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Instagram looks to become a marketer’s best friend

Azadeh Williams (CMO) | Sept. 18, 2015
The social media platform’s brand leader shares how global brands are utilising the social media giant's visual platform for audience engagement.

Creatives are also challenging what can be done on Instagram, Workman said. One example is Jameson, which used the border and auto-video functionality to create a 3D moving graphic of a drink being passed to a consumer through their phone. A new swiping mechanism also allows brands to tell stories through images in more engaging ways.

"These new functionalities all give the ability for the customer to learn more about you, and for you as the brand, to really be able to tell a story throughout a new and exciting concept," Workman said.

Having chalked up such positive responses, Instagram is now going full throttle in launching direct response advertisements on the platform, Workman said.

"We want to ensure marketers reach their unique objectives," he added. "Whether it is driving traffic to a website, increasing mobile app activity, or get video views, we can do that. We have also made it easier to purchase through our advertisements directly.

Building an engaged audience base

With more 300 million users worldwide, Instagram has become a digital must for consumers look to capture and share life's moments. Every day, users upload about 70 million pictures generating over 2.5 billion likes. Specifically, Workman said 61 percent of young millennials in the US access Instagram seven times a day. Instagram is also seeing its global footprint increasing substantially, with more than 75 percent of active monthly users residing outside of the US.

"According to Nielsen, 1 in every 5 minutes spent online is either spend on Facebook or Instagram, so to put it in perspective, that time spent is greater than the other top 10 mobile social platforms combined," Workman claimed.

Instagram is also becoming a powerful tool for inspiration, and Workman pointed out 40 percent of the content people typically follow on Instagram are from accounts they have never met in real life. "Interestingly, 54 percent of accounts people follow on Instagram aren't reciprocal, so there's no follow-back effect occurring," he said. "This makes it more of an interests-based platform, where people can find things they really care about and also discover new people that are going to inspire them that have shared interests and passions."

Source: CMO Australia

 

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