Later: 2018 Instagram Marketing Report

199IT original compilation

Later released the "2018 Instagram Marketing Report", from consumer products to entertainment events, Instagram marketers come from a wide variety of industries and backgrounds.

Increasing follower engagement and loyalty (79%) is the top purpose of Instagram marketing, followed by increasing brand awareness (72%) and building a more active community (64%). Other marketing purposes include showcasing products and services (54%), educating potential customers (48%) and driving e-commerce sales (38%).

81% of businesses report that post engagement is the best metric for measuring Instagram marketing success.

In terms of content, companies will increase their investment in original content (74%) and Instagram Stories (68%) in 2018, followed by Instagram videos (48%).

The survey found that more and more companies are using Instagram Stories to promote products or services and build communities. In 2018, measuring the effectiveness of Instagram Stories was not a top priority for companies, but as the platform develops, tracking and analyzing Stories will become a new task.

Currently, only 22% of companies work with influencers on Instagram, but this number will grow to 40% in 2018. Improving brand awareness and reaching new target audiences are the primary goals of influencer marketing. When evaluating ideal influencers, 79% of companies consider engagement as the most important metric, followed by the quality of followers (70%) and industry (67%). 73% of influencers believe that the number of followers is the most important metric for companies to consider.

77% of companies offer free products or services in exchange for sponsored posts, followed by subsidies. With the implementation of the FTC, most influencers have begun to adapt to the new regulations, and 52% will mark the #ad hashtag when posting sponsored posts on Instagram.

Only 36% of businesses posted ads on Instagram in 2017, which is more popular than influencer marketing. Images are the most popular form of Instagram ads. Only 22% of businesses used Instagram Live in 2017, and this index will increase to 55% in 2018.

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