With 144 million unique users in the US, including 82.3% of 18-34 year-olds who are online*, Instagram is perhaps one of the most effective channels to reach millennial shoppers. This week’s blog highlights all things Instagram—with helpful tips, feature updates and ways the popular app is disrupting other social platforms. Without further ado, here’s the download on how to get the most out of marketing on Instagram, compiled by RhythmOne’s influencer team.
INSTAGRAM TIPS & TRICKS
Timing can make a huge impact on post engagement. Across all platforms, it’s crucial marketers keep track of seasonality, spikes or drops in engagement, as well as platform algorithm updates to help maximize success for organic post reach and engagement.
For Instagram specifically, the platform’s algorithm is in constant flux, with feeds dependent upon how much the user interacts with your content (e.g. comments and likes). So, how do you reach out in the best possible way? Posts from Tuesday through Friday, 9am to 6pm typically receive consistent user activity, and weekends are also good times to post, with platform activity increasing during times when people are most likely off work.
Social Media Today posted a useful infographic with helpful stats for brands looking to optimize engagement on Instagram. Key tips include:
- Leverage Instagram Stories: Over one in three users surveyed said they’ve become interested in a brand after viewing a story, making IG Stories one of the key drivers for profile traffic.
- Post often, to show up on shoppers’ feeds: Top brands post about five times per week.
- Include faces in posts and a location: Posts with locations have 79% more engagement than posts without, and photos with faces receive 38% more likes.
With the above insights (and a handful of other helpful tips) the infographic provides a compelling argument for how Instagram may help e-commerce brands maximize their ROI.
PLATFORM UPDATES & NEWS
Starting this week, Instagram has begun to show one-minute previews of IGTV in users’ main feeds. The platform serves a preview on feeds, which the user can tap to view the full video on IGTV. This move reconfirms Instagram’s prioritization of its long-form video app, IGTV, which could help drive additional user traffic to the app. IGTV will likely grow significantly in 2019 for influencer marketing programs, especially for Influencers whose larger IG followings may lead them to prioritize Instagram video over YouTube.
A new report from Eater suggested Instagram influencers are now eclipsing the role of Elite Yelpers, which served as a membership reserved for foodies and food critics. More restaurants are relying on Instagram influencers to fill seats and post viral videos, which will likely produce lasting effects on food critic culture.
It’s no secret that influencer marketing is disrupting how consumers get information on brands, products, and restaurants, but many agree that Instagram is better at driving sales. One restaurant estimated that posts by Instagram influencers were responsible for five percent of its new customers each day, on average. Another study showed that influencer marketing is the fastest-growing online method of acquiring new customers, beating out organic search, paid search, and email marketing.
*Comscore Media Metrix, Multi-Platform Demographic Profile for [M] Instagram.com, January 2019