Having a social media presence as a brand today is invaluable. It can expand your reach and drive your business in ways never before possible.
To have success on social media, you don’t need to be on every single site. Actually, you really need to put your time and effort into one site. With all your energy focused on one platform, you’ll see the best results.
So what platform should you pick? While you should choose based on your goals and target audience, I believe it’s hard to go wrong with an Instagram account.
Why Instagram?
Each site has its benefits. Facebook has groups with strong supporters, YouTube is a great way to showcase longer content, and even Snapchat holds great appeal with a younger demographic. Instagram, however, is almost a jack-of-all-trades platform that can be leveraged in many ways.
Who Uses Instagram?
According to Sprout Social, Instagram has 182 million users in the United States alone and 3 billion monthly active users. A majority of Instagram users are Gen Z and Millennials. 33.3% of users are in the 25-34 age range and 29.7% in the 18-24 age range, followed by the 35-44 range with 17.4%.
Globally, more men use Instagram, but the split is relatively even, with 52.5% identifying as male. The Pew Research Center says 58% of US Instagram users have earned a college degree. They also found that users located in suburban and urban areas are pretty evenly split at 55% and 54%, respectively.
Instagram is home to 65% of consumers, making the platform “one of the most widely adopted social platforms across generations.” The platform drives an engagement rate of 0.50% according to Social Insider, higher than all the other big sites. 60% of Instagram’s users regularly interact with branded content, with 29% of them making purchases.
Instagram’s Diversity of Content
Instagram provides users with a plethora of content types to choose from. This is great for brands because it allows them to tailor to their target audience and receive the best possible response.
Content types on Instagram include:
Each of these different content types allows users to reach their audience in different ways. Carousels were found to be the most engaging, while users spend 50% of their time on Instagram watching Reels.
500 million people use Instagram Stories daily, which have built-in widgets like polls and countdowns that can drive interactions. They’re a great place for time-sensitive posts and keeping up with your audience in smaller ways.
Channels provide opportunities for brands to interact with their audience through DMs. They deliver insider/behind-the-scenes information straight to anyone who signs up.
Brands of all shapes and sizes can find social media success on Instagram. They provide their users with a variety of resources and are a place where marketers can find almost any target audience. So, if you’re looking for a foundation to start growing your brand’s social presence, Instagram may just be the place to go.
Life: Designed 
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