When Instagram first broke onto the scene in 2010, it was viewed as an app with a whole lot of buzz, but no workable business model. Companies shied away from the new social sharing service, unsure on how to approach and market on a mobile-only, lightweight, photo-sharing app. Four years later and Instagram’s popularity has since exploded with 200 million active users on the platform.
Despite these numbers, user interest in brands and companies is still low, especially compared to Facebook, but that interest is growing, and Instagram has been working hard to make their features more business-friendly. Brand engagement on Instagram is higher than on than any other social media site, with a per follower engagement rate of 4.21% - in comparison, Facebook’s rate is .07%, and Twitter’s is .03%. This kind of cross-platform connectivity also means your followers on Facebook can see and access your Instagram presence.