Why Instagram Is a Marketer’s Go-To Social Tool for Engagement
April 10, 2017 by kicksta
Last Updated: February 22, 2020
Engagement. Is there any word more magical or more desired among today’s digital marketers?
Probably not. There seem to be countless articles describing which types of engagement are most valuable and why, and here at Kickstagram, we’ve written our fair share of articles describing what you need to do to improve engagement when using Instagram for business.
But today, we’re not going to be diving into the things you can do to improve your own engagement. Rather, we’ll be taking a closer look at why Instagram has become the go-to platform for engaged social media marketing in the first place.
As you’ll soon see, there are plenty of great reasons why you should use Instagram for business.
1) A Mobile Mindset
There’s no denying the obvious: one of the biggest factors contributing to Instagram’s appeal is its mobile-first approach. The latest information from Pew Research reports that a whopping 77 percent of Americans own a smartphone, enabling them to access Instagram and other digital apps at any time. Those stats get even more meaningful when you dig deeper to see that 92 percent of Americans under age 30 own a smartphone.
Instagram has always taken advantage of the anywhere, anytime mindset of smartphone users. The ability to take photos and edit them within the app enables users to post in real time, which naturally leads to a more actively engaged audience that is constantly uploading and consuming content.
The simplicity of the mobile app’s layout also makes it easy for users to view others’ posts, add comments, and more—all of which translates to a better user experience than rival social media platforms.
2) It’s All About the Visuals
Studies have confirmed time and time again that the vast majority of people are visual learners. We learn more easily when exposed to photos, video, and other visuals than when we try to read a wall of text.
This same focus on visual learning is what has traditionally made advertisers focus on using attractive visuals to capture a customer’s attention, convey information, or serve as the main persuasive argument.
As such, it shouldn’t be surprising that Instagram’s visual nature immediately grabs users’ attention, thanks to a steady supply of interesting photos and videos. While only the most visually engaging content will do when using Instagram for business, the simple fact that you are providing followers with visual content is already likely to yield much better engagement than a text-only Tweet.
3) Energy and Function
A final attribute contributing to Instagram’s high levels of engagement are its ease of use and youthful energy. In an age when more and more people are concerned about online privacy, it’s comforting to know that users can make their posts as public or private as they wish (which can be especially useful for avoiding the spam and bot accounts that plague other networks).
This also enables users to take different approaches to their Instagram use, whether it be to stay connected with friends and family, network with others or even promote their own personal brand.
This customization and ease of use has imbued Instagram with a youthful energy that has made it especially popular with people under 30. The app is simple and content is presented in a way that continues to be fresh and interesting, even as other social media platforms grow stale or increasingly difficult to use.
With these and other great attributes, it’s easy to see why Instagram has become the top social media platform for many companies—especially those trying to reach coveted under-30 buyers. As you produce content that takes advantage of Instagram’s unique offerings, you too will be able to see greater online engagement than ever before.
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