Hi, my name is Lexi and I am new to Sircle Media. This is my first ever blog post at Sircle and I decided to reference this article about marketing trends on Instagram in 2019 that was put out by Socialbakers. We use Instagram all day long for clients and it was helpful to see some data around usage and consumption. I offer some personal and professional insight sprinkled on top of their list of the 5 platform trends that marketers must know. I hope you enjoy.
As a Social Media Manager and an avid Instagram user myself, I feel as though I understand Instagram’s popularity as a social media platform and how it would be a huge miss for brands not to utilize it for marketing purposes. Whether I’m sending memes to my friends or seeing what Kylie Jenner is up to, I spend multiple hours in a single day on Instagram. I am sure that most people reading this are addicted to IG too!
Since launching in 2010, Instagram has evolved tremendously from a photo-sharing site to the powerful marketing channel it is today. I remember using Instagram solely as an editing tool back in 2011 when I wanted to have cool pictures of me and my friends to post on Facebook during our senior year of high school. Boy, have times changed! Since then, Instagram has grown at a rapid pace, with over 1 billion active users to date.
So, what does Instagram’s dominance in the social media sphere mean for marketers? In this blog post, I am going to tackle and discuss the five Instagram trends marketers should know as 2019 unfolds.
First, high customer engagement is super important and you shouldn’t be against using paid social to find those right customers. Because Instagram is a highly visual platform, this particular social network is perfect for getting your proper target engaged AND keeping them absorbed in your content. For me, Glossier does an amazing job at producing content I like to see on my feed, while also successfully selling me on their wide range of beauty products.
According to Instagram Business, 80% of accounts follow a business on the platform and 60% use it to discover new products. In addition, 72% users buy products after seeing them on the platform. With that being said, I feel that in order to move someone down a purchase funnel, your business must be utilizing all of Instagram’s e-commerce features. For example, add a link to your bio to drive visitors to your website, include action buttons such as “shop,” use Instagram Story links and highlights to show off new products, and create shoppable posts for a more seamless shopping experience within the app.
Not only can you leverage e-commerce features on Instagram, but their Instagram Story feature, in general, is key. I believe the ephemeral content craze began with the creation of Snapchat, but once Instagram Stories were rolled out, they clearly became much more popular. Ephemeral content encourages followers to interact with your brand, allows you to increase website traffic, create buzz surrounding a new product launch, and so much more.
Now when it comes to IGTV, I am still just getting my feet wet. For those who don’t know, IGTV is Instagram’s longer-form video hub displayed as a vertical video on an Instagram account. To be honest, sometimes I forget to check out IGTV, but just recently, IG pushed out a new update, where video previews can be published in the main feed. This is a big update and a clear indication that Instagram is focused on continuing to try and get users to adopt IGTV. I already see influencers actively using it for how-to videos and a behind-the-scenes look at their lives. Which brings me to my final Instagram trend to look out for in 2019….Influencer marketing.
According to eMarketer, 78% of influencers consider Instagram to be the best platform for brand collaborations. When well-respected influencers post about brands they are eating, wearing, drinking, you name it, followers are able to easily find and buy the featured items. I cannot even begin to describe the countless number of times I have purchased a product this way. For example, whenever Arielle Charnas posts about the clothes she is wearing, you bet I am going to swipe up and check it out nine times out of ten. Brands should be making sure they find the right influencer(s) that fits their target audience and that their performance metrics are on point. Since I started working at Sircle, I’ve made sure to keep my eyes peeled for influencers who are engaging with the brands that I manage in order to readily turn them into brand ambassadors.
So, to sum things up, Instagram, just like any other social media platform, is constantly evolving and we will see so many new trends in the future. I recommend that you take the time to apply these tactics now and stay on top of the latest trends! See you on The Gram!