According to recent reports, Instragram has become the most popular social media platform for advertisers. In the case of marketers, it is simply a matter of following the crowd as Instagram continues to show impressive growth among millennials. Questions of the platform’s popularity have arisen out of a fear that it might be temporary but there is a good reason to believe that its safe to makeInstagram Influencers a critical part of your media plan.
Consider the following habits of younger audiences and you’ll understand why:
1) Millennials love ad-blockers.
When nearly Two out of every Three millennials are using an ad blocker to escape ads, traditional digital display ads show little value in reaching an audience. There never has been more animosity towards display campaigns or pre-roll videos, and while there needs to be a balance between advertising and free content, audiences are going to find more ways to tune out advertisers that are not engaging them.
2) Social Media Stars are not household names, but they are effective.
Today’s hottest commodities online are not the big names that you seen on film or television. It’s okay if you don’t understand the appeal in names you have not heard of before. However, if you underestimate them, you are turning your back on a resource that millennials trust more than celebrities and, according to one survey, is 10 times more likely to drive in store purchases.
3) Cord Cutting is not a trend, it’s the future
If you are still under the impression that advertising dollars are better spent on television, be aware of how rapidly viewing habits are changing. The Cord Cutting movement is continuing to get popular as cable companies lose customers over high-priced cable packages and the proliferation of streaming television. Not even counting DVR, the chances a commercial gets viewed is lower than ever before and not an efficient use of advertising dollars.
This is where Instagram Influencers come in because they are not just more trusted by their massive followers, but also individuals that are not viewed as salesman. The products they discuss are products they genuinely believe in and are passionate about even if a post is positioned as a sponsorship. Digital advertising is going through difficult changes, but as Instagram Influencers show, if an audience is engaged, they will still be open to learning more about products eventually purchasing themselves.
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