Instagrammers are the best buyers : how to use it to your advantage

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The latest research is in, and with a surprising result: it found that people on Instagram love to shop. More than any other social media site, Instagrammers showed a distinct trend for liking brands, making purchases, and overall using the site to engage with businesses. And not only that, but the number of Instagram users has jumped from 200 million to 300 million in just nine months, well over the number of those on Twitter.

This has caused a massive movement of companies now turning to the picture-editing site for their marketing campaigns. If you’re like the crowd and want to take advantage of this perfect marketing opportunity, read on: we’ve put together the facts, so you know how to best use this handy trend to your advantage.


Instagrammers Are Young

Instagram may be overlooked by so many marketers simply because the site is primarily common among young people. One study even found that 62% of teens aged 11 to 16, and 44% of those in their 20’s, had an Instagram account. In contrast, only 18% of those aged between 45 and 60 had even used the site before.

So what does this mean? It means that when you market with Instagram, you’ll be most successful if your target audience is the younger generation. Try marketing with an emphasis on the latest trends, music, or cultural references that teens or 20-somethings can relate to. Also keep in mind why there are so many young adults on Instagram: unlike Facebook, this social media site lets them get away from their parents (an overwhelming amount of whom now flock to Facebook!). If you are aware of this mindset of your audience, you’ll be more likely to get the interaction you want from marketing with Instagram.


Instagrammers Engage More

While those on Facebook are mostly there to connect with friends and family, people who use Instagram are quite the opposite. Unlike any other social media site, Instagrammers frequently like, share, or re-gram (think retweet) content. This means that not only are Instagram users more likely to follow your brand’s account, but they’re also more likely to interact with it. One study even found that for every 100 interactions on Instagram, there are only 2 or 3 interactions on Facebook, and even less on Twitter.

To use this to your advantage: engage with your Instagram audience as much as you can. In a huge contrast to Facebook, they have found that Instagram users even feel flattered if you interact with them on the site. Create a relevant, highly interactive account, and you’ll market to a bigger audience. But there’s also a theory that Instagram users only engage because it’s a relatively new platform: so make sure to make an impact on the site before it suffers a similar fate as Twitter!


Instagrammers Like to Shop

And the reason we’re all here: people on Instagram are the best buyers on the internet. They like to share product posts with their friends, comment on posts with their consumer opinion, and shop around for future purchase ideas. One study in particular, involving 16,000 Instagram users, found that 70% of them had searched for a brand’s account on the site. Which proves: if you aren’t on Instagram, you’re probably missing out!

So how to use these findings to your advantage? While a certain amount of Instagrammers do follow a brand because they truly are fond of it, a great number of people follow for the perks, sales, and giveaways. If you can make following you worthwhile from a consumer perspective, you’ll have the marketing audience you crave!

So  now you know that Instagrammers are the best buyers – let us know your action plan!



elena Sciberras

elena Sciberras

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