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Why Brands Should Include Instagram in Their Marketing Strategy

Instagram: for most, now the social media platform of choice and an emerging big fish in the advertising pond. With over 60% of its users between the ages of 19 and 29, Instagram is capturing the eyes of the hard to reach younger market. It has an energy to it that some of its older counterparts (Facebook, LinkedIn) seem to have lost, while our propensity to scroll through feeds when watching TV also makes it a great point-of-sale cohort for other media. Whether you are managing the social media account of a large company, a local business or even trying to leverage your own brand, there is a feature of Instagram that will suit your needs.

In June of this year Instagram reached a milestone of 1 billion monthly users - with growth showing no signs of stopping. So, with every image posted on Instagram achieving an average 23% more engagement than on Facebook, why should brands be looking to include this powerhouse in their marketing strategy for 2019?

Story telling

From goblins and giants to princesses and crystal slippers, fairy tales have cast spells over audiences for generations. Even today, in a digitally dominated world, consumers love to be told a story. Instagram captures some of this magic by concentrating solely on visual, informal content. With posts containing images generating 650% higher engagement than text only posts, the image-only interface is perfect for brands and businesses looking to develop their relationship with customers.

Capitalising on the emotional connection that Instagram provides will ensure brands retain loyal customers – and reach out to new ones. The Instagram stories feature revolves around this relationship. With the new additions of polls, emoji sliders and questions to Stories, Instagram is continually striving to drive consumer engagement.

Micro-influencers & Micro Brands

Long gone are the days when businesses looked to the Kerry Katona’s and Peter Andre’s of the world to endorse and promote their products. The ‘That’s why Peter goes to Iceland’ is now a Channel Mum’s vlogger initiative focusing on real mums giving honest opinions about Iceland’s products. Micro-influencers are now earning the most engagement in terms of reaching the right audiences, generating quality leads and drastically improving a brand’s ROI.

They add the human element to marketing that celebrity endorsement can lack – and add that extra layer of authenticity that younger adults especially are drawn to. Today’s consumers are more likely to believe that content created by a peer is authentic than if it were created by a brand itself. Instagram is the ideal platform to showcase this pairing of a promotion of a product or company in an environment that feels entirely organic and uncontrived.

Vertical Content

Smartphones are constantly evolving and developing to keep up with consumers’ endless desire for the latest technology. The continual rise in usage of smartphones is a driving force behind the move towards vertical content. Young people want to view content easily on their phones, something Instagram has mastered. Vertical content offers a different kind of viewing experience: an intimacy and familiarity that brands should be feeding into when looking to connect to their customers.

With people holding their phones vertically 94% of the time, it seems only natural that platforms move to embrace these vertical content formats. If platforms like Instagram are doing this, brands should be following suit. Instagram predominantly uses vertical content; emphasised by its creation of IGTV in June, in which users can post vertical videos of up to an hour for friends to share and comment on.

We will continue to see platforms like Instagram encourage the production and sharing of vertical content. Therefore, the way brands and companies are engaging with their customers needs to be evolving in a similar fashion.

Get in touch with one of our team to discover how Guerillascope can help you break into Instagram advertising.