A picture is worth a thousand words, and 300 million Instagram users check out the photo-sharing platform every day. It’s been a busy year for the Facebook-owned social network, taking a page out of Snapchat’s playbook to introduce Instagram Stories. While these disappearing posts are still finding their groove, the platform has become a new home for many Snapchat and Vine stars who value the ability to be more easily discovered.
Business profiles are another big addition to the mix, along with tags, Boomerang video mode and “see more” calls to action on certain verified accounts. Instagram is even experimenting with in-app purchases, which will make those tags even more valuable in the long run.
While Instagram is one of the fastest-growing social networks around, this also makes it challenging to be seen at times. Once you are seen, however, engagement on the platform is amazing—averaging 15,000 per post from brands on Instagram compared to 2,000 on Facebook, according to eMarketer.
Influencer marketing ensures that messages are heard loud and clear by an already loyal fanbase that is ready to engage. Bejeweled recently created a hashtag called #shinyplace and enlisted the help of Instagram stars like David Lopez and Koya Webb to promote the game. According to AppAnnie, Bejeweled’s ranking rose 520 places after the app’s Instagram campaign.
It’s not just brands who benefit from an influencer campaign. According to July 2016 research by SheSpeaks, 24 percent of US influencers who currently work with brands cite Instagram as being the best platform for influencer marketing, second only to Facebook at 32 percent.
Ayzenberg has released its Q4 update to its Earned Media Value Index, where the potential of Instagram’s new features are explored. While directly promoting sales has its place, for example, Instagram users respond better to lifestyle celebrations and light-hearted posts they can relate to.
“Instagram content should be encouraging and aspirational,” notes Caroline Collins, director of social media for Ayzenberg. “By resisting sales offers and focusing instead on content that serves as a visual celebration of our brands, the platform can be used to strenghthen brand love amongst advocates.”