For our second installment of “Picking the Best Social Media Platforms for Your Brand,” we’ll dive into the most-popular social network among young Millennials, Instagram (Click here to check out the first installment on YouTube).
Producing an average of 70 million shared photos a day, Instagram remains the top destination for aspiration-focused social content. The mobile-driven photo-sharing service is hailed as the most significant platform among American teens (32 percent), according to Mary Meeker’s annual Internet Trends Report in 2015. For businesses looking to target this younger demographic, Instagram should be an integral part of any social activation.
Most-popular network among U.S. teens, Mobile market, Easy to post across several platforms
iGeneration ages 13-19
Many users visit Instagram to find inspiration, and highly polished content has a knack for driving conversion rates. Case in point, after Coach’s #CoachFromAbove campaign in which users were encouraged to take pictures of their shoes and tag the retailer, its conversion rates jumped 5 to 7 percent, and the average order value rose 2 percent.
And that’s not a rarity. A study conducted by Forrester showed the top brands on Instagram have a per-follower engagement rate of 4.21 percent. While this may not seem like a towering figure, it’s 58 times greater than Facebook’s per-follower engagement rate and 120 times higher than Twitter’s.
Fashion bloggers big and small have flocked to this social media gold mine. The hashtag #ootd, or “outfit of the day,” has amassed more than 80 million posts. So it was only a matter of time before clothing companies hopped on board. Did you know 96 percent of U.S. fashion brands use Instagram? From Gap to Michael Kors to Louis Vuitton, apparel brands are cashing in on virtual window shopping.
Video < Photos
Video is also part of Instagram’s capabilities. Clips can be three seconds to one minute long, and you can record several clips in one video, similar to Vine. However, a quick tip: Brands on Instagram should stick to still frames, since photos generate 36 percent more likes than videos.
In total, a whopping 85 percent of all brands and more than 91 percent of retail brands have adopted the photo-centric app. With a straightforward interface and an expansive palette of filters, Instagram is poised to generate a solid return for influencer-brand partnerships.
If you’re interested in launching an influencer campaign on Instagram, click here to contact Trending Family.