2018 Instagram营销现状报告（英文版）.pdf

1The State of Instagram Marketing2018A Marketing Report by Later1Instagram saw massive growth in 2017 and is well on track to reaching over a billion users in 2018. In 2018, were going to see a renewed focus on the platforms business options, including new ways to optimize your content performance, even more ad options and tools (were looking at you, Instagram Stories), and an even bigger focus on influencer marketing. In order to get ahead, its important for businesses to have a thorough understanding of the Instagram marketing landscape and measurable insights into what works and what doesnt. In our State of Instagram Marketing 2018 report, we collected responses from over 3,500 businesses, influencers, and agencies in order to provide a comprehensive look at the current and future state of Instagram marketing.We asked Later users to give feedback on a variety of topics everything from Instagram ads to influencer marketing. The result is a report filled with actionable tips, insights, and best practices for how Instagram marketers can achieve their goals in 2018.2ABOUT LATERLater is the #1 marketing platform for InstagramWith Later you can schedule Instagram posts, plan your Instagram feed, curate user-generated content, optimize your posts with analytics, and more!Try Later for Free!3From consumer products to events & entertainment, Instagram marketers come from a diverse array of industries and backgrounds.Team Size: 1-5 79% report that they manage their Instagram account(s) alone, while 21% share the responsibility with 2-5 people.Job Title: Countless49% report being a founder/owner, while 35% work in marketing. Other popular departments for Instagram marketers include product, sales, operations, customer experience, and customer supportpany size: Mostly Small47% report working alone, while 28% work for companies with 2-10 employees. Only 8% work for companies with over 100 employees. Consumer Products30%Ecommerce11%Media & Publishing9.5%Other8.3%Photography & Art7.3%Marketing, PR & Advertising6.4%Non-Profit5.2%Travel & Tourism4.6%Education4.5%Events & Entertainment2.6%Medical & Healthcare2.3%IT & Services1.9%Health & Wellness1.9%Fashion & Beauty1.7%WHO INSTAGRAM MARKETERS ARE479%Today, businesses prioritize follower engagement and loyalty over brand awareness. And more businesses are finding success using Instagram to drive ecommerce sales.As more businesses use Instagram to connect with customers, brand strategy has expanded to include new goals and KPIs. While 2017 saw a big focus on increasing brand awareness, 2018 could finally be the year that Instagram goes mainstream as a sales channel, with more businesses than ever before focusing on Instagram advertising, influencer marketing, and product promotion. Driving ecommerce sales grew by 12%Connecting with influencers grew by 16%Advertising to potential customers grew by 7%Trending GoalsINSTAGRAM MARKETING GOALS What are your goals for Instagram marketing in 2018?Increasing follower engagement & loyaltyIncreasing brand awarenessBuilding a more engaged community72% 64%54%Showcasing products & servicesAdvertising to potential customersDriving more ecommerce sales48% 38%581% of businesses report that post engagement is the best measure of Instagram marketing success.While follower count and referral traffic are both important, post engagement wins top spot for a reason, and it has to do with the Instagram algorithm. When a post receives a ton of likes and comments, this signals to the Instagram algorithm that its quality, engaging content, and it gets shown it to more users. If you can optimize the engagement rate, you increase the chances of getting more eyes on your Instagram posts. Engagement affects the visibility of your Instagram contentEngagement can tell you how well your content resonates with your audienceHigher engagement impacts your ROI Why Engagement WinsHow do you measure success with Instagram marketing?81%by Post Engagement66%by Follower Countthe number of comments and likes on poststhe number of people following your account39%by Referral Trafficthe number of clicks on link in Instagram bio34%by Conversionsthe number of sales or signups from InstagramINSTAGRAM MARKETING SUCCESSWhile engagement outdid follower count as the best measure of Instagram marketing success, most businesses rank growing their follower count as their biggest challenge. 6Businesses are investing more in original content and Instagram Stories than other forms of Instagram content.What types of content does your business plan to create more of in 2018?74%Original Content68%Instagram Stories48%Instagram Videos39%Instagram Contests & Giveaways36%Instagram Ads31%User-Generated Content24%Sponsored Instagram Posts21%Instagram LiveBroadcastsINSTAGRAM CONTENTLeveraging user-generated content on Instagram might save you time and money, but more businesses are investing in original content than anything else. Unsurprisingly, Instagram Stories ranked as the second most popular form of Instagram content. Since it was first released in August 2016, the feature has blown up in popularity, giving businesses a new, effective, and free way to connect with their followers.Later TipIf you thought that Instagram Stories was popular in 2017, just wait until you see whats ahead. If you havent already, we (seriously) recommend building an Instagram Stories strategy with clear objectives and measurable results.7In 2018, you can expect Instagram Stories to continue to dominate, with new features to keep users engaged (and new tools to help brands plan and schedule Stories).Takeaway Theres no denying that 2017 was the year of Instagram Stories. Instagrams copycat version of Snapchat may not have as many features or filters, but in 2017 it quickly reached over 300 million daily active users, which is double the size of Snapchat.Using Instagram Stories for business is now an essential part of your Instagram marketing strategy. But the real trend for 2018 will be using Stories to reach new audiences. And while Instagram Stories ads are still relatively new (released in March 2017), we expect to see major growth for this ad type. Need help with your Instagram Stories strategy? Check out our Ultimate Guide to Instagram Stories for Business.Do you plan on creating more Instagram Stories in 2018?Businesses that dont currently use Instagram Stories24% No76% YesBusinesses that currently use Instagram Stories4% No96% YesINSTAGRAM CONTENT?8More businesses are using Instagram Stories to promote their products and/or services, and build an engaged community. What are your focus areas for Instagram Stories in 2018?HOW BUSINESSES USE INSTAGRAM STORIESEven among businesses that have special reason to use Instagram Stories to drive sales, the feature is still generally perceived (and used) to promote products rather than to sell them. This could change as Instagram adds more conversion-focused capabilities, but for the time being, your focus should be on driving traffic to your website, blog, or product pages.Promoting our products and services64%Building a more engaged community63%Sending traffic to our website47%Showing our company culture & values43%Sharing demos & tutorials33%Gathering follower feedback32%Limited time promos26%Driving more ecommerce sales25%Sharing company or industry news23%Takeovers & guest hosting15%Later TipIn 2017, Instagram introduced a new feature for businesses with 10,000 or more followers to add clickable links to their Instagram Stories. While there are a number of ways for businesses to drive traffic with Instagram Stories, if you have access to this feature we definitely recommend using it. Need some help with this? Here are 5 Ways to Drive Traffic with Instagram Stories.?9Measuring the performance of Instagram Stories isnt a priority for businesses at the moment, but as the platform evolves in 2018, youll want to start tracking your Stories analytics too.Takeaway Despite its growing popularity, few businesses are tracking and measuring the performance of their Instagram Stories. It could be that story engagement simply isnt as tangible as referral traffic or follower count. But in any case, establishing clear goals and KPIs for your Instagram Stories content is important if you want to get the most from the feature. Switch to an Instagram business profile. If tracking your story engagement doesnt have you biting at the bit, consider switching to an Instagram business profile for more in-depth metrics. Along with impressions and reach, you can also track your Stories exits and replies from the past two weeks.Track your clicks. If your Instagram account is verified, or if you have over 10,000 followers and an Instagram business profile, you can easily add links to Instagram Stories that users can visit by just “swiping up” on the screen. But because Instagram Stories analytics dont currently track URL clicks, in order to measure your traffic and conversions, youll want to use a link that is tracked separately in Google Analyticsparing how businesses measure success with their Instagram marketingPost Engagement Story Engagement81%24%INSTAGRAM STORIES METRICS10Only 22% of businesses currently partner with influencers on Instagram, but it could grow to over 40% in 2018.Despite the low figures, Instagram influencer marketing is poised to become a key strategy to promoting your business and products on Instagram. In particular, we expect to see major growth in 2018 with micro-influencer marketing, which has shown to yield better results for businesses. According to Collectively, micro-influencers reported 15-75% growth in 2017.Why?Influencers with a smaller following tend to retain higher levels of engagement than top-tier influencers Micro-influencers are more like everyday consumers, so they tend to be very relatable and trustworthyMicro-influencers can create valuable content for your brand at little to no costHow many Instagram influencers are you currently working with?Under 1071%16%6%4%1%2%10-2525-5050-100100-250250 +of businesses that currently partner with influencers on Instagram plan to partner with more influencers in 2018. 86%INFLUENCER MARKETING11Influencer marketing is used mainly to increase brand awareness and reach new targeted audiences. 79%of influencers measure the success of their sponsored posts by how much engagement they receive95%of influencers repost Instagram as their favorite social media platform to work on74%65%of influencers report creating under 5 sponsored posts or Instagram Stories per monthof businesses that partnered with influencers on Instagram in 2017 plan on increasing their influencer marketing budget in 2018. Later InsightFinding the right influencers for your marketing campaign can be a big challenge, but creating clear goals helps. For example, if your goal is to rack up a lot of engagement, it might make sense to parter with micro-influencers with smaller audiences but higher engagement rates. If youre trying to increase your brand awareness, metrics such as reach and traffic will be more useful. Some of the more common performance metrics you can use for measuring the impact of your influencer marketing are:Engagement rate: likes, comments, sharesBrand sentiment: how people are talking about your brandTraffic: customers visiting your websiteSales: conversions and revenues generatedHOW BUSINESSES USE INFLUENCER MARKETING1279% of businesses rank engagement as the most important factor when evaluating who is an ideal influencer.When an influencer has a high engagement rate, it means their followers are paying attention and taking action on their content. Thats why most businesses (and Instagram agencies) use engagement to evaluate who is an ideal influencer. Organic reach directly translates into engagement and ROI (return on investment). But keep in mind that engagement isnt everything. When evaluating an influencer, its best to look at several factors.Later TipsGenerally, you want to see an engagement rate of 2 3% on influencers posts. A ratio of 4 6% is excellent, while posts in the high tens and twenties are considered “viral.”What are some of the factors that impact who you consider to be an ideal influencer?Engagement79%Quality of FollowersIndustry or NicheNumber of FollowersBudget RequirementsLocation70%67%56%46%33%HOW BUSINESSES VALUE INFLUENCERS1373% of influencers rank number of followers as the most important factor that businesses take into consideration when determining how much to pay for a sponsored post.While businesses rank engagement as the most important metric for evaluating who is an ideal influencer, influencers themselves view number of followers as more important. Whats interesting about this is that engagement rate tends to decrease as follower count grows. Influencers with fewer followers often retain higher engagement rates on their posts, while influencers with large audiences tend to see decreased engagement rates and less direct communication with their followers.What are the biggest factor that businesses take into consideration when determining how much to pay for sponsored posts?HOW INFLUENCERS PERCEIVE THEIR OWN VALUENumber of Followers73%Quality of Followers44%Budget Requirements28%Others2%Engagement66%Industry or Niche32%Location16%1477% of businesses report giving free products and/or services in exchange for sponsored posts, while flat rate is the second most popular form of compensation.Among businesses that pay for sponsored Instagram posts, 66% report that they pay under $250 per post, while 27% pay between $250 and $1000. We compared this data with what influencers themselves report charging for sponsored Instagram posts and found a strong correlation between the two. $3000-$5000 $5000-$10000$10000-$20000 $20000-$50000+$0-$25066%84%INFLUENCER COMPENSATIONOn average, how much do you pay per sponsored Instagram post?How much do you charge per sponsored Instagram post?$250-$100027%13%$1000-$30002%4%1%1%1%0%1%0%15With the recent spat of FTC crackdowns on Instagram partnerships, discussion around disclosure reached new heights in 2017. The good news is that most influencers have adopted the FTCs rules around disclosure of sponsored Instagram posts. How do you disclose your sponsored posts on Instagram?FTC-approved disclosure is becoming an industry norm. According to the FTC, the only the only FTC-compliant hashtags are #sponsored and #ad. However, you can also disclose your partnerships by using a unique partnership hashtag. All three are commonly used by influencers today.Influencers are beginning to use Instagrams built-in disclosure feature. 12% of influencers reported using Instagrams new paid partnership feature which may or may not comply with the FTCs endorsement guidelines. Influencers who dont disclose have usually worked for a shorter amount of time. Most of the influenc