Is Instagram important for retailers? With loads of social media options to choose from, here's what I think about this question.
Despite being an avid user of social media for many years, I’ve been relatively late to joining the Instagram party. I registered my account names early on, but it’s only been this year that I’ve actively started using what for many in our industry is a daily habit.
When YouTuber, Noodlerella, recently told me that Instagram was essential to the growth of her YouTube channel I realised I could ignore it no longer. I set up @JeremyCorner on Instagram the next day and grew my followers to 150 within 24hrs. What shocked me most was that my first post gained likes from over a third of these. This level of engagement is massive compared with other social platforms.
What’s been particularly interesting is the number of retailers and publishers actively using the platform. It’s massively popular and reminds me of Twitter in 2009 when it was the hottest party in town and the posts were fresh, fun and interesting. It also felt more like a community than a load of broadcast noise.
I think one of the reasons I didn’t rush into Instagram (launched in 2010 and acquired by Facebook in 2012 for $1 Billion) is that I felt over saturated with Social Media platforms at the time. I’d also spent a while experimenting with various tools and you don't always know which ones are going to workout (I’m thinking of Google+, Periscope, Blab and Snapchat). The key thing to note is who is actively using them and whether they matter to you and your industry. If they do, then it’s worth testing them for your business.
For you and I in our industry I can tell you that Instagram matters for both publishers and retailers. It’s visual, it’s active, it’s accessible and it dovetails into retail very well.
With a fast growing active user base that’s twice the size of Twitter and three times the size of WhatsApp and Facebook Messenger, Instagram is crushing it in the greeting card industry right now. A lot of users are having fun using Boomerang effects, Filters, Emojis and even creating Instagram Stories.
As with greeting cards, Instagram is particularly popular with women who make up 56% of UK users. It’s a brilliant visual tool for people looking for new products, experiences and places.
Retailers that are constantly hunting for great new products for their customers, love it. Consumers too can discover new things online and even order by messaging the retailer directly. It’s also a great way for retailers to connect with their suppliers and for them to cross promote one another’s businesses.
For greeting card publishers it’s a way of showing the personal story of their brand and sharing their ideas and talents with a wider audience. One that more often than not includes retailers and buyers.
The whole industry benefits from a thriving networking of interconnected business people. Those that aren’t using Instagram are missing out on this great opportunity.
With technological changes like the internet and faster payment services affecting footfall on the high street, retailers need to take action to replace lost customers. Consumers are now navigating the digital high street daily to explore new products and discover new experiences.
On average we now spend over four hours a day on our phone or mobile devices. That’s one out of every six days! The majority of this time is spent using these top five social media platforms: Youtube, Facebook, Snapchat, Instagram and Twitter. Importantly, 82% of users turn to their mobile devices to help them make a product decision!
Is Instagram important for retailers? If you are not engaging on it you could be missing out.
10 Ways Retailers can get started on Instagram
The Digital High Street: Opportunities and Obstacles for Retailers
