For years, Facebook ads have been best choice for marketing campaigns, but not anymore. After years of mastering the techniques of Facebook audience targeting, most marketers are now turning to Instagram. Statistics show that over 800 million people visit Instagram per month and only Facebook, with 2 billion monthly users and YouTube, 1.5 billion users beat Instagram. The social has trumped Facebook, which grew by 57% and YouTube by 50% to record a considerable growth of 357% from 2014 to 2017.
Instagram Engagement Is Unmatched:
Recent stats prove that Instagram has a tremendous influence of 51% on the buyers’ behavior. Facebook (23%) and Pinterest (22%) rank second and third respectively regarding users’ engagement. It’s evident that if you sell on Instagram, you get to interact with potential customers. Amazingly, a survey shows that a 72% of Instagram users bought something simply because they saw it on the site.
The Tremendous of Influence of Instagram on Marketing:
1. Top Brands Are Crushing it with Instagram Influencer Marketing
When it comes to Instagram advertising, the real opportunity lies in the influencers. As we speak, more than 70% of the top brands have now turned to Instagram influencer marketing. Even before 2017 ends, 1.1B dollars has already been spent on Instagram influencer ads with a projected ad spend of $1.6B & $2.3B in 2018 and 2019 respectively. And the interest in Instagram continues to rise with 71% marketers expressing the desire to learn how it works.
2. Instagram Celebrity Marketing is Senseless
There has been a ridiculous and an unfounded notion that Instagram influencer marketing campaigns convert better when using a celebrity. As surprising as it may appear, advocates have the most influence on the buyer’s behavior with an impressive engagement of 8%. On Instagram, an advocate is an influencer with up to 5K followers. By sponsoring your campaigns with an advocate, there are 26% chances that they’ll convert. Micro influencers takes second position (23%) and small influencers (21%) takes third position regarding their influence on the buyer’s behavior.
3. Cost of Sponsored Posts: Celebrity vs. Advocates
Aside from bringing a higher engagement and better conversion for your campaigns, advocates sponsored posts will cost you way less, usually an average of $130. Given that the average cost of an Instagram sponsored post is 300 dollars, you can build your campaigns for less than half of the average budget with advocates. It would require a budget of not less than 1405 dollars for a single celebrity sponsored post, usually with over a million followers.
Instagram is booming and is a game changer in social media marketing. Excellent buyers’ engagement translates to better conversion and with Instagram, you’re guaranteed of making sales. Contact us and let us know how you’re fairing with Instagram marketing.
Sawaram Suthar is head of marketing at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.