Instagram is no longer just for selfies, sunsets, and artfully-displayed food photos. With nearly 400 million active users, an increasing number of businesses are utilizing this social media platform. Today, Instagram is a media powerhouse with nearly all Fortune 100 companies using the service. One of its popular features is video posts, which the company launched in 2013. Since then, Instagram’s video posts have gained a lot of popularity. In the last six months alone, video watch time has gone up by 40%.
Over the next few weeks, Instagram will begin showing view counts on videos where the “like” number used to be (although you can still click through to see the like count). Just like on Facebook, three seconds counts as a view. Video view counts are beneficial because it gives the creator the number of impressions the video has received, whereas likes could be viewed as an engagement metric. In addition, while videos posted to Instagram are limited to just 15 seconds, Instagram advertisers can now buy video ads of up to 60 seconds.
According to Instagram’s blog, “Since launching video two years ago and introducing Hyperlapse and Boomerang, you’ve made video storytelling on Instagram take off. Adding view counts is the first of many ways you’ll see video on Instagram get better this year.”
Marketers know that Instagram’s power is in branding and forming a positive impression of a brand. For example, if an individual consistently sees beautiful cake images on a feed, they are going to have the opinion that the pastry shop has great bakers who make wonderful pastries. Over time, the brand will stay in the forefront of that uder’s mind.
Instagram Facts And Charts:
- Approximately 52% of marketers increased their use of Instagram in 2015 (up from 42% in 2014).
- Marketers investing 40 plus hours per week on social media are 42% more focused on Instagram than those investing 6 or fewer hours a week.
- Instagram users have shared over 30 billion photos to date, and now share an average of 70 million photos per day.
- By 2017, Instagram’s global mobile ad revenues will reach $2.81 billion, accounting for over 10% of Facebook’s global ad revenues.
- Facebook claims that it now clocks up 100 million hours of video watched per day on its social network.
- Mobile is expected to account for 82% of Facebook’s U.S. digital ad revenue in 2016, with Instagram expected to earn $1.48 billion globally in mobile ad revenues.
- On average, comments being posted in the first six hours and 75 percent posted in the first 48 hours.
Clearly Instagram is here to stay, and it can be a very powerful tool to use for social media marketing. The question now is: will this new move take money away from Google? Time will tell.