Although the dominance of TikTok continues to rise, the truth is that for brands, Instagram will remain a fundamental platform for the following year.
We are talking about an already consolidated social network that on more than one occasion has proven to be a key piece for the positioning and business of brands.
It is enough to review some of the numbers that revolve around influencer marketing, a discipline that grew at the same time that Instagram did.
Estimates indicate that Instagram’s advertising revenue will grow exponentially over the next few months.
Figures provided by Statista indicate that by the end of 2020, the social network owned by Facebook generates advertising revenue that will reach $ 22 billion.
The number takes a more interesting reading if you consider that they are 16 billion more than it registered during 2018.
From different angles, the platform has sought a way to promote this business, where capitalizing on the popularity of some of its formats has been one of the most prominent fields of action.
In this sense, what happens with Stories is obvious, a format that, in addition to having a special place in the habits of subscribers to the social network, is already an interesting source of income.
When speaking in a particular way about what happens with this content format, we have that data provided by the social network itself indicates that 500 million accounts Instagram users use Stories every day, with which it is estimated that by advertising this content format could generate more than 2 billion dollars according to Nomura data.
To a large extent, these figures respond to the growth of influencer marketing throughout the world.
Recent studies indicate that the influencer marketing industry will have a value 10 billion dollars By 2020, this is thanks to 43 percent of marketing teams experimenting with influencer marketing actions to define the real value they bring to their brand.
In the midst of a context in which BTL activities, point-of-sale promotions and spectacular ones, among others, lose ground to the isolation measures imposed by health authorities in different markets around the world, these advantages seem to gain weight. the eyes of the marks.
Faced with the pandemic, brands see influencer marketing actions as an important lifeline that allows them to maintain contact with their audiences even when the norm indicates keeping their distance.
This is revealed by a recent survey signed by BrandMe, which indicates that 87 percent of brands are betting on influencer marketing to deal with the coronavirus.
With these prelude figures, it is clear the role that Instagram will play during the next twelve months, so it is a priority to know the trends that will dictate the direction of this social network.
In this way, the trends they deliver from the blog of Later on the trends that will dictate the future of Instagram, of which we share the 5 most important:
Tools focused on e-commerce
During this year, Instagram managed to consolidate certain tools to have a more leading role in the world of online sales.
From Instagram Shopping, to “shoppable posts”, “live shopping” and direct “checkout” on the social network, resources on the matter are growing.
During the following year, not only will these tools grow but they will be accompanied by new ones that manage to convert followers into buyers for brands.
Short videos, the kings
During 2020, there is no doubt that the most popular social network was TikTok and for Instagram this phenomenon resulted in the need to issue a quick response that came from Reels.
With this launch, it is very likely that during 2021, the conversation on Instagram will turn around these short videos. It is expected that by the following year, Instagram will extend the duration of the reels up to 60 seconds and will further customize the algorithm with the focus on this functionality.
Diversity and Inclusion Fund
Although the above has a lot to do with the way in which the messages will be delivered, the truth is that when it comes to the background of the publications, diversity and inclusion will play a key role.
We talk that Instagram will be the next great place where these topics will find a way out; social activism will be part of the DNA of the social network.
Instagram as microblogging
Long, content-rich captions are growing on Instagram. It is estimated that these longest counted have doubled from 2016 to 2019.
This trend will make Instagram a new microblogging, an aspect that will be reinforced with the recent introduction of Instagram Guides.
Brand activations and virtual events
With physical events canceled and still affected by the effects of the coronavirus, the number of events and lives on Instagram will continue to rise.
This social network could become the next great platform for this type of action, which has proven to be efficient in boosting business in times of crisis.
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