Instagram observed 200,000 advertisers within the five months since making its self-serve ad platform global. While it acquires more advertisers than Twitter which had 60,000 advertisers at the end of the year 2014 and reached 130, 000 advertisers in the fourth quarter, it is still way too far from its parent company Facebook which has 2.5 million active advertisers.
Instagram is achieving a lot of its parent company which already has 2.5 million advertisers, a broad base of engaged audience and its audience demographics skew younger. Furthermore, the Facebook’s integration of Instagram ad purchasing with its ad buying tools is playing a major role in enabling the Instagram to attract new advertisers.
However, the Instagram’s audience are also responsible for taking this platform to the next level of success. Users are getting interested and highly engaged with the content of the platform. According to a study of Forrester research, users are ten-times more engaged with the brands on Instagram than on Facebook and 84 times than on Twitter. Moreover, Instagram has also brought this into focus that 75% of Instagram users come into action after getting encouraged by Instagram post, which consequently highlights the effectiveness of ads.
Additionally, in Piper Jaffray’s semiannual survey of American teens, it is found that one-third of teens are more interested in Instagram than in Twitter and they consider Instagram as their most important social network. Only 20% showed interest for Tweeter. And, the time spent of users in both the platforms revealed a huge gap between both the platforms. When 45% responded that they spend most time using Instagram, only 28% responded for Tweeter.
The advent of Instagram in recent past and attaining such high advertisers’ base is the surprising part. A survey from eMarketer indicates that 32% of US businesses had utilized Instagram in 2015 when 66% of businesses were already on Twitter and 85% were on Facebook. eMarketer proclaims that the percentage of US businesses on Instagram is prone to reach almost 71% this year, leaving Twitter behind. With the more businesses join Instagram, the number of advertisers will likely to grow.