It’s no surprise that brands are replacing traditional marketing techniques with the latest craze: social media marketing. Unlike other crazes, though, it seems that this one is here to stay. Social media marketing is becoming so seamless and integrated into our feeds that most of the time we’re not even aware it’s happening. That black facemask people have been peeling off their faces for the past month on your Instagram feed? I bought one. People removing the mask are visibly in pain and I thought to myself “Yes, I need this”. That’s effective marketing, my friends.
Social media marketing is the use of social media platforms to promote a product or service. Companies are able to track their social media marketing campaigns through already built-in analytics systems. This allows them to gage success, engagement and ROI. The most effective use of social media as a marketing tool is to allow customers and influencers to create user-generated content for a more personal and trustworthy tone. Posts, comments and product reviews are all part of what we call “earned media” which often comes at little to no cost for the brand.
In today’s climate where just about everything is done online, there are several big players when it comes to social media platforms; Tumblr, Pinterest, Snapchat, Youtube, Twitter, Reddit, Facebook and Instagram. While they all have their respective benefits and downfalls, we firmly believe that Instagram is king for brands looking to get into social media marketing. Here’s why:
Instagram has a heck-load of users
As of April 2017, Instagram had over 700 million monthly active users- that’s 1.4 billion possible eyeballs there to see your post. The growth is staggering and isn’t slowing down anytime soon either. It took them just four months to grow from six to seven hundred million monthly users. Four months. It takes me that long just to clean my room.
Instagram displays your content most effectively
While Instagram’s interface is simple and streamlined compared to other platforms, its content possibility is anything but. Instagram allows brands the freedom to display their tone and brand message through their photo and accompanying caption. You’re probably thinking, “Sure, but I can do that on Facebook”. Yes. Yes you can. But what you also get on Facebook is a plethora of other photos, links, sidebars, and tabs to distract you from the content you want to be seen.
Instagram allows you as a brand or as an influencer to create content that reflects your personality and to completely fill users’ screens with it.
Instagram users are active
A study done by Forrester Research found that Instagram users are 58 times more likely to like, comment, or share a post than Facebook users and 120 times more likely than Twitter users. This is important because when sending content out into the big open space that is social media, you want it to be played with. This is the one time you want it to be used and abused. Any publicity is good publicity, right? Except maybe when Kathy Griffin posted that photo of her holding a bloody Trump head. Like, ha, but that was maybe not so good. But I digress.
Users want that gratification that comes with a like, a comment, or a share. Those moments between posting a photo and reaching that 11-like mark feels never ending. If that feeling eludes you, you’re cooler than most of us. We crave to share our experiences, photos, stories, and lives with others. We want to feel liked. Instagram is the absolute best platform to do this as it’s designed to highlight visual content in a way that’s much more simple and shareable than its other social media counterparts.
Users are also spending a lot of time on the platform
On average, smartphone users are spending 3 hours on their phone per day. If we look exclusively at teenagers, they’re spending 9 hours per day. I must be an outlier on that data chart because I spend much more time than that (and I’m regrettably not a teenager).
With new added features such as Instastories (sorry, Snapchat, it’s not you, it’s me?), the time spent on Instagram over other social platforms is growing at an accelerated rate.
[It’s] real, and [it’s] spectacular (TELL ME someone gets that reference)
You know that girl that has 20 bazillion followers but is only getting 9 likes per picture? Ya, Instagram is onto her. Instagram made moves to drain the swamp of fake accounts and bots to ensure their service is as clean and authentic as possible. An individual or brand who’s account is boosted by fake followers creates distrust and skepticism among the entire platform. For this reason, Instagram is dedicated to making sure that people/brands aren’t misrepresenting themselves.
Whether you’re already in the thick of social media marketing or just getting started, consider Instagram as your main squeeze.