Although restaurants are most likely to have an Instagram profile, the industry’s 31.1 percent presence in that channel is comparatively low to its 87 percent adoption rate of Facebook and Twitter.
Instagram’s low adoption rate is more curious, too, considering the general popularity of social channels. Facebook’s ‘like’ and ‘share’ buttons are seen 22 billion times a day. That’s triple the world’s population. Twitter has 255 million monthly active users, and users watch 6 billion hours of YouTube videos every month.
Where does Instagram fit into a brand’s social presence?
In 2014, brands on Instagram experienced an average of 278 percent growth in followers, the largest of any of the five social platforms tracked. However, Instagram appears to be one of the last social channels that brands add to their strategy. For example, when brands are on three social networks, 12 percent will include Instagram in the lineup. If brands add a fourth channel, the number of brands using Instagram jumps to 37 percent. If five it grows even further, to 47 percent. As a highly visual platform with a large user-base, it’s surprising that more brands are not adopting Instagram earlier.
For brands looking to increase consumer engagement, a well-rounded social presence is vital. A multi-channel social plan can further nuance a brand’s digital reach, and Instagram should be a part of it.