Brand engagement on Instagram continues to grow
[ 09.08.2015 ]
Instagram will soon carry a lot more advertising. Direct-response buttons, an API for ad buying and Facebook-style targeting capabilities will give advertisers new ways to buy and will lead to rapid increases in ad spending on the photo-focused social network. eMarketer forecasts Instagram will have nearly $600 million in ad revenues this year, rising to $2.81 billion in 2017, according to a new eMarketer report, “Instagram Advertising: What Marketers Need to Know.”
Marketers’ interest in Instagram has been fueled by studies showing high engagement with both organic marketing and paid ads. But it is not certain that that will continue when more marketers and their ads enter the system.
On the organic side, one factor that has led to high brand engagement is that Instagram users have the potential to see every post from accounts they follow (provided they log in regularly). This automatically leads to higher engagement. In contrast, Facebook’s algorithm reduces the likelihood of people seeing brands’ organic posts.
For example, home furnishings retailer Dot & Bo sees similar numbers of “likes” on its organic posts on Instagram and Facebook, even though it has only 8,800 followers on Instagram vs. 620,000 on Facebook, said Allyson Campa, the company’s vice president of marketing. Similarly, a Mini USA spokesperson told eMarketer in June 2015 that more than 20% of the automaker’s followers on Instagram typically see posts from the brand—far better performance than it sees on Facebook.
See more at: http://www.emarketer.com/Article/Brand-Engagement-on-Instagram-Highfor-Now/1012789?ecid=NL1002#sthash.Vl1tvf8s.dpuf
www.emarketer.com
Marketers’ interest in Instagram has been fueled by studies showing high engagement with both organic marketing and paid ads. But it is not certain that that will continue when more marketers and their ads enter the system.
On the organic side, one factor that has led to high brand engagement is that Instagram users have the potential to see every post from accounts they follow (provided they log in regularly). This automatically leads to higher engagement. In contrast, Facebook’s algorithm reduces the likelihood of people seeing brands’ organic posts.
For example, home furnishings retailer Dot & Bo sees similar numbers of “likes” on its organic posts on Instagram and Facebook, even though it has only 8,800 followers on Instagram vs. 620,000 on Facebook, said Allyson Campa, the company’s vice president of marketing. Similarly, a Mini USA spokesperson told eMarketer in June 2015 that more than 20% of the automaker’s followers on Instagram typically see posts from the brand—far better performance than it sees on Facebook.
See more at: http://www.emarketer.com/Article/Brand-Engagement-on-Instagram-Highfor-Now/1012789?ecid=NL1002#sthash.Vl1tvf8s.dpuf
www.emarketer.com