To get a feel for where Instagram is heading in the coming year, we reached out to social media pros to get their thoughts. As the must-have app for businesses, Instagram is hyper-focused on improving its ads and analytics in the year to come. By offering improved analytics tools, Instagram will continue to focus on creating an easy-to-use experience for all business owners, regardless of their analytics experience. #2: Instagram Overtakes Snapchat Market Share A trend I’ve noticed over the past several months, one I believe will continue in 2017, is Instagram taking over more market share from Snapchat. The biggest difference between the two platforms, beyond being able to do multiple things on a single platform, is in the connection features. Snapchat doesn’t make it easy to connect with others. I’ve seen so many people leveraging the platform in new and creative ways, and using Stories and Live video to create more direct engagement opportunities with their customers and clients. While there’s a lot of power in paid ads on Instagram, given the Facebook data available for use in targeting, there’s still an incredible amount of organic reach and engagement possible. I also expect to see Instagram increasingly embrace marketers and marketing strategies in 2017. One important note about Live videos and Instagram Stories is that you can’t play music that you don’t have the legal right to use on your live videos.
Are you wondering how marketing on Instagram will change in 2017?
The rapid introduction of new Instagram features in 2016 suggests marketers have more changes to look forward to in 2017.
To get a feel for where Instagram is heading in the coming year, we reached out to social media pros to get their thoughts.
#1: Instagram Analytics Data and User Experience Will Improve
Today, over 48% of brands are on Instagram and it’s estimated that number will rise to more than 70% in 2017. As the must-have app for businesses, Instagram is hyper-focused on improving its ads and analytics in the year to come.
It’s expected in 2017 that Instagram’s mobile ad revenues will reach $2.81 billion. How will they do it? By offering improved analytics tools, Instagram will continue to focus on creating an easy-to-use experience for all business owners, regardless of their analytics experience.
Currently, business owners have access to analytics that evaluate impressions, reach, engagement, and audience. But I anticipate that Instagram will grow the breadth and types of analytics for business owners.
Here are a few other predictions I have for Instagram in 2017:
- Instagram Live video will be savable for 24 hours.
- Instagram Stories will get more filter options, a wider rollout for clickable links, and integration with Hyperlapse and Boomerang.
- Saving drafts will include the ability to store drafts in organized subfolders – a huge bonus for business owners.
- The Reply feature will be improved and tucked under the original comment.
- Shoppable tags will roll out to a wider group of users.
Sue B. Zimmerman is the #instagramexpert and creator of the online Instagram course, Ready Set Gram.
#2: Instagram Overtakes Snapchat Market Share
A trend I’ve noticed over the past several months, one I believe will continue in 2017, is Instagram taking over more market share from Snapchat. While Snapchat Stories let you give your audience an inside look at your business and your life, when Instagram came out with InstaStories, they made it so easy to do multiple things on a single platform.
The biggest difference between the two platforms, beyond being able to do multiple things on a single platform, is in the connection features. Snapchat doesn’t make it easy to connect with others. On Instagram, however, you can easily connect with Facebook friends and followers, in addition to being able to search for friends and those you want to follow.
The best way for marketers to adapt is to start using Instagram for all that it offers instead of spreading yourself too thin on multiple platforms. Start using InstaStories to share behind-the-scenes stuff with your audience that would add value to their day, while at the same time letting them get to know, like, and trust you more. All the while, you’ll be building meaningful connections with your followers!
John Lee Dumas is the host of EOFire, an award-winning podcast where he interviews today’s most successful entrepreneurs 7 days a week.
#3: Use of User-generated Content Becomes More Common on Instagram
In 2017, we’ll see more of a shift towards user-generated content (UGC). Smart brands, especially in tourism, are tapping into fan content through hashtags and community-driven campaigns. I’m sure we’ll see more account “takeovers” too, especially with live and disappearing content like on Instagram and Snapchat.
Marketers can set themselves up to leverage this shift by putting in place systems to allow them to share UGC easily (and legally). The problem is that Instagram doesn’t have a clear “share” function, so permission is often implied, even though it may not strictly hold up if challenged.
Tools like Tack can help brands systemize the process of legitimately requesting and approving permission to post fan…
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