Instagram advertising and marketing - statistics & facts
Instagram has come a long way since its early days. In just over a decade, the app has not only expanded its square-shaped photo format but also grown its global user base at an impressive pace. Today, Instagram ranks among the five largest social networks worldwide, with more than 2 billion users browsing the app each day. As social media ad spend is expected to keep increasing, it comes as is no surprise that marketers are leveraging the app for marketing purposes more skillfully than ever.
Instagram marketing at a glance
Instagram is the most popular social media platform used by marketers outside of Facebook. As of January 2023, 80 percent of marketing professionals integrated the photo and video sharing app into their digital marketing campaigns. Marketers flock to the app primarily because of its large global user base that spans audiences across many generations. While Instagram is arguably no longer as popular among teens as Snapchat or TikTok, brands can still reach millions of young online users and market their brand to tech-savvy audiences who look for shopping inspiration on their social media feeds.
Another selling point is that Instagram offers a variety of marketing formats, audience insights, targeting, and performance tracking options for companies of all sizes. By creating a free business account on Instagram, brands can promote themselves via photo and video posts, Stories, Reels, an integrated shopping tab, and other features. They can directly communicate with customers and receive feedback at the click of a button while staying up to date with the latest trends and developments in their respective industries. This bouquet of marketing opportunities helps explain why over 65 percent of marketers plan to increase Instagram use in the future.
The blueprint for influencer marketing
The history of influencer marketing predates social media. Undoubtedly, Instagram has taken the concept of tastemakers to a new level. No other social media platform has boosted the influencer marketing phenomenon as vividly as Instagram, with thousands of brands tapping into the appeal and followings of the app’s most recognizable faces each day. What makes influencer marketing on Instagram so appealing is not only the app’s thriving influencer community but also the variety of features these creators can use to promote a business. Influencers frequently launch giveaways, offer their followers personalized promo codes, or even take over a company’s Instagram account for a day. Sponsored posts by mega-influencers have a broad reach and can now sum up to thousands of dollars in earned media value. However, many brands decide to work with nano- and micro-influencers who cater to niche audiences and boast the highest engagement rates on the platform.
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