Part of what makes a good customer experience is the content experience. There are companies and brands that communicate in many ways, including (but not limited to) articles, blogs, text messages, advertisements, YouTube videos, podcasts, TikTok content, Tweets, LinkedIn posts and the subject of this article, Instagram. (Note: Check out this recent article on TikTok for business. TikTok has become the number one social media platform in the world, surpassing Google!)
Consumer behavior has changed dramatically because technology has made it possible to deliver information in multiple ways. There are many platforms, such as those mentioned above, so which one should a brand focus on? The short answer is any platform you know your customers are on. That said, when new platforms are emerging, some companies and brands are not in a hurry to adopt them, even though they may be.
Who would have thought that Facebook would become a marketing engine for some brands? And it’s the same with other platforms. That brings us to the point—and foundation—that is the focus of this article.
Instagram started as a photo and video sharing platform in 2010 when Kevin Systrom (founder) posted a picture of a dog with the caption “experiment.” Over the past 12 years, there has been more growth, including an opportunity for brands to integrate the platform into their campaigns and marketing strategies.
A Passport-Photo.Online study surveyed over 1,000 Instagram users to find out how the Instagram content experience influences their purchasing decisions. Here are some statistics (following my comments) to give you an idea of the power of Instagram and how this social media platform can work for you and your organization.
- Instagram has 1.4 billion monthly users, making it the fourth most popular social network. A lot of energy to see! Use another social media channel that shows you a lot.
- Ninety-two percent of Americans who use Instagram follow a business, and most have six to ten business accounts. The majority of Instagram users are Millennials and Gen-Z. According to Hootsuite research, 18-44 year olds make up just under 88% of Instagram’s audience. If this is the age of your audience, this is the place for you.
- Of those Instagram users who follow businesses, 26% mostly visit business news every day. Another 27% visit trade shows every week. There are many daily or weekly visits from customers and potential customers. This is true marketing gold. Creating content that keeps fans coming back—daily or weekly—is something you don’t want to miss.
- Seventy-one percent of Instagram users are more likely to connect with the brands they follow on Instagram. Feeling connected to a company indicates that it is reliable. Additionally, 93% of people on Instagram are more likely to buy from a business they like to connect with than a competitor. Some places are better than nothing. Don’t miss the opportunity to engage and build stronger relationships with your customers.
- Answering the question, “Did Instagram force you to buy from businesses even though you didn’t want to do so?” 79% said, “Yes.” Do you need to specify again? Can you afford not to have an Instagram content strategy?
- Eighty-nine percent of Instagrammers prefer short-form text (less than 1,000 words) over long-form text (1,000+) when it comes to text messages from brands. This is where a content marketing strategy comes into play. 1,000 words is still a long read. Consider experimenting with shorter posts, 400-500 words. Follow some of your favorite brands and see their content strategies. Find length, frequency, etc.
Content marketing is a powerful customer experience strategy. While there is a fee to produce content, there is no fee to post it. And good content can be replicated across all social media platforms. A good article for Instagram can work on LinkedIn. A few sentences from the article can generate many tweets. A piece of content can be repurposed in many ways.
When you look at the statistics and findings from the research, you will immediately understand the opportunity that Instagram offers. As the fourth most popular social network, this is a marketing channel that you cannot ignore.