Unleash the power of Instagram marketing and improve results from data
Instagram is a social media platform that has existed for 12 years. In the past articles, we have always emphasized the importance of Instagram marketing. For many brands, Instagram has also become an indispensable platform for overseas social media marketing.
But after more than a decade of development, what do current Instagram users love? How can brands connect more closely with users and even achieve their marketing goals on Instagram?
A recent survey of more than 1,000 Instagram users in the United States conducted by online photo editing platform Passport Photo Online drew relevant data and conclusions from the perspective of "how the Instagram content experience affects their shopping decisions."
In today’s article, we will combine this data to dig out more advanced and effective Instagram marketing methods and techniques.
01
Key survey data: 92% of Americans follow business accounts
After years of development, users on Instagram have become very adaptable to their brand accounts and brand marketing content on the platform, so they will also actively follow brand accounts that are interesting to them.
The survey shows that 92% of Americans who use Instagram follow business accounts, with the majority of those surveyed following 6-10 business accounts.
At the same time, branded content on Instagram can also strengthen the connection with users.
71% of Instagram users feel they are more connected to the brands they follow on Instagram.
93% of consumers are very likely or very likely to buy products from brands they think are related to them, and the subjective feeling of this "relevance" mainly comes from Instagram.
In addition, from the perspective of new product promotion, 85% of Americans use Instagram to discover new products or services.
And Instagram has a guiding role in consumers' shopping decisions - when asked "Has Instagram ever inspired you to buy something you didn't think you would buy?" 79% answered in the affirmative.
At the same time, the comprehensive shopping function on Instagram has also become the basis for people to use it as an important social e-commerce shopping platform - 71% of users choose Instagram when shopping, and 82% of Gen Z people shop on Instagram .
02
What does the data tell you, what users are willing to watch on Instagram?
In this survey, in addition to clarifying whether Instagram triggers consumers' shopping intentions, it also investigates the content users love.
The survey results show that people prefer content that is creative, informative and fun. In addition, branded content is more popular when it is personally relevant to the user and provides an inspiring experience. Well-produced branded content and educational features are less important.
And what about the form of Instagram content that users love? According to the survey, Instagram Stories is still the most popular among users (due to the browsing habits of users on the platform). It is worth noting that although Instagram is a visual platform, text-based posts are also very popular, and surveys show that paragraph content with text content of less than 1000 words is more acceptable.
Combining the above survey data, we can summarize Instagram content strategies that are more likely to lead users to conversions:
- Connect with users
Approach: publish content, manage content, increase interaction
- Adopt the content direction and format that users like
Approach: Improve content creativity, increase video content
If your brand wants to optimize Instagram marketing from the above two directions, then the "Post" function, "Material" function and "Interaction" function of Marketing Cloud can be realized one by one. If you want to know more about how the marketing cloud platform can help you improve your Instagram marketing effect, please leave your contact information and we will arrange someone to contact you.