Millions use Instagram, above all people of “Generation Z” (born between 1997 and 2012) and millennials (born between 1981 and 1996) (source: artworx). They cavort there for hours every day – and immerse themselves in extra beautiful worlds away from everyday life. Done correctly, brands and companies can benefit greatly from this, as Instagram users typically network strongly, like to interact and, more and more often, shop Instagram-triggered.
At a glance
These trends will determine what will happen on Instagram in the coming months:
Of course, Instagram does not want to let its competition TikTok overtake it in any discipline. It is therefore not surprising that the TikTok social network adopted the hashtag challenge idea: With a dedicated “Challenge Sticker” launched in April 2020, users in Instagram Stories can participate in hashtag challenges and nominate other users. It’s fun and ensures reach. If you want to get a first impression of current challenges, you can have a look here.
Social Commerce: Instagram shopping as an experience
Instagram Is Already Critical To The E-Commerce Experience.
Instagram users love inspiration – and more and more often they are shopping for the things they like directly via the Instagram app. Instagram strongly encourages and supports that users want and can buy products:
Instagram shopping – photos and videos can be used to shop anywhere in the app
Instagram Shops: Users can shop directly on the pages of their business profile if a shop (individual sales area) has been set up for a brand.
Instagram shopping tags: users can find out more about products using their own tags (stories, feed)
Instagram Discover tab: This is where buyable products from brands and Instagram creators are displayed.
Instagram Collections: Products are presented thematically and more editorially.
Instagram product detail pages: extensive information including a list of all media in which your product is tagged on Instagram – this is how fans see how your products are used.
Instagram Shopping Ads: You can also advertise your shopping posts in a targeted manner.
Instagram Checkout: Users can shop products without leaving the app (beta test in USA).
Shop creators look: Shop inspirations directly (but only possible for selected checkout brands). Also only for selected checkout brands: “Product launches”, a feature that can be used to announce product launches.
Infoposts and Microblogging
Surprise: It doesn’t always have to be just a “picture”! Informative content, also with a little more text, is currently a common content variant on Instagram: Text messages are conveyed in individual bites via carousel posts. Split into several pictures, you can present your topics to your fans in an interesting and entertaining way. Longer “captions” (texts on posts) are also popular. These forms of microblogging are good for showing expertise and also for building a closer relationship with your fans.
Moving images: video content
Video is here to stay. Clearly. Whether in Instagram stories, in the feed, via IGTV or Instagram Live: Users appreciate moving content. This is very simple and can be consumed at the same time, ensures “boredom” and conveys what users and brands want: emotions. Outlook: In the future, the TikTok competition Instagram Reels will also cause a sensation with short clips on Instagram – although the launch time is still unknown.
AR filter – with branding
Users love to integrate amazing effects into their stories. So it is not surprising that more and more brands are making use of entertaining features such as AR filters (Augmented Reality) – especially because it is now open to everyone to create such filters and submit them for use in Instagram Stories (in the past, this was just selected participants possible). “Spark AR Studio” can be used to create your own filters for Instagram Stories. These open up a lot of possibilities and are extremely entertaining for Instagram fans. Brands that use such AR filters creatively will be able to reach users very well with such an enjoyable type of branding. Users can, for example, access and try out such filters in the profile of a provider using their own “filter” icon.
Instagram Stories – top dogs on Instagram
The Instagram story format has become an integral part of everyday social media for users and companies. The ad budgets for Instagram Stories are constantly increasing: At the end of 2019, around 10% of the ad budgets paid to Facebook were already being spent on story ads: People love these short, entertaining sequences – and companies love it when people share their brands, products, and your offer. Stories with video content, interactive elements, and voice score particularly well. According to Facebook, stories with voice support deliver better results than their “silent” counterparts. By the way: With the highlight function, your stories are “saved for longer” (otherwise Instagram stories will disappear after 24 hours, as is well known).
Influencers continue to be an important topic for brands on Instagram – more and more companies are switching to collaborations with so-called nano influencers (these have less than 10,000 followers). One advantage of such influencers is the often very high engagement of their followers.
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