How important is Instagram, how does it relate to my business, and do I really need to be active on Instagram?
This question has many different variations, but the answer remains the same: YES! Absolutely.
There is a wide variety of reasons one could come up with to put your business on Instagram (and in front of it’s 800 million users), but let’s have a look at some research data first.
Pew Research Center, one of the leading entities when it comes to research done on, and around social media, states that 35% of U.S. Adults are active on Instagram (officially dubbing it as the third largest social media platform, only to be preceded by Youtube and Facebook). To give a little perspective to this number: in the U.S. alone, more than 114 million people are active on Instagram.
In the same research, Pew indicates that Instagram is one of the most active and engaged social media platforms in existence with over 60% of its current users using the app daily! Another 21% are active on the application weekly.
Instagram has also performed research of their own and found that, on average, their users spend about 25 minutes each day scrolling through their feed and engaging with (your?) content.
This means that businesses that can successfully leverage Instagram, are able to reach a significant number of people for an extended period of time EACH DAY! And most of the time, it won’t cost you a single penny.
If you find yourself unconvinced still, here are 4 more reasons why you and your brand should be active on Instagram.
1. You are selling products or services
Instagram reported that 80% of its users follow at least one brand. The number one reason is that a person is informing himself, checking out the possibilities or even considering a purchase. Being available on Instagram when your competitor is not, will always be in your favor.
As reported in Smart Insights conversion rate report, Instagram offers the highest conversion rate out of all Social Media Platforms, with 1.08% (they combined Instagram and Facebook in their charts). Pinterest is the second social media platform with 0.36%.
Not only is the conversion rate higher than any other social platform, Instagram is also hard at work to increase this conversion rate even more. That’s why Shoppable feeds (In development since 2016) are now available in 9 countries across the globe. Being able to directly offer your products for sale through Instagram will be a gamechanger for your business.
2. Turn your followers into brand ambassadors
Instagram breeds influencers, turning ‘regular’ people into ambassadors for companies. If you are able to find the right set of passionate, like-minded people, this can really be a huge benefit for your brand.
People who are loyal to your brand (who become real ambassadors) are happy to share your content or product on Instagram, and they won’t fail to mention your name in the process. Research shows that 25% of online shoppers are influenced by recommendations or reviews found on social media, so having a strong presence on Instagram will bring in more leads and sales.
3. Create a movement around your brand
It is important that you listen to what your audience is talking about, regardless of the platform. Not only will this help you find out which type of content you need to create, but it’ll also help you identify issues (and give customer service) or find business opportunities before anyone else.
Applications like Buffer and Hootsuite, enable you to monitor and engage with your audience. Responding timely and with authenticity will create a vibrant community around your brand, helping you to differentiate you from your competitors.
4. Connecting with the customers of the future
Millenials are now considered to be the largest generation in U.S. history, with roughly 92 million people between the age of 15 and 35, they are also the biggest group of users on Instagram (60% is between 18 and 29).
Trend studies from Bigcommerce suggest that Millenials spend six hours shopping online each week. And that makes them by far the biggest group of online shoppers! Even if millennials might not be amongst your target demographic today, getting on Instagram now and establishing a presence means that they’ll become aware of your brand, product or services, and can become your customers at a later stage in their life.