Every quarter, the Global Digital Statshot Report is published by Simon Kemp and key institution like We Are Social, Meltwater and other institutions. An insight from the October 2024 Report is that 62.3% of Instagram users aged 16 and above say that they use the platform to follow or research brands and products. This is not a new trend. But how can brands/businesses respond to this trend and make insight driven business decisions for growth?
Here are some approaches that can be considered:
1. Engage with Visual Content: Create visually appealing, high-quality images and videos that showcase products, services, or the brand’s story. Instagram’s focus on aesthetics makes it essential for businesses to invest in professional content that grabs attention.
2. Leverage Instagram Stories and Reels: Use Stories and Reels to share behind-the-scenes content, product demonstrations, or customer testimonials. These formats are great for building authenticity and engagement.
3. Influencer Marketing: Collaborate with influencers who align with your brand. Since many users research products, recommendations from trusted influencers can significantly influence purchasing decisions.
4. Interactive Content: Utilize Instagram’s interactive features like polls, quizzes, and questions to engage followers, gather feedback, and promote new products. Engaging with customers directly can increase loyalty.
5. User-Generated Content (UGC): Encourage users to share their own content featuring your brand, whether through contests or branded hashtags. UGC can act as social proof, influencing others to trust the brand.
6. Instagram Shopping: If applicable, enable Instagram Shopping so users can purchase directly from posts. This reduces friction in the customer journey by making it easy to move from product discovery to purchase.
7. Consistent Posting and Aesthetic: Develop a consistent posting schedule and brand aesthetic to stay top of mind and build a recognizable presence that followers are drawn to over time.
8. Community Engagement: Actively respond to comments, messages, and mentions. This builds relationships and shows that the brand values its followers.
By taking advantage of Instagram’s features and user behavior, businesses can effectively reach and convert customers who are already using the platform to research brands and products.