While year-over-year spend grew by 8% on Facebook itself in the second quarter of this year, Instagram saw more than 10x the percentage growth at 85%. The percentage growth in impressions was of a similar scale of difference, with Facebook growing by 25% versus Instagram’s 208%. CPMs fell for both Facebook and Instagram, making individual impressions cheaper overall. Social media users also seem to appreciate Stories, with a Facebook IQ survey of Instagram users reporting that one-third had become more interested in a brand or product after seeing it on Instagram Stories. Read More: www.marketingcharts.com
Instagram isn’t a passing fad either, as according to a recent report from SEMrush and Social Media Today, 72% of social media marketers surveyed believe that Instagram will very likely be an essential platform for their business in the future. Taking advantage of Instagram’s standing as the third most used social media platform for US adults and its increasing popularity with young people, 9 in 10 of the more than 800 digital marketers surveyed say they are already using Instagram as part of their social media marketing strategy. Read More: www.marketingcharts.com
Will ‘tv advertising’ as we know it go the way of newspapers as younger audiences mature? Or will the ‘small screen’ still be the preferred content interface for consumer households?
INSTAGRAM REPLACES TV AS A WAY TO ADVERTISE TO YOUNG PEOPLE: The medium, once considered all-important, has now been almost completely superseded by Instagram as the key way for advertisers to reach young people, according to new study by financial-service firm Cowen. Source: www.businessinsider.com
In five years, they built a business with $80 million in sales, creating a playbook for a successful digital-only brand. Times have changed over the past year, and already, the golden age of building a major direct-to-consumer brand on Instagram or Facebook is ending, as competition for digital eyeballs has increased, costs have gone up exponentially, and the use of influencers has spread to mainstream brands. Maybe it goes without saying that the brand is key, but a year or two ago it seemed even half-baked efforts could succeed on Facebook or Instagram because the idea of selling direct to consumers at a better price was new. Source: www.forbes.com/sites/amyfeldman/2018/01/08/dozens-of-brands-have-built-businesses-on-facebook-and-instagram-but-its-getting-a-lot-harder/#2add7c3d6e43