Digital MArketing with Instagram


Many have already asked me: The Instagram? Can you use it as a marketing tool? Yes, and it has been used more and more. In 4 years of existence will be "The Social Network" of 2015 and already has more than 300 million active users per month. Mark Zuckerberg who bought the social network expects to reach 1 billion users within 5 years. Also remembering that it is increasingly difficult for brands to act on Facebook unless they pay very well to appear.

Instagram users use the social network to share emotions and experiences. Its users are not seen as mass, but as a public that has specific interests and share this interest in the network. Although accessible, the network requires good practices. You need to understand your rules and audience to adopt the best strategy.

According to an Instagram blog post, an average of 70 million photos and videos are posted every day. Recently, Iconosquare, a metrics platform for the social network, has released a survey with interesting data that I will share.

Instagram is a social network made by the Millennials, also called Generation Y, that are on average 21 minutes in the app per day. Although all age groups use the platform, according to a study by Iconosquare, 73% of users are between 15 and 35 years old. However, the network has been gaining maturity, since 14% of users are between 35 and 50 years old. Instagrammers either work (48%) or are students (41%). They generally have higher education (46%) including postgraduate level (12%).

There is a data that I found very interesting: the interest of the instagramers by the brands by sector. The data is in the Infographic below:

Some sectors are more popular than others:

Fashion, Beauty and Decoration are very popular among social network users. Fashion-bound brands and clothing clearly have their place on Instagram with 80% interest. Decoration follows with 67% and culture / Audiovisual and cinema with 65%, food and beverages (56%) and technology (53%).

The less popular sectors are Real Estate with 29% interest, pharmacy and medicine (20%) and banks and insurance companies (14%). For these sectors, the content policy should be broader. There is also a lack of interest in the automotive industry with only 42% of favorable opinions.

Relationship between activity and engagement

There is a relationship between total posts per day and the level of engagement. The more content, the more engagement decreases. Thus, 1 publication engenders a high level of engagement. Above 3, it is already very low. A higher publication rate tends to lessen interest, or at least, customer engagement. This can be explained by a reduction in the quality of the content produced, or by a saturation effect of account subscribers. A good distribution of publications throughout the day is one of the elements that helps maintain the level of engagement. Consecutive publication of 3 to 5 posts can have the opposite effect.

User Engagement

Brand performance is studied in terms of engagement rate, that is, the ratio of media interaction to the number of followers. This shows, based on the number of followers, the percentage of engagement.

The brand's performance in terms of engagement varies based on its size. Globally, 73% of brands of all sizes have an engagement rate below 5%, considered good. Engagement above 5% is for established brands. 44% of brands that have an engagement above 5% have more than 10,000 fans. 18% have more than 100 thousand.

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