Fortune recently released an article stating that Instagram is attracting more advertisers than Twitter. Facebook’s visual-oriented app has been generating a lot of press recently regarding its’ growing number of users and increasing power as an advertising platform. According to a recent Facebook study mentioned in Forbes, 60% of users says they have learned about products or services on Instagram, and 75% of users take an action such as clicking a link, doing a search or telling a friend about a product after being inspired.
So why are marketers flocking to Instagram? Here are 4 reasons Instagram is a growing advertising power:
1. The option to extend Facebook ad campaigns to Instagram
One of the biggest advantages that Instagram has over other social platforms like Twitter, is that they have Facebook’s advertising technology. The large social media power allows its advertisers to extend their Facebook ad campaign to Instagram, increasing the visual app’s advertising revenue. Forbes stated in an article that eMarketer estimates Instagram will generate $1.5 billion in global advertising revenue this year, representing 8.4% of Facebook’s net mobile ad revenue. Facebook’s advertising technology will also allow Instagram advertisers to target highly specific audiences and make it more useful for sharing news and activity updates.
2. Marketers go where their audience is
And their audience is more likely to be on Instagram than Twitter, given that Instagram has 400 million monthly active users in comparison to Twitter’s 310 million monthly active users. Instagram has also become the better advertising platform for targeting a younger population, as 90% of its users are younger than 35 years old in comparison to Twitter where only 29% of its users consist of millennials.
3. Target people based on their interests
Instagram also benefits in the marketing industry through their deep “interest graphs”. The social media app allows users to follow a variety of accounts based on their interests without having to make a follow “request”. This leads to users assembling around certain “sub-committees” based on topics that interest them, such as fashion, health and food, allowing marketers to target users specifically based on these interests.
4. Advertisers rely on images and video
Finally, it’s all about visuals. Instagram started out as an image-based social app but has increasingly become a more popular platform for video as well. And when it comes to advertising, visual content and video is always considered more engaging. According to emarketer, when advertisers were asked about their reasoning for producing image-focused media 67% said it was “more engaging,” while another 50% said “social media requires” its creation. Since the app launched video, its video-viewing times have been constantly increasing, and according to Forbes, Instagram CEO said the rise of new video tools “will continue to shape the app’s direction down the road”.
Marketers are flocking to wherever their target audience and consumers can be found. When it comes social media platforms, it is looking more and more like Instagram is the place to be.
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Image source: http://bit.ly/290GRsq