As social platforms continue to create one-on-one connections between brands and consumers, it is important to look at all of the social media options available. Most brands grasp Facebook and Twitter by now, but as these networks become pay-to-play platforms thanks to discovery algorithms and as visuals become more important in cluttered news feeds for boosting engagement, brands should start looking into highly active and visual platforms like Instagram.
In a recent survey on the state of corporate social media use (where 36 percent of the participants were B2B companies, 23 percent were B2C companies and the rest had some aspects of both) the adoption of Facebook by companies has stalled in the last year-and-a-half, while the adoption of Instagram has skyrocketed from 20 to 45 percent in the past year. It’s important to note the data shows most companies have stopped adopting Facebook because 90 percent of those surveyed already have a Facebook page. More companies have started adopting Instagram because it is a newer social platform that is not oversaturated with messages yet. In fact, Forrester recently reported that Instagram’s engagement rate is 58-times better than Facebook’s. While ours is not quite that high, we have noticed our Instagram engagement is indeed higher than that metric on our Facebook content.