With one month ‘til Christmas, consumers are increasingly turning to Instagram to drop hints about what they want for Christmas (41 per cent) or to gain inspiration when buying gifts for others (57 per cent), according to a survey of 1,000 UK consumers commissioned by digital marketing agency Greenlight.
While Greenlight’s research shows that one in three (30 per cent) users have bought items after seeing them on Instagram, a separate survey of 100 senior UK marketers commissioned by Greenlight reveals that three-fifths (60 per cent) aren’t currently using Instagram as a marketing channel, while just 14 per cent currently run a branded Instagram account.
One in two marketers plan to make use of Instagram in marketing in 2016
As Instagram’s influence grows, over half (53 per cent) of marketers plan to make use of Instagram in 2016. Greenlight found that 29 per cent plan to use Instagram’s recently launched advertising service, while less than a quarter (23 per cent) plan to target consumers via a branded account.
Greenlight found that most marketers plan to use Instagram to increase brand awareness (50 per cent), for brand storytelling (30 per cent), and to drive sales and or loyalty (30 per cent). In comparison, the top reasons why consumers follow brand accounts are access to offers and discounts (51 per cent), inspiration for new purchases (39 per cent), and brand news and announcements (37 per cent).
Useful or informative content is valued most by consumers (49 per cent), while over a third like to see brands share authentic or user-generated images (37 per cent) or interact with their followers (35 per cent), and a further 15 per cent like to see brands re-post or share other user’s photos and video.
One in five marketers to target Instagram influencers next year
In recognition of the increasing influence that popular Instagram users hold over their follower’s purchasing decisions, almost one in five (18 per cent) marketers plan to run influencer engagement programmes aimed at Instagram ‘celebrities’ next year. Meanwhile, almost one in ten (8 per cent) are exploring how they can make greater use of user-generated photos or video.
Furthermore, Greenlight found that 29 per cent of marketers plan to use Instagram advertising to target users and promote posts next year, however, just 23 per cent intend to share photos and videos using a branded account, which suggests that marketers are still getting to grips with the photo sharing social network and its recently launched advertising services.
Andreas Pouros, COO and co-founder at Greenlight, commented: “Gift-giving is always a challenge and sometimes people just need a little hint about exactly what they’re looking for. On Instagram, users curate a profile based on the people, products, brands and images they like and this provides a unique snapshot into their intimate wants and preferences. The sharable nature of this social media platform makes it the perfect channel to understand what loved ones might be hankering for this Christmas. With this in mind, Marketers should, therefore, be using Instagram to encourage ‘hint dropping’ sharing this festive season in order to get stockings filled with the perfect presents!”
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