By Adam Fraser
Instagram is truly motoring. In stock markets they often say “the trend is your friend” and the momentum is absolutely with Instagram at the moment.
The platform recently announced it had exceeded 700m users. It has almost doubled its user base in only 2 years, and its rate of growth is actually increasing when looking at the time taken to add each incremental 100m users:
- October 6, 2010 – Launch
- February 26, 2013 – 100 million; 28 months
- March 25, 2014 – 200 million; 13 months
- December 10, 2014 – 300 million; 9 months
- September 22, 2015 – 400 million; 9 months
- June 21, 2016 – 500 million; 9 months
- December 15, 2016 – 600 million; 6 months
- April 26, 2017 – 700 million; 4 months
Its importance as a social network continues to grow as it evolves, regularly adds new features and further encroaches on Snapchat’s territory, whilst maintaining its original value proposition as an easy to use and creative, thoughtful, visual environment. Users of Instagram stories alone have surpassed 200m thus exceeding the total user base of Snapchat, whilst its direct messaging platform Instagram Direct has over 375m monthly users.
The growing interest and focus on influencer marketing is closely tied to the world of Instagram. Commercially the benefits are flowing through to Facebook, with Instagram having more than 1m active advertisers.
As a marketer, this is a platform not to be ignored. Always mobile first at its core, it seems to have balanced the focus on its core value proposition, whilst innovating enough to remain fresh and interesting. In the hurly-burly of the fast moving digital world, it has somehow remained a calmer, and higher quality, content environment in stark contrast to the ‘buy now’, neon flashing lights characterised by so many other digital properties,
Whether thinking about social listening, social customer service, building brand equity or executing paid campaigns, Instagram deserves active consideration.