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Instagram gains social commerce mindshare
Instagram’s increasing user base continues to attract brands seeking effective for social commerce platforms.
According to a new report from eMarketer, 74.2% of U.S. companies with 100 or more employees will use Instagram for marketing purposes in 2017 – more than the 66.2% that will be using Twitter. That’s a significant shift from 2016. By eMarketer’s measure, 66.1% of marketers used Twitter in 2016, compared to the 53.2% who used Instagram.
Visual content captures users
An inherently visual social platform generating an average of 95 million consumer images and videos a day, Instagram continues to add new features and functionality such as Instagram ‘Stories’, ‘live video’ and ‘Shop Now’ to capture how people can and want to interact with the platform.
Twitter has been late to the game and has not been able to really harness visual content well, making the shift in favor of Instagram somewhat expected.
In addition to advertising and e-commerce features, brands now increasingly look to capitalize on the power of visual user-generated content (UGC) Instagram is known for to influence consumers. In fact, according to a recent study from Salesforce, 47% of high-performing marketers extensively use UGC (vs. 19% of moderate performers and 8% of underperformers).
For brand advertisers and consumer audiences alike
As consumers continue to flock to its platform and share content, Instagram has recognized the marketing potential social content has for brands. With that in mind, platform changes have been driven by the needs of both its brands advertisers and consumer audiences.
Noting users’ continuous requests for shoppable content, Instagram brought social commerce to the platform in a big way through its Shop Now feature, which delivers the ability to seamlessly research, review, and purchase products within the platform.
In fact, with other features like Stories and live video, Instagram has given brands the assets they’ve wanted for quite some time and created an environment where it’s as easy for users to shop as it is for retailers to show off their content.