The Demise Of Facebook
At one time, long ago, businesses were able to enjoy an average reach of 16% on their Facebook pages. It was a time when businesses could organically promote themselves by creating entertaining content and using fan-engaging apps. And not only did Facebook allow businesses to do this, but it also rewarded them for interacting with and providing value to their followers.
However, this might as well be a thing of legend, as businesses can no longer see these possibilities. Most are lucky to see a reach of 1% today, a peak that analysts like Social@Ogilvy say will soon dwindle to zero. With the Facebook ship all but sunk, businesses are now on the lookout for a platform where they can actually be seen and heard.
Instagram: The New King Of Engagement
Recently, Forrester studied more than 3 million user interactions with more than 2,500 brand posts on seven social networks. Their study showed that one platform stood high above the rest: Instagram.
The image sharing network boasted a per-follower engagement rate of 4.21%, 58 times more engagement than Facebook, and a whopping 120 times more than Twitter. But if we look at the user statistics, this should come as no surprise.
Every day, 55 million photos are uploaded, 86.4 million comments are posted, and 691.2 million users like various photos in their feeds on Instagram. The network has a 41% daily user rate, second only to Facebook (71%), and its popularity continues to grow. In Ireland alone we can see that the number of Social Network Account Owners with Instagram has risen steadily from 15% in November 2013, to 18% in August 2014.
SocialMedia.ie are now offering a half day Instagram Masterclass will teach you how to effectively adopt and leverage Instagram to increase your social media engagement. We will also show you how to effectively integrate Instagram with other social networks like Facebook and Twitter.
Instagram’s community has grown to over 200 million monthly active users over 75% of leading brands are already present on the platform. With so many conversations taking place on Instagram every day, many brands are now getting involved and adopting Instagram to create meaningful interactions with online communities.
We have been using Instagram in many different and innovative ways to help brands and companies reach a greater audience. Here are some examples:
St Patrick’s Day Campaign: We took to the streets on St Patrick’s Day with the ‘Selfie Studio’, taking photos of the festivities and getting people to pose for photos with our giant Xperia Instagram frame and lots of Paddy’s Day props. Our activity helped Sony Mobile launch their Instagram account and end up with 1,500 Instagram followers after the campaign ended.
Taste of Dublin 2014: Sony Mobile wanted to activate their sponsorship so we developed a foodie strategy and created SonyFood.ie. This was supported by the Sony Gigapixel Campaign which featured a giant image made up of thousands of fan photos taken at the food festival, all tagged in Facebook & Instagram applications which had a viral impact. We generated 50,000+ website visits and more than 7,000 new Facebook likes in 4 weeks.