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CLAQUE is a digital marketing agency based in Paris, France. http://bit.ly/claque_m

Why you should market your brand on Instagram

Maybe you feel like you’re not sure what all the buzz is about with Instagram. Why do other brands seem to care about marketing on Instagram, sometimes even over other social networks?

As you probably know, Instagram is a social network focused on sharing visual content (pictures and videos). What you may not have realised is that it’s big. Very, very big.

Last year, Instagram took over twitter in terms of number of users (over 300 million). The vast majority of these are under 35 years of age. Instagram has proven to generate a lot of advertising revenue — over 1 billion euros in 2016 according to some estimates (eMarketer).

The reason for Instagram’s immense popularity with brands is that engagement rates on Instagram are very high. Instagram users care about the content they create and consume. This means that it is relatively easy to get brand exposure on Instagram and that your audience will be more actively engaged with your brand compared to other social networks. Although Instagram’s engagement rates have gone down in the most recent 2016 estimates (Locowise, see charts below) the network remains firmly established as the place to go if you’re looking for a highly engaged audience.

Although estimates are down from 2015, Instagram remains the social network with the highest engagement rate (Locowise 2016)

This means that if your brand has a young target audience ( < 35 years) and the potential to create high quality visual content, then Instagram is a perfect marketing platform.

If Instagram marketing is something you would like to explore, please consider your approach carefully. As I have explained in other articles, it is essential to create a carefully thought-out content strategy. One that will allow you to reach your target audience and maximise engagement and conversion rates.

I would also urge you to create and develop your brand presence before purchasing any advertisement on the network. Too many brands with seemingly high engagement rates have un underdeveloped brand account, tarnishing their your online reputation. Should you wish to learn more about advertising strategy for Instagram, be on the lookout for my future articles on this topic!