2018_Instagram营销现状报告（英文版）_22页_953kb

The State of Instagram Marketing Summary (2018)

Core Content Overview

The document provides an in-depth analysis of the state of Instagram marketing in 2018, highlighting key trends, challenges, and strategies for businesses and agencies. It emphasizes the shift from brand awareness to engagement and sales, the growing importance of Instagram Stories, and the increasing role of influencer marketing and Instagram ads.

Main Industry Breakdown

Instagram marketers come from a wide range of industries, with the following distribution:

• Consumer Products: 30%
• Ecommerce: 11%
• Media & Publishing: 9.5%
• Other: 8.3%
• Photography & Art: 7.3%
• Marketing, PR & Advertising: 6.4%
• Non-Profit: 5.2%
• Travel & Tourism: 4.6%
• Education: 4.5%
• Events & Entertainment: 2.6%
• Medical & Healthcare: 2.3%
• IT & Services: 1.9%
• Health & Wellness: 1.9%
• Fashion & Beauty: 1.7%

Team Structure and Responsibilities

• Team Size: Most businesses (79%) manage Instagram accounts alone, while 21% share the responsibility with 2-5 people.
• Job Titles: 49% are founders/owners, 35% work in marketing. Other roles include product, sales, operations, customer experience, and customer support.
• Company Size: 47% work alone, 28% for companies with 2-10 employees. Only 8% work for companies with over 100 employees.

Key Marketing Goals for 2018

The top goals for Instagram marketing in 2018 include:

• Increasing follower engagement & loyalty: 79%
• Increasing brand awareness: 72%
• Building a more engaged community: 64%
• Showcasing products & services: 54%
• Advertising to potential customers: 48%
• Driving more ecommerce sales: 38%

Trending Goals

• Driving ecommerce sales: Increased by 12%
• Connecting with influencers: Increased by 16%
• Advertising to potential customers: Increased by 7%

Measuring Success

The most common metrics for measuring Instagram marketing success are:

• Post Engagement: 81% (likes, comments)
• Follower Count: 66%
• Referral Traffic: 39%
• Conversions: 34%

Engagement is seen as the most effective indicator of content quality and reach, as it signals to the Instagram algorithm that the content is valuable.

Content Creation Trends

• Original Content: 74% of businesses plan to create more
• Instagram Stories: 68%
• Instagram Videos: 48%
• Instagram Contests & Giveaways: 39%
• Instagram Ads: 36%
• User-Generated Content: 31%
• Sponsored Instagram Posts: 24%
• Instagram Live Broadcasts: 21%

Original content and Instagram Stories are the most popular forms of content, with the latter becoming a crucial tool for businesses to connect with their audience.

Instagram Stories Insights

• Stories dominate in 2018, with new features expected to enhance user engagement.
• Only 22% of businesses currently use Instagram Stories, but this number is expected to rise.
• Businesses using Stories often focus on promoting products rather than selling them directly.
• Clickable links in Stories are available for businesses with 10,000+ followers.
• Tracking performance is not a top priority yet, but it is becoming increasingly important.

Influencer Marketing

• Only 22% of businesses currently partner with influencers, but this is expected to grow to over 40% in 2018.
• Micro-influencers are becoming more popular due to higher engagement rates and lower costs.
• 79% of businesses consider engagement as the most important factor when choosing influencers.
• 73% of influencers say number of followers is the most important factor businesses consider when determining payment for sponsored posts.
• 77% of businesses pay with free products/services, while flat rate is the second most common.

Instagram Ads

• 36% of businesses ran Instagram ads in 2017, slightly more than influencer marketing.
• Photo ads remain the most popular ad type, but Stories ads are expected to grow significantly.
• Video ads are the best for driving traffic, while carousel ads are best for driving sales.
• Engagement is the most important metric for evaluating ad success, though other metrics like traffic and sales are also used depending on the ad type.

Instagram Live

• Only 22% of businesses used Instagram Live in 2017, but 55% plan to use it in 2018.
• Instagram Live is valued for its flexibility, discoverability, and post-broadcast sharing via Stories.

Instagram Agencies

• 85% of Instagram agencies manage between 1 and 10 accounts.
• 55% of agencies manage accounts alone, while 43% share the responsibility with 2-5 people.
• 66% of agencies work in marketing, 24% are founders/owners.
• Content planning is the most time-consuming part of Instagram marketing for 59% of agencies.
• Content budgets vary, with 57% under $1000, 21% between $1000-$5000, and 21% over $5000.

Key Takeaways

• Engagement is the most important metric for Instagram marketing success.
• Instagram Stories is becoming a central part of marketing strategies, with expected growth in usage and ad integration.
• Influencer marketing is on the rise, especially with micro-influencers.
• Instagram Live is gaining traction as a valuable tool for content and promotion.
• Instagram ads are evolving, with a focus on boosting organic posts and leveraging Stories for sales.
• Content planning and creation remain time-intensive but essential for success.
• Tracking engagement and performance is crucial for optimizing Instagram strategies.