The report was based on data from an online survey conducted between October 27, 2016 and October 31, 2016 of 1,402 owners of small businesses in a wide range of different industries.
Just over three-quarters (76%) of the small business owners surveyed say they do not use Instagram to market their products or services.
Small business owners who do not use Instagram to market their firm say that's because they don't know how (39% cite it as a reason), they don't use social media in general (33%), they don't think their customers use it (21%), they don't see any value in using it (7%), or they don't have time (5%).
Small business owners who do use Instagram say they use to reach new customers (91% cite as a goal), show their company's values (41%), support their community (41%), engage existing customers (33%), provide customer service (31%), and promote sales/specials (28%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji