Research commissioned by Facebook IQ has shown that Instagram drives sales. What elements of it influence consumers and their decisions? What are they looking for in the application?
Instagram is an application that allows users to discover not only new content and accounts but also brands. This is a place where we can look for inspiration from both our friends and bystanders and on profiles that allow direct in-app purchases. What's more, users also share their new acquisitions in Stories and often mark brand profiles with them. How can companies take advantage of this type of situation?
A positive image of brands on Instagram
Facebook IQ has conducted two surveys on people who regularly use Instagram. They revealed that the application drives sales. Already 54% of respondents declared that they made a purchase at a given moment or after seeing it on Instagram.
As checked, companies present in the application can make a positive impression on potential customers. The surveyed rated current Instagram brands as popular (78%), creative (77%), funny (76%) and relevant (74%). What's more, there have even been voices that if the brand is not currently on Instagram, it is skipped, and Instagram is a platform that allows you to build a real brand.
Searching for inspiration and news
Instagram currently plays a key role in every stage of the purchasing process. Users use it to discover what's gaining popularity, look for products before buying, and decide if they want to make a purchase. Each of these steps is a chance for marketers to touch on actions. 83% of respondents indicate that the application allows them to discover new products or services, 81% declare that it enables research on products or services, and for 80% it is supported in deciding whether to buy a product or service.
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