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Social Media: Marketers Should Embrace Instagram

Have you become active on Instagram to help promote your brand and engage followers? If you are like many marketers, the answer is probably no. At least, not yet. That’s not really all that surprising. It would certainly be understandable if you haven’t had a chance to consider how (or why) you should make Instagram a part of your social media strategy.

Marketers may be exhausted at just the thought of adding another social media platform to the mix, especially since many are already finding it a challenge just to keep up with Facebook, Twitter and the others they’ve already tackled.

But it may be worth making time in your schedule to add Instagram, and you may even want to put it high on your priority list.

Instagram has quickly left others in the dust when it comes to engaging active users, as Nate Elliott noted in his latest Forrester blog post, “Instagram is the King of Social Engagement.”

He shared some eye-opening findings from a recent Forrester survey that looked at 3 million user interactions with more than 2,500 brand posts across a variety of social media networks. One stat in particular jumped out, and it is one that may surprise a lot of people.

“Our study found that top brands’ Instagram posts generated a per-follower engagement rate of 4.21%. That means Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.”

Of course, it’s sort of a Catch-22 situation. One of the main reasons why brands are seeing such impressive engagement rates on Instagram is because there are fewer brands there. With so many companies slow to jump on the Instagram bandwagon, there is much less competition to get audience’s attention. Once more marketers realize what they are missing, the landscape will get much more crowded and the benefits will slowly decrease.

So this is a case where it definitely pays to be one of the first leading the trend. If you want to promote lively interactions with highly engaged and active consumers, it looks like you should make Instagram your top destination. Just don’t wait too long.

Managing all of your social media tasks can be a challenge, but we can help. KEO Marketing specializes in handling social media strategy for many of our clients.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.