We saw a report about the rise of Instagram recently and it struck a chord – we’d just created a suite of videos for the University of Huddersfield to use on their Instagram profile.
It seems that a fall in visible branded content on Facebook users’ newsfeeds, combined with a rise in Instagram users, has led brand marketers to favour the photo sharing site. Brands are forced to pay to promote their content on Facebook, while Instagram posts show up in followers’ feeds automatically. The upshot of this is that the average brand posted 9.3 times per week on Instagram and 8.8 times per week on Facebook in the last quarter of 2014. Compared to the same period in 2013, it’s a reversal of roles and a significant increase for Instagram.
Video content on Instagram attracts more comments than photo content, which is great if you’re looking to start a conversation with your followers. That’s really what it’s all about if you’re a marketer on social media. It’s a challenging format – a maximum of 15 seconds to get your message across and engage your viewers. In the right hands (like ours), you can land a really effective piece of brand marketing.
Since Instagram is owned by Facebook (bought in 2012 for an eye-watering $1bn), don’t be fooled into thinking this will be the case forever. Instagram could well follow in its owners’ footsteps and start charging to promote content. So, make hay while the sun shines, as they say.