Marketing professionals say that Instagram is set to achieve the highest penetration rate of all the social networks. Does this indicate that companies are looking to diversify their marketing channels?

Marketing: Instagram edging out Twitter?

The use of social networks by marketing departments reached an all-time high this year, with 88.2% of all US companies polled by independent market research company eMarketer stating that they use at least one of the major social networks for marketing purposes.

                            Tableau de pourcentage d'entreprises utilisant les réseaux sociaux dans le marketing

Percentage of US companies using social networks for marketing purposes between 2013 and 2017

The eMarketer report points in particular to the fact that in 2015 32.3% of US companies with over 100 employees ‟will use Instagram for marketing activities…That number will jump to 48.8% in 2016 and to 70.7% in 2017,” say the eMarketer researchers. By comparison, Twitter is forecast to gain only 1.4 percentage points among US firms between 2015 and 2017.

                             Tableau d'en

Percentage of US firms using Instagram and Twitter for their marketing between 2013 and 2017

According to eMarketer, the mature platforms – Facebook and Twitter in particular – have reached saturation point. For example, in 2015, 84.7% of all US companies with over 100 employees used Facebook for their marketing; this is likely to rise to 85.8% by 2017. The fast-increasing adoption rate of Instagram therefore needs to be seen in context. It does however appear to reflect a basic trend – that visual content is playing an increasingly central role in online social network interactions. The indisputable appeal of images to the younger generation is without doubt the main reason so many business enterprises are now flocking to Instagram.

By Charlène Voltat