package through an Aussie Slang trivia challenge for users. Hub visitors can also engage in a Gage Roads […]
Pet Circle Announces New Brand Platform & Campaign Push ‘Pet Better’
Everyone loves the office dog until it's time to clean up the faeces, don't they?
World Leaders Sent Urgent Messages By Australian Lamb
Xi Jinping misses out on a lamb ad that could've read: "Hey Xi, our nuclear submarines know if you've been eating lamb."
Reports: Aussie Matt Eastwood To Depart Global CCO Role At McCann Health
Is expat Matt Eastwood set to return home? And, how shocked will he be at the price of truss tomatoes & lamb chops?
IPG Announces Its Team Dynamic Will Handle Production & Operations For BMW Group In Australia
Interpublic Group has announced that Team Dynamic has been appointed the regional production and operations partner for the BMW Group in nine markets following a competitive multi-agency pitch. The win consolidates remit across eleven markets with IPG, following Team Dynamic’s appointment as production partner in Japan and India in early 2021. New markets include Australia, […]
Matt Papasavva Promoted To MD Of This Is Flow
Matt Papasavva named MD Of This Is Flow in the exact same week the men's toilet has decided not to flow.
“Get Your Wallets Ready!” Nike’s Limited Edition Louis Vuitton Collab Is About To Go To Auction
Take being the office wanker that everyone secretly hates to new heights in these limited edition Louis Vuitton Nikes.
Drumstick Release New Plant-Based Ice Cream For Summer
Do Drumsticks leave you bloated, gaseous & farty? Good news for you & those around you with a new plant-based version.
How To Navigate A Post-Cookie World
A cookiless future was the buzzword of 2021. And it appears we've still not managed to kill it into 2022.
Even On A Shoestring, Ryan Reynolds Again Delivers An Advertising Masterclass
Who doesn't love Ryan Reynolds? Well, apart from his competitors and rival agencies who probably detest him.
Food Tech Company All G Foods Appoints The One Centre As Brand Agency
Aussie food tech company and meat-free specialists, All G Foods, has commissioned Sydney-based agency, The One Centre to lead the positioning and branding for its stable of brands. The One Centre will now be responsible for all of All G Food’s positioning and branding, as well as that of plant-based ‘meat’ brand Buds, creating the […]
M&C Saatchi Sydney Ramps Up Creative Offering With Five Recruits
M&C Saatchi announces five new recruits and not a moustache, ironic T-shirt or a pair of Birkenstocks between them.
