While the brands that are using Instagram as part of their marketing strategies are seeing a great deal of benefit from doing so, a shockingly low number of brands are actually making use of it. Based on various studies, however, that will change as more wise up to what Facebook's visual social network has to offer.
Why aren't more brands taking advantage of Instagram?
“Instagram is still a fairly new platform, and is late in the advertising game – the platform introduced sponsored posts just two years ago. It’s possible that before 2013, marketers didn’t view Instagram as a must-have, but rather as a nice to have. As engagement and users increase, I have no doubt that we’ll see more brands adopt the platform," Bob Sybydlo, Director, Market Intelligence and Deliverability Yesmail recently told WebProNews after releasing a study on the subject.
Kissmetrics has a new infographic out looking at the "science of brands" on the platform, finding that experimenting pays off.
"Content testing and optimization still rule the Instagram game," it says.
Source: The Science of Brands on Instagram (Infographic)
These are consumer brands though. Is there any value to the platform for B2B businesses?
Last week, we looked at some findings from Social Media Examiner, which showed that B2B marketers have placed pretty much zero significance on Instagram. That does appear to be changing as well, however. The report also found that 40% of B2B marketers intend to increase their Instagram activity. That number is likely to continue to grow as well.