The Instagram platform is a great way for businesses to improve their customer experience by targeting their customers where they are, namely on social networks.
A good customer experience is partly based on the experience of the content. This is where businesses and brands deliver content in a variety of ways, including (but not limited to) articles, blogs, posts, newsletters, videos Youtubepodcasts, videos TikToktweets, LinkedIn posts and, subject of this article, Instagram.
Customer behavior has changed dramatically as technology has allowed us to deliver content in so many ways. There are multiple platforms, such as the ones mentioned earlier, so which one should a brand focus on? Simply put, any platform you know your customers are on. That said, when new platforms evolve, some companies and brands aren’t quick to adopt them, when perhaps they should be.
Who would have thought that Facebook become a marketing machine for certain brands? And the same goes for other platforms, like Instagram.
Instagram started as a photo and video sharing social media platform in 2010, when Kevin Systrom (co-founder) uploaded a photo of a dog with the caption “test”. Over the past 12 years, this platform has become much more than that: it’s a real opportunity for brands to integrate the platform into their content marketing strategies.
A recent study by Passport-Photo.Online surveyed over 1,000 Instagram users to find out how the experience of Instagram content influences their buying decisions. Here are some stats to get you thinking about the power of Instagram and how this social media platform can work for you and your organization.
- Instagram has 1.4 billion monthly users, making it the fourth most popular social network. The potential to be seen is huge! Take advantage of another social media channel that gives you great visibility.
- 92% of Americans who use Instagram follow a business, with most following six to ten business accounts. The majority of Instagram users are Millienials and Gen-Z. According to a survey by Hootsuite, 18-44 year olds make up just under 88% of Instagram’s audience. If this is your target audience’s age range, then Instagram is where you need to be.
- Among Instagram users who follow businesses, 26% typically visit business profiles daily. And every week, 27% visit business profiles. Daily or weekly visits from actual customers or potential customers are high. It’s marketing gold. Creating content that keeps subscribers coming back again and again, daily or weekly, is a strategy you’ll want to adopt.
- 71% of Instagram users feel more connected to the brands they follow on the platform. Feeling tied to any company suggests that there is a sense of loyalty. Additionally, 93% of people on Instagram are likely or very likely to buy from a business they feel connected to rather than a competitor. Some presence is better than no presence at all. Don’t miss the opportunity to engage and create a stronger bond with your customers.
- In response to the question “Has Instagram ever tricked you into making purchases from businesses, even though you weren’t looking to do so?” 79% answered “yes”. Do you need additional proof? Can you afford not to adopt an Instagram content strategy.
- 92% of Instagram users prefer short content (under 1,000 words) over long content (over 1,000 words) when it comes to text posts specifically from brands. This is where content marketing strategy comes in. A 1,000 word post is always long. Consider experimenting with shorter posts, 400-500 words. Follow some of your favorite brands and analyze their content strategy. Check the length, frequency, etc.
Content marketing is a powerful customer experience strategy. If the production of content can be expensive, its distribution costs nothing. And good content can be repurposed across all social media platforms. A good post on Instagram can work on LinkedIn. A few compelling sentences from the article can become several tweets. A single piece of content can be replicated in many ways.
Looking at the stats and survey results, you can immediately recognize the opportunity offered by Instagram. As the fourth most popular social network, it’s a marketing channel you can’t afford to ignore.
Article translated from Forbes US – Author: Shep Hyken
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