88.2% of US companies have used at least one major social media platform this year to market their services or products, and according to latest eMarketer research, this figures isn’t going to move up much further over the coming years. However, this is not the case for all social platforms as advertisers have begun to embrace imaging app Instagram rapidly.
US social networks for marketing
According to the research, 32.3% of US companies with 100+ employees will be using Instagram to market themselves this year. In 2016, that number will be 48.8% and 70.7% by 2017, ahead of Twitter.
Instagram use for marketing 2013-2017
Debra Aho Williamson, Principal Analyst, eMarketer, says
“Now that Instagram is opening up advertising to all businesses, it’s not surprising that marketer usage will grow rapidly. Its close ties to Facebook are a key advantage.”
Whilst Twitter marketing penetration is predicted to increase by 1.4 percentage points between 2015 and 2017, Facebook is largely saturated among advertisers. This year, 84.7% of US companies with 100+ employees are utilising the platform to advertise, increasing to 85.3% in 2016 and 85.8% in 2017.