by Emily Peters, Assistant Editor
If you’d asked me this time last year whether I thought Instagram would continue to be a key social player in 12 months’ time, I would have struggled to give you an answer. That’s not because I wasn’t familiar with the platform - like 53% of 18-29-year-olds, I use it every single day - but because social trends are developing at a remarkable rate.
Today, however, it’s clear that Instagram is a trend that’s here to stay. The platform currently has around 300 million active daily users, and by 2020 this figure is expected to grow by 26.9 million (to put this into context, that’s double the prediction for Twitter).
These might seem like extraordinary statistics for a platform that only came into existence six years ago, but not when you consider the vast array of tools the app now offers. Phrases like ‘boomerang’ and ‘zoom’ now have completely new connotations, and with the advent of Instagram Stories, which launched just last month, Instagrammers can now share targeted visuals as often as they wish, without damaging the carefully curated look of their profile.
As a result, for businesses, Instagram is now another key part of the digital communications package. In the past six months, the number of advertisers growing their business on Instagram has doubled; at the time of writing, this figure stands at 500,000. But it’s not just the growing number of businesses using the channel that demonstrates its significance. In January, an Instagram user survey found that 50% of Instagrammers now follow at least one business, while 60% have learned about a product or service using the platform. And these figures are set to grow.
At Wardour, social has become an increasingly important part of our offering, and it’s something we’re looking to build into more and more of our clients’ campaigns. But with the average Instagram user sailing past about 70% of the posts in their feed, creating clever, eye-catching, on-brand messages that cut through the noise is no simple task.
The best way to get around this, according to Camilla White, who hosted BIMA’s recent Evening Masterclass, is to opt for quality over quantity. It’s an unusual piece of advice to give in a world that encourages us to generate X number of tweets and Facebook posts each day, but it’s a message that resonates with us.
The work that we produce for our clients, whether communicated via print magazines, social channels or websites, is about building trust and generating loyalty. It’s about stopping audiences in their tracks and inspiring them to take action. It’s about communicating a message that resonates long after they’ve put down the magazine, tapped on another app, or minimised their browser.
And it’s quality content that gets us there.
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Published Sep 27, 2016