By now, most marketers know the significance of social presence and even more importantly, the value of building a loyal social community. Instagram is a great place for brands to increase awareness and build a loyal and engaged fan base. Recently, Iconosquare, an Instagram analytics & management platform, released a comprehensive study collected from the data on their platform. You can download a sample here or purchase the full report for $399. For those of us without the time or money, I’ll share a few interesting stats that further emphasize why brands need to get on Instagram and use it as a powerful digital marketing tool .
Incredible growth
- Instagram has more than 300 million monthly active users in its four years of existence and its popularity is due to the perfect marriage of creativity and community
- On average, 70 million pieces of content are posted each and every day
Active and engaged users
- Instagramers attribute 2.5 billion likes every day and 61% of users like at least one piece of content per day
- 30% of users are truly active and like over 10 pieces of content per day
- The average Instagram user spends 21 minutes on the app per day
- Audience breakdown:
- 73% of users are between the ages of 15-35
- 14% of users are between the ages of 35-50
- 7% of users are under the age of 15
- 6% of users are over the age of 50
- 7 million users published 250 million pieces of content and distributed 39 billion interactions.
Presence of brands are appreciated on Instagram
- 70% of Instagramers have already looked for a brand on Instagram
- 37% of users follow between one and five brand accounts
- 32% of users follow more than five accounts
- Only 21% state that they do not follow any accounts
- 62% of Instagramers state that they follow a brand account because they like it
- 54% subscribe to a brand’s account to discover new things
- 48% subscribe because the content is funny or interesting
- 41% of users follow or would follow a brand in order to benefit from special offers
Keep in mind
- The more an account publishes, the more engagement tends to decrease
- Daily publication of 0.5-1 post generates the highest levels of engagement by the fan bases
- This level falls to 5% for a frequency of one to two posts per day
- And more than three posts per day is very low with an average engagement rate of 2.4%
- Contests
- 70% of Instagramers have already taken part in a contest or might do so
- 33% think that the easiest way to enter is to post an official hashtag
- Liking content produced by Instagramers during a special campaign or ongoing hashtag encourages further content generation
- 76% of Instagramers declare that receiving likes encourages them to publish more
- In general, 65% would feel flattered or honored if a brand liked one of their posts
- Messaging on Instagram should be consistent with the brand voice across all other social
- Peak interaction on Instagram occurs between 8 p.m.- 9 p.m.
- 30% of publications are done at the weekend
This report contain some seriously useful facts that can be used to inform content strategy. We’re excited to apply some of these findings to our clients!
(Photo: Girl Shooting With Her iPhone 6 In Winter by Viktor Hanacek via picjumbo.com)
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Plus Points, Social Media