Many companies wonder where they can get the best results in promoting themselves online. Twitter has received great hype as a tool for advertising, but according to a recent study, Instagram is beating out its competitors as the brand performance social media destination.
SumAll, a business analytics company, looked into brand performance on sites such as Google+, Facebook, Twitter and Instagram. Following their study, they discovered that Instagram was the leader for brand engagement on social media sites.
The analytical firm looked at data for over 6,000 customers to make its determination that Instagram was giving businesses superior returns for social media networks.
Another analytical firm, SimplyMeasured has highlighted how quickly brand engagement has grown on Instagram during 2013. The firm found that there had been an increase of 350% in brand engagement amongst the top brands during the last 12 months. It also appears that those brands are engaging with results, as active Instagram use helps bolster revenue.
Although SumAll has said that Instagram easily beat its competition, it also warned of too frequent posting saying being too active on one single network could cause diminishing returns so experimentation is a necessary tool in marketing.
Ads and other promoted content are liked by users when they look good. Therefore, brands that can produce attractive videos and images have a better chance of getting feedback that is more positive on the network.
The current advertising strategy of Instagram does not disrupt the user’s pleasure of looking at images in a clear stream. Therefore, the promoted media and content posted on the site by the brands appears as an incorporated element on the platform, something that parent company Facebook and its big rival Twitter have had struggles with achieving.
As advertising becomes more and more popular on mobile devices, the importance of brand engagement will proportionately increase.