B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • NRL
  • Anthony Albanese
  • WPP
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • State of Origin
  • Spotlight on Sponsors
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Three Data-Driven Reasons Why Instagram Marketing Works
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Three Data-Driven Reasons Why Instagram Marketing Works
MarketingOpinion

Three Data-Driven Reasons Why Instagram Marketing Works

Staff Writers
Published on: 20th February 2018 at 8:30 AM
Staff Writers
Share
4 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Charles Tidswell, Instagram, SocialBakers
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

AKQA Promotes Eric Orton To Lead The Evolution Of It’s Technology Capabilities Across APAC
13/06/2025
Tourism New Zealand Launches ‘Come & Find Your 100% Pure New Zealand’ Celebrating The Uniqueness Of Aotearoa, Via TBWA\ NZ
13/06/2025
The Thoughtful Agency’s New Tool: Thoughtful Index (TI), Promises To Transforms E-Com Performance Benchmarks
13/06/2025
Pepper Money Unveils Light-Hearted Radio Campaign Voiced By The People Behind ‘Really Helpful Loan Options’
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?