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Should I use Instagram for my business?

Whether you’re a small business owner or a large corporation, trying to make headway with social media can be challenging. With any platform, you have to ask yourself is this channel right for my business? What goals will it help me achieve? Can I publish content that will cut through the noise? Am I connecting with my target audience? Do I have the resources to apply to it?

To help you answer those questions about Instagram, let’s walk through some of what may make the platform appealing to your business.

Since its launch in 2010, Instagram has taken the world by storm. Just about everyone – and their pet – is on the social medium. And it’s not just for personal use anymore – the platform continues to roll out new business-specific features that allow brands to share stories, recruit talent, showcase products and inspire their followers.

Who’s using Instagram?

More 500 million Instagram accounts worldwide are active each day, making this platform one of the most used social networks globally. But as a marketer, you need to look at more than just how many people are logging in every day. You need to understand the demographics.

Millennials are the overwhelming majority when it comes to Instagram users. Instagrammers between the age of 18 and 34 make up more than two thirds of the platform’s active accounts. Here’s the full age-demographic breakdown:

-          Ages 13 – 17: 6 percent

-          Ages 18 – 24: 32 percent

-          Ages 25 – 34: 33 percent

-          Ages 35 – 44: 16 percent

-          Ages 45 – 54: 9 percent

-          Ages 55+: 5 percent

And more than half of all users check Instagram daily. Because the millennial generation is so large and will likely account for more and more spending, Instagram is well-situated to become a key platform for reaching this coveted audience.

How are people using Instagram?

According to Instagram, 80 percent of all users follow at least one business account on the app. By setting up an Instagram Business profile, your company can share information that isn’t available for personal profiles, such as a phone number and address. In 2017, the platform announced that in the month prior, more than 120 million Instagrammers had visited a website, got directions and contacted a business either by calling, emailing or direct messaging.

Additionally, a significant number of users (more than 300 million) are interacting with Instagram stories, daily. This platform component allows users to share seconds-long glimpses into the user’s everyday life, which disappear after 24 hours.

Features such as “Polls” and “Ask Me” options promote interactivity, along with a “Swipe Up” function that allows viewers to get additional information through a website redirect.

How can Instagram amplify other marketing channels?

Interestingly, recent research reports that 25 percent of U.S. adults have posted a photo on Instagram after seeing an outdoor advertisement. That means your geo-targeted outdoor media—billboards, posters, murals, banners—are now being amplified organically and often tripling the audience. This unique insight is making media planners reconsider this form of traditional media as a potentially lower cost per contact option. Just know that your creative must be compelling enough to move people to amplify it via social media.

Why use Instagram for business?

Instagram allows businesses to tap into people’s passions to create connections both online and off, tell stories through immersive formats that inspire action and build relationships with new and existing customers.

In addition, Instagram can help you achieve your business objectives, as 60 percent of users say they discover new products through the app, which can lead to increased product awareness and sales.

The social network can also help generate new leads and move prospects through the conversion funnel quicker as a result of Instagram’s high interaction levels. The average Facebook or Twitter user has an engagement of .5 – 1 percent, whereas the average Instagram account has an engagement rate of 3 percent.

With an active and ever-growing user base, the social network presents opportunities for savvy brands to share a bit about what makes them special and valuable to consumers, and that often leads to raising important metrics, such as engagement, awareness, affinity and even sales.

Curious how Instagram might fit into your marketing strategy? Drop us a note or give us a call.

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Alexis Brigeman

Account Executive

Alexis’ attention to detail and ability to learn quickly makes her an asset to her account teams. In the early years of her career at Falls, her client work includes media relations, social media and digital strategy, event coordination, content development and media monitoring.