This post was originally written before Instagram stories, algorithm changes that took the "insta" out of Instagram, and introduction of sponsored post. All of which were inevitable once Facebook acquired the platform. I figured it was time to update this article and address whether or not Instagram still deserves a spot in your social media strategy. Just like with the new updates I started to wonder if it was the end of marketing on Instagram.
I'm not going to drag this out. I'm going to get straight to the point and give you three reasons and stats that prove Instagram still deserves a place in your social media strategy.
- More Engagement Per User Than Twitter and Facebook. Top brands have observed 58% higher more engagement per user on Instagram than on Facebook and 120% higher than on Twitter. (Hootsuite)
- 90% of Mobile Users internet time is spent in apps. Internet trends suggest that mobile internet usage is starting to overtake desktop usage. (Yahoo Small Business)
- Over 300 Million Monthly Active Users according to Instagram For Business. (Update- 2017 it's 600 million monthly active users.)
No convinced? Click here to read some more stats from Social Media Today.
It's safe to say that Instagram isn't going away and it's far from dead. In fact it's growing 5 times fast than any other social network. But it still begs the question, how do we (as a marketers, entrepreneurs, freelancers) make the most of this popular platform. What does those numbers mean if tricky algorithms and shadow banning ( it's a thing and you can read about it here) limit organic reach. After all what’s the point of having access to over 600 million monthly active users if you can't reach them.
I think that the stats prove there's still something to gain from Instagram and it's worth the effort to learn and adapt to the new law of the land that is Instagram. Whether or not you ever run a sponsored post I think there's more benefit from being on the platform than ignoring it completely.
Don't worry, Sue B Zimmerman has a few ways to work with the Instagram to gain more followers and increase your reach. I haven't used these strategies yet but when I do I'll be sure to share my results in the business notes ( make sure you're signed up to get them right in your inbox).
Lastly, I'd like to point out that Instagram has some new features in the works that I think will be worth checking out if you're looking to leverage their large audience. I'm particularly interested in the Shoppable instagram post, both as a entrepreneur and a shopper.