Instagram exploded on to the scene in ways others could only dream. It took them just two months to reach 1 million users. Less than a year later, they jumped to over 10 million. Most industry experts agree that the simplicity of the user interface and the focus on one content type — photos — was key in Instagram’s enormous success.
By April 2012, less than two years after launching, it was purchased by Facebook. It grew to 80 million users in July of that year, and now to more than 300 million users today. With more than 1.2 billion “likes” and 55 million photos uploaded every day, Instagram features one of the most engaged (and potentially lucrative) audiences.
Who uses Instagram
Instagram’s users trend on the younger side. In fact, 90% of its users are under 35. Instagram users tend to be more engaged here than other social media platforms they may also be on. This gives marketers a powerful opportunity.
Not all images are alike
Not all photos are created equal. Unlike Facebook, Instagram does not show a “curated” list of posts, so everything shows up in a user’s feed. That is, users must do their own “curating” by quickly scrolling past photos they aren’t interested in.
While there are many methods that can improve engagement, there are some statistically significant techniques that should be considered:
· Images with one dominant color tend to perform 17% better than those with more than one. In addition, blue images do about 24% better than red images.
· A background in your image can improve engagement by 29%.
· Images that show different textures (both amount and variation) tend to perform significantly better — with engagement rates increasing by as much as 79%.
When it comes to Instagram, the key is to use powerful imagery that doesn’t overwhelm. These should convey your brand without being over the top. Discover how Brandr can help you brand your photos to increase awareness and conversion.
Next time, we will discuss Pinterest, and wrap up this series on social media images.