Instagram represents by far the best platform for marketers to interact with consumers, according to a recent study from Forrester Research.
Looking at 2,500 posts on seven social networks, Nate Elliott, marketing analyst for Forrester, found that engagement on Instagram is roughly 60 times higher than Facebook.
“What does this higher engagement rate look like in practice? Last month, Red Bull posted a video of a unique snowboarding half-pipe on both Facebook and Instagram.”, Elliott wrote in a blog post, “A few days later, we noted that the brand’s 43 million Facebook fans had liked the video just 2,600 times (a 0.006% likes-per-fan rate), while its 1.2 million Instagram followers had liked the video more than 36,000 times (a 3% likes-per-follower rate).”
At one time, Facebook had been the favoured platform for marketers. Companies devoted marketing budgets to brand pages, withsome accruing millions of followers.
Changes to the system that regulates the Facebook newsfeed have rendered those efforts somewhat ineffectual. Marketers have been vocal in their disappointment with engagement on Facebook. Particularly at the fall in organic reach.
Forrester warns that the Facebook-owned Instagram could fall victim to the same issues. As more brands flock to Instagram, it will become more crowded and therefore more difficult for companies to stand out.
Resonate with Your Target Audience
That’s why it’s so important for marketers to focus on creating content that resonates with their target audience. Elliott advises using data from surveys and interviews of current customers, which can give an indication of what type of content people enjoy.
When done correctly, this can lead to higher engagement rates as well as increased customer loyalty and more conversions. As Elliott explains, “By prioritizing engagement over impressions and managing expectations accordingly, marketers can capitalize on the growing popularity of Instagram to deliver strong returns on their content investments.”
For companies looking to create content that resonates with their target audience, understanding the importance of engaging their customers is critical in delivering successful campaigns. It is clear that Instagram provides a unique opportunity. This opportunity is for marketers to capture the attention of their customers and increase their engagement. Nailing down an effective content strategy is the key to success. With patience, planning, and data-driven insights, marketers can create high-performing campaigns and reach new heights in customer engagement on Instagram.