Instagram has over 300 million users, about the same as Twitter, give or take a few million. Instagram marketing is the new darling of social media, in the news for its impact (or lack of) on sales of art, beauty and fashion products. All about images, it certainly lends itself to travel and hotels. The question being asked is how effective is it in branding and sales?
I use both to promote my personal blog, www.miamicurated.com on food, fashion and culture (and some travel) in Miami, though am newer to Instagram. Twitter has been one of the top drivers of traffic to the blog, but the jury is still out on Instagram. Its effectiveness in driving traffic to a blog or website was a subject of discussion in one of the travel blogger forums. I asked one of the members who amassed 5000 followers about the benefits and her answer is that conversions to subscribers or increasing blog visitors is minimal.
So what’s the benefit? Here are recent excerpts from an excellent article in Digiday where beauty and fashion brands, among the top users and boosters, are quoted as saying they are betting their social marketing dollars and resources on Instagram over any other platform. 98 percent of L2’s top fashion brands are on Instagram as of this month, and 95 percent of beauty brands are on the platform — up from 75 percent and 78 percent in October 2013.
For beauty and fashion brands, engagement and interactions are higher on Instagram compared to any other platform. As of the second quarter of the year, of the 67 top fashion brands on social media, engagement is up 77 percent, while frequency of posting has shot up from just over 8 posts a week to 10 posts a week.
While Facebook still attracts the lion’s share of paid advertising (82 percent of marketers surveyed by Forrester say they currently pay for ads on the site), brands are increasingly flocking to Instagram. About 46 percent of brands say they do or plan to pay money to get on Instagram in the next 12 months — the highest rate of growth compared with other platforms.
High-end fashion brands are among the prolific on Instagram. For example, Christian Louboutin in January launched #louboutinworld, a photo gallery displayed on its homepage that goes directly to its Instagram page. Its followers there have grown 80 percent in the last year, while Facebook likes have grown only 8 percent.
What about a direct path to purchase? While Instagram introduced clickable ads via its “carousel” platform back in March, brands are hoping that a more direct path to purchase (a “shop now” button, or a click to buy capability) will eventually be introduced. But until then, Instagram still makes more sense for brands that want engagement and inspiration.
Bottom line: wait and see.