Welcome to Bolt’s series for all things content marketing. This month, we take a look at what’s in store for the social media landscape in 2016. This week we take on Instagram marketing.
We’ll cover the latest developments and features the top platforms offer, statistics on their user base, and most importantly, new strategies you can apply to maximise your reach in 2016. We’ll be covering Instagram today, but check back later next week when we cover LinkedIn.
With 75 million users around the world, Instagram is one of the largest and most popular photo sharing apps available, according to Statista. 41% of the userbase is aged 16-24 while 35% are aged 25-34. The relatively young audience makes Instagram an ideal advertising space for many brands.
Latest Instagram Marketing Trends
1. Paid Ads
Paid ads were released in late 2015 after much anticipation from marketers. The popular service is integrated with Facebook’s API offering similar targeting abilities. The service is expected to draw USD$2.81 billion in revenue by 2017.
2. Drop in user engagement
It seems like the rise of Snapchat and other popular apps has affected the time and commitment users are dedicating to Instagram. Adweek reported a fall in organic user engagement driving down the potential outreach and value of their latest advertising initiative.
3. More consumer product presence
The visual nature of the platform is an obvious marketing platform for consumer products, the new shop now buttons provide an even more intuitive experience for users curious about a product. It is fantastic news especially for small businesses looking to shift some or all their operations online.
1. Stronger and more creative visuals
The drop in overall engagement and the increased saturation of content means marketers will have to pay more attention to the quality more than ever before. Poor visuals and photos that look too “studio-like” will be ignored by users in favour of attractive and more “authentic” looking content.
2. More engagement from brands
Another strategy for brands will be heavier engagements. That means more time responding to comments, commenting on other profiles and even featuring content from their fans. They will need to utilize whatever they can to get people to participate and pay attention to them in this extremely crowded market.
That’s it for this week, but stay tuned for our feature on LinkedIn trends next week! For more resources for brands, click here. Or if you’d like to stay up to date, follow us on Facebook, Twitter or LinkedIn.