There are many social media platforms around, some of which might not immediately spring to mind as a good advertising opportunity for content marketers. For example, strategists might readily dive into Facebook and Twitter but leave other platforms on the sidelines. However, with many Fortune 500 brands turning to Instagram as a way to spread their message and interact with fans, this image-based application should not be overlooked.
Instagram made its debut in 2010 and has proven extremely popular with users since then. As the platform gained attention, it began to provide tools for content strategists and marketers. Now, more than half of Fortune 500 brands are using the application, showing just how important Instagram can be for any digital campaign.
A report from TrackMaven that analysed more than 41,000 Instagram posts between May 2015 and May 2016 discovered that the vast majority of interactions were click-based. In fact, 98.9 per cent of all engagement noted was made up of “double taps”, the system Instagram uses for people to “like” an image or video. This clearly shows the platform is not geared towards personal conversations or feedback. Instead, it is about brands and content creators engaging with their fans and followers through “like” and “comment” features.
One interesting point for all content strategists to note is the lack of filter use by global firms. One of the core appeals for users is that Instagram offers a various filters and tools to manipulate uploaded images. However, these are largely ignored by big brands.
TrackMaven Content Director Kara Burney explains that this is because most Fortune 500 brands upload pre-made content, although this method of content dispersal could be negatively affecting engagement because 12 of the filters are well-documented to actually boost interaction. Ultimately, brands should use filters if they want to ensure a smooth and immersive experience within the social platform.
Talking about the fact that many brands do not use filters, Burney said: “This finding indicates that there is an appetitive for authenticity on Instagram. Brands need to remember and respect that their content is appearing not amongst a feed of other brand-generated content, but among content from users’ friends and families as well. Remaining true to the aesthetics of each social network, like taking and editing photos natively in each platform, could prevent the jarring ‘this is obviously an ad, let me ignore it’ effect on social media.”
One of the first Fortune 500 firms to use Instagram was Starbucks, and the brand’s strategy is working. Engagement on the platform has reached a record high for the coffeehouse brand, with a ratio of 24.64, which is calculated on the number of interactions each post gets per 1,000 fans.
For strategists that want to extend their digital approach, utilising Instagram is a wise move that can be used in combination with other social platforms to boost audience reach and interaction. Data shows that some of the highest engagement levels are experienced on weekends and late at night as users sit down to surf the application during their leisure time.
