(from ICEF Monitor) Social media strategies need regular tune-ups to keep pace with fast-moving and mobile audiences, and these days there is no better example of this than Instagram, a photo and video-sharing service that was first launched in 2010 and subsequently acquired by Facebook in 2012. By late 2017, the service was reporting a base of 800 million registered users and an astonishing 500 million daily users. While the service was born in the US, Instagram’s reach is global. Roughly eight in ten users are based outside the US.
The 2017 edition of the Hobsons International Student Survey rates Instagram as one of the key social channels for mobile students – after only Facebook and YouTube. US teenagers rate Instagram as their second most important social network (after only the equally visual Snapchat). Current research also suggests that users are intensely engaged on the platform. One recent analysis found that higher education institutions record, on average, ten times the interactions per post on Instagram that they do on other major platforms, including Facebook or LinkedIn.
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