The last few days have seen a massive explosion of Facebook stats and data showing how Facebook and its subsidiaries – mainly Instagram, have matured and are now an integral part of the marketing mix for many online advertisers.
Looking at some of the impressive growth rates there are some fairly compelling stats behind the numbers that show that Facebook, like its fierce rival Google, is winning advertisers from TV. Unlike Google’s search and display networks, Instagram’s more engaging feeds and platform driven by peer-based segmentation are beginning to pay dividends. This, augmented to the growth of the brand overall, makes Instagram a major force to be reckoned with as the continually shifting landscape provides complexity and opportunity in equal measure.
Though very US centric, the numbers are a clear indication of what the UK and Europe can expect on a proportionate scale, with the general trend being one of growth. This growth also cites that 75% of Instagram’s users, some 400 million, are outside the US.
With 73% of people saying that their mobile devices are always with them Facebook IQ predicts that the percentage of online purchasers who buy on mobile will grow 30%.
Millennials & Celebrity influencing Commerce
With millennials playing an increasingly important role in both driving commerce as well as influencing sales via social shares and recommendations, one of the more compelling pieces of data from Facebook IQ is that on Instagram, 74% of Millennials take action based on posts.
Celebrities and celebrity engagement was the key driver for the initial growth of Instagram and continues in popularity. Two of the largest accounts on Instagram are @TaylorSwift and @Beyonce with 52.69million and 49.1million followers respectively as of end October 2015. Business and brands in general can learn a lot from some of the high-impact, tailored content being produced by this group and apply accordingly.
Mobile continues to grow with the ever increasing availability of good cameras on smartphones driving a massive increase in the sharing and uploading of photographs. Staggeringly, there are approximately 80million photos uploaded onto Facebook per day, this results in the sharing of 40billion photos.
Instagram remains a powerful platform that sits well with its big brother Facebook. Increasing in popularity and reach as it matures, the platform requires careful planning and measurement. If you would like to learn more about harnessing the power of Instagram, please contact the Social Media team at Digital Clarity.
All copyright and trademarks acknowledged. All images courtesy of Instagram and Statista.