Instagram is now increasingly being favored by many marketers despite the fact that Facebook has around twice as many users and it’s easy to see why – Instagram provides much better engagement metrics for advertisers than Facebook today. According expert on Instagram, Sue Zimmerman, 48% of brands already advertise on Instagram and that number is expected to go up to 70% or more by the end of this calendar.
The social platform is continuously improving its ads and analytics and is now a must-have app for businesses. The revenues generated by mobile ads on Instagram is projected to be around $2.81 billion in 2017 made possible by the improved analytics tools that the platform is offering to users. Instagram’s easy-to-use experience/i>, for users mainly businesses, is the result of its strong focus on this area aimed at improving users’ analytics experience. Instagram is working hard on increasing the scope and variety of analytics for business users who now have access to analytics that evaluate impressions, reach, engagement, and audience.
Instagram’s relentless efforts to race ahead in UX are expected to give rivals like Facebook something to ponder upon. Zimmerman anticipates that Instagram’s will enable its live videos to be saved for up to 24 hours and there will offer more filter options for stories on the platform. Business users are particularly going to love a new suite that will allow them to store drafts in organized subfolders when saving the drafts. As far as improvement in the reply feature is concerned, it will show right under the original comment.
Compared to Facebook, brands and celebrities get thrice as much engagement on Instagram, according to SocialBakers’ research that was released at the social platform’s engage conference in Prague, Czech Republic. However, these stats are not adjusted, per-capita figures since they indicate the raw number of likes, shares, comments and other social signals for those two categories. Jan Rezab, chairman and founder of SocialBakers, feels that brands should take note but not overreact. In terms of sheers numbers, Instagram still has very far to go to get anywhere near Facebook’s 2 billion users.