ENGAGING WITH CONSUMERS
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | ENGAGING WITH CONSUMERS | Scoop.it
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
Duchon Filipo's insight:

This article explains the increase use of organisations using the popular social media platform, Instagram. Despite the fact that Facebook is the highest customer reach platform, consumer engagement on Instagram is 18 times more than Facebook. The article emphasises that consumers engage better with visual content. The use of hashtags (#) has allowed consumers to engage with brands which can reach other potential customer bases. As IMC is a strategic process, it is crucial that organisations choose platforms which their chosen target markets mostly use. It is likely that most brands use other social media platforms such as Facebook, YouTube and Twitter though it is important for an organisation to communicate a consistent message throughout all channels, campaigns and tools to contribute positively towards brand equity.

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Georgia Mackay's comment, August 12, 2013 8:15 PM
Duchon, I had always thought that Facebook would have a higher level of consumer engagement that Instagram, but once I thought about it, it makes sense. Hashtags are a great way for brands to follow up on their consumer target market and see how they are engaging with the brand. Facebook has started the use of hashtags now to, so it will be interesting to see how people use them and whether the level of consumer engagement rises higher than that of Instagram, as Facebook is the highest customer reach platform.
Lora.Waqabitu's comment, August 14, 2013 12:47 AM
I really enjoyed this article Duchon it was quite informative on how brands are currently using the social media and its platforms to get to their target market. I found it interesting that consumers prefer visuals and engaged with them more because I consider myself as one of those consumers who sees images before reading. I also agree with the marketing team needing to know which platform that their target market are currently using in order for them to have the most effective IMC strategy. I also noticed that Georgia, considering that people are so use to hashtagging now I think it will catch on because people were hashtagging on it before Facebook even made it official.
Thapthim (Thim) Phithak's curator insight, August 23, 2013 12:19 AM

The article talks about consumer engagement on social media. According to the article Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter. The article reveals that’s consumers are more engage in visual content. Current users are highly engaged with brands which do not contain any official presence on Instagram which means that there is a strong visual presence on the social media website. Brands such as Chanel, Prada, Gucci, Louis Vuitton and Michael Kors are popular hash tags on Instagram.
In relation to IMC strategic process it is important that organisations choose platforms that their chosen target markets mostly use.

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Branding Communities: A Consumer’s Perspective - Business 2 Community

Branding Communities: A Consumer’s Perspective - Business 2 Community | ENGAGING WITH CONSUMERS | Scoop.it
Duchon Filipo's insight:

This article explains the use of branding communities using social media platforms such as Facebook and Twitter in order to monitor consumer's motivations to follow a brand. Due to the increase use of the internet, it has allowed business-to-consumer companies to engage better with consumers. More organisations are using social media platforms such as Facebook which allows them to directly reply and efficiently monitor consumer feedback. Also, consumers involved in the branding community are exposed to discounts and promotions which are usually not seen unless apart of the branding community. This is used as an incentive to consumers in order to gain brand loyalty and spread the word in order to recruit more members into the branding community. If a brand is associated with other non-materialistic values such as sponsoring non-profit organisations or charities, consumers are more likely to support and spread positive word-of-mouth. Furthermore, Forrester Research Inc's studies show that consumers prefer brand recommendations from friends and family. Therefore it is important for organisations to emphasise the incentives and discounts associated with a brand community in order for consumers to spread the word to their family and friends thus creating strong brand loyalty. The article also emphasises the importance that of which social media platform an organisation should use in order to engage with their target market and satisfy their needs.

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Duchon Filipo's comment, August 8, 2013 8:53 PM
Definitely! Social media platforms have become a marketing tool of the new age. It is important for organisations to use these platforms to enhance brand awareness. I too am an active member in brand communities such as Nike, Roger Davids and Hallensteins and I receive weekly emails with product discounts and job opportunities. These incentives can eventually lead to customer loyalty thus contributing positively towards brand equity. Which brand communities are you apart of Georgia?
Georgia Mackay's comment, August 8, 2013 9:23 PM
I am a member of Chupa Chups, Expedia, Pearl Drums, Monteith's Brewing Co, and the list just goes on and on and on. I actively participate mostly in the clothing brands which I am a member of, such as Zara and Urban Outfitters. Most of my consumer engagement with brands takes place through the social media platform of Facebook!
Lora.Waqabitu's comment, August 14, 2013 8:50 PM
I think the statistics in the article have proven what most marketers know to be true in terms of who consumers would listen to most. With Facebook and twitter being so involved in so many aspects of our lives already it makes sense that brands use it to reach out to their target market. I three am an active member on Facebook and often see brand communities actively working on satisfying their community members with promotions and exclusive deals. This makes non-members more intrigued as they want to be part of that exclusivity which could bring about an increase in numbers to that brand community. Social media allows brands to really connect with consumers on a more personal level with replying to complaints or just even engaging on conversations about them. Personally I love that they do this because it’s reassuring that if I ever have a complaint I can just tell them on their Facebook page rather than calling or writing and it also allows me to see if others are having the same experience as me.