Instagram Marketing Preferred by SMB Brands
Instagram marketing sees a lot of affection from its 1 billion users, because 80% follow a brand’s account. But that’s not the only reason 51% of SMBs prefer Insta to Facebook, says a recent Reveal Mobile study.
U.S. SMBs prefer Instagram advertising, with 51% saying Insta is their “highest priority social platform for their business” vs. 30% saying so of Facebook, finds the research revealed to Target Marketing yesterday but not yet released publicly.
“Thus,” says Brian Handly, CEO of Reveal Mobile, “we expect consumers to see more advertising on Instagram in the near future and for Facebook to make a push for this to happen. Their biggest hurdle could be making the ads appropriate for businesses who believe the app is not a good fit (20%). They also have [the] opportunity to convert those who haven’t yet tried Instagram (18%) to becoming paying advertisers.”
As Handly alludes to, Instagram marketing is almost Facebook vs. Facebook, because Facebook owns Instagram. So brand preferring Instagram over Facebook may not be a problem for the parent company. Still, Facebook does have more than twice as many active monthly users and even its Messenger app, with 1.3 billion users, may be giving the main app a run for its ad money.
FB Messenger is more popular than FB, because customers want to have a real, 1:1 conversation, immediate assistance and resolution of issues @LilyHarder of @mintelnews is telling us now! #AADM18 @TargetMktg https://t.co/NIZkfnwdRm
— ((HeatherFletcher))) (@HeatherReporter) June 28, 2018
In fact, Facebook revealed last year that News Feed ads were getting saturated and it would push marketers to consider options beyond Facebook and Instagram, beginning with its Audience Network.
Instagram Marketing for SMBs
Reveal Mobile’s research finds e-commerce marketers are the main advertisers who prefer Instagram, because “the most desired outcome of advertising on Instagram leaned towards selling products online (37%) and building brand awareness (25%), rather than selling products in a store (19%).”
For SMBs, Instagram’s easy to use (42% say that’s why they love advertising there). Plus, they can really target their audiences well (29% name that as the reason they love advertising on Instagram). Seventy-seven percent of respondents use Instagram’s geotargeting capabilities on half of their marketing campaigns.
Facebook Is Still an Ad Behemoth
Facebook recently overhauled its data privacy policies due to public outrage and congressional inquiry into the Cambridge Analytica brouhaha. But it hasn’t diminished use of the social media platform, Handly says.
“With 5 million advertisers on Facebook, the value exchange between users, Facebook, and advertisers is still intact and is re-balancing as the company makes adjustments to its advertising policies and capabilities.
“Facebook remains a primary force for data and ads, with no reason to believe that will change in the near future.”
As for Instagram, Dreamgrow says on Monday that it's got 1 million advertisers, but that 80% of the user accounts are outside of the U.S.
What do you think, marketers?
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