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Marketers, Stop Hesitating and Start Embracing Instagram

by Bob Sybydlo  |  
July 17, 2015

What's most impressive about Instagram's billion-dollar story is its rapid ascension among today's most popular apps. In just four years, Instagram has attracted about 300 million users.

Consumers love Instagram, but brands have been hesitant to accept the platform. Only 23% of brands currently have an Instagram presence, according to a recent study completed by Yesmail using its Market Intelligence Tool.

However, Instagram's highly visual platform, growing user base, and unique photo-sharing features can help brands drive reach and engagement.

Marketers should include Instagram as an integral component of their social marketing strategies. Here's why:

Community-Driven Features

One of Instagram's most exciting aspects is its photo-sharing interconnectivity. With millions of users and 70 million photos shared daily, the platform's network is extensive. Brands can use Instagram to connect consumers to their products.


Through branded hashtags and real-time uploading capabilities, Instagram allows customers to tell a brand's story. For example, Nike, Instagram's most popular brand, has curated a deeply personalized message around #nike.

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Bob Sybydlo is director, Market Intelligence and Deliverability, at Yesmail, an enterprise email marketing provider.

LinkedIn: Bob Sybydlo 

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  • by accarrino Fri Jul 17, 2015 via web

    Instagram is great for visual messaging, but until Instagram allows links in photo descriptions (not just Carousel ads), it will never really be useful for most brands. most of my clients don't care about hearts, followers or comments. they have a call to action and want to measure leads and where click-through traffic is coming from. it's much easier to show ROI with other platforms that allow links like Twitter and Facebook. until Instagram allows links, it will just be an experimental add-on to existing campaigns for most marketers.

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