2018Instagram营销现状报告（英文版）_24页

The State of Instagram Marketing 2018 Summary

Core Content Overview

The State of Instagram Marketing 2018 report provides insights into the evolving landscape of Instagram marketing, highlighting trends, challenges, and opportunities for businesses, influencers, and agencies. It is based on responses from over 3,500 participants and offers actionable tips for optimizing Instagram strategies in the coming year.

Main Trends and Insights

1. Growth and Strategic Focus

• Instagram experienced significant growth in 2017, with a clear trajectory toward surpassing a billion users in 2018.
• There is a renewed focus on business options, including content optimization, ad tools, and influencer marketing.
• Businesses are increasingly using Instagram to drive ecommerce sales, indicating a shift from brand awareness to direct sales.

2. Content Creation and Engagement

• Post engagement (likes and comments) is ranked as the best measure of Instagram marketing success by 81% of businesses.
• Original content and Instagram Stories are the most popular forms of content to be created in 2018, with 74% and 68% respectively.
• Instagram Stories are expected to dominate in 2018, with a 22% increase in usage from 2017.
• Engagement rate is a critical factor in evaluating the success of content and influencer partnerships.

3. Influencer Marketing

• Only 22% of businesses currently partner with influencers on Instagram, but this is expected to grow to over 40% in 2018.
• Micro-influencers are gaining traction due to their higher engagement rates and relatability.
• Engagement is the most important factor for businesses when selecting influencers, while influencers themselves prioritize follower count.
• Disclosure practices are becoming more standardized, with most influencers using hashtags like #ad, #sponsored, or #sponsored to comply with FTC guidelines.

4. Instagram Advertising

• 36% of businesses reported running Instagram ads in 2017, slightly more than influencer marketing.
• Photo ads remain the most popular ad type, but Stories ads are expected to see the most growth in 2018.
• Engagement is the primary metric for evaluating ad success, though video ads and carousel ads are also used to measure traffic and sales.
• Boosting regular posts is becoming a common strategy to increase reach and engagement.

5. Instagram Live

• 22% of businesses used Instagram Live in 2017, but 55% plan to use it in 2018.
• Instagram Live is seen as a valuable tool for product promotion, Q&A sessions, and teasing new launches.
• It also helps with discoverability and can be shared on Instagram Stories post-broadcast.

6. Business and Agency Practices

• Team size is mostly small, with 79% of businesses managing their accounts alone and only 21% sharing responsibilities.
• Job titles are diverse, with 49% being founders/owners and 35% working in marketing.
• Company size is mostly small, with 47% working alone and 28% for companies with 2-10 employees.
• Content budgets vary, with 57% having under $1000 for content creation.
• Planning content is the most time-consuming part of Instagram marketing for 59% of agencies.

Key Recommendations

• Invest in original content and Instagram Stories to improve engagement and visibility.
• Track engagement metrics to understand audience interaction and content performance.
• Develop a clear influencer strategy, focusing on micro-influencers for better engagement.
• Use FTC-compliant disclosure methods to maintain trust and compliance.
• Leverage Instagram Live for real-time engagement and content promotion.
• Utilize Instagram ads to complement organic content and increase reach.
• Consider switching to an Instagram business profile for detailed analytics and performance tracking.

Conclusion

2018 is expected to be a pivotal year for Instagram marketing, with a stronger emphasis on sales, engagement, and content quality. Businesses should focus on developing comprehensive strategies that incorporate Stories, influencer partnerships, and ads to maximize their impact on the platform. With the right tools and analytics, such as those provided by Later, marketers can effectively plan, schedule, and measure their Instagram campaigns for optimal results.