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What are the trends of companies that succeed in using Instagram and companies that fail, as found in a survey of 279 companies? (Researched by Tete March Co., Ltd.)
Advertising on SNS is important for a company to continue to grow. What is attracting attention is the usage status of the community “Instagram”, which had over 33 million accounts in 2019. An increasing number of companies are using Instagram, a service primarily for posting and editing photos and videos, as a promotional tool to promote their own marketing and increase awareness of their services.
However, there are many companies that are actively working on this but are not seeing any results.
What is the difference between companies that are able to see the results of advertising through Instagram and those that are not?
Based on the responses to a survey of corporate SNS managers, we investigated and analyzed the necessity of corporate advertising on Instagram and the points for efficient use.
What is your budget for Instagram?
Instagram is used by companies in various industries for advertising activities. The number of companies taking this initiative has increased, and it can be seen that it has achieved rapid growth since 2018. In 2020, nearly 90% of companies answered that their budget for Instagram has remained the same or has increased. This is probably because they feel that Instagram is necessary for their company’s marketing activities. The results showed that they were willing to take an active role.
So, how effective are the advertising effects of Instagram, which companies have decided to invest in and continue using? The survey results are as follows.
What is the effect of Instagram?
The above chart summarizes how much budget is invested in Instagram and how many companies are realizing the effects.
For both operating companies and agencies, the results showed that increasing the budget does not necessarily mean that the effects will be felt.
Even if you keep your budget low, or even if you increase it to a certain extent, you probably won’t feel any real sense of success.
Even for companies that started investing in Instagram early, the timing of when they started using it or the length of time doesn’t seem to have an impact on its effectiveness.
What are the results that companies perceive/purpose of utilization?
Since 2018, many companies have incorporated Instagram into their markets, but what kind of results are they seeing?
From the chart above, we can see the degree of realism in terms of the number of saves after posting and the number of link clicks on the Stories feature (shared for 24 hours only). It can be said that it is an evaluation metric unique to Instagram.
In addition, the purpose of use included campaigns and advertisements with easy-to-understand cost-effectiveness. It is important to appeal to your company’s difference from other companies by implementing original measures and make your brand memorable on Instagram.
It is of course possible to do in-house advertising at a lower cost, but it is also important to aim for even greater effects by requesting full-scale live streaming from an agency.
summary
In order to see results from Instagram, it is important to clarify the purpose and goals of using it. By continuously measuring numerical values, you can focus on reviewing and improving issues, which will lead to a real sense of the effects. In addition, it is important to not only pay attention to your own company’s account, but also regularly check the accounts of your competitors and be aware of the latest information and algorithms in order to differentiate yourself.