Move aside, Facebook – there’s a new favourite social media platform in town! It’s the social media app and selling channel that’s known for its photo content sharing, video filters and influencer community, but now Instagram can add another accolade to its name.
New research suggests that Instagram is the most popular social media platform amongst UK consumers, with 46% selecting it as the app they have consumed the most content on during the Covid-19 crisis.
Influenster, a consumer reviews platform, conducted a survey of 3,232 people to survey their social media usage. Their survey also found that 82% have increased their social media consumption since the outset of the pandemic and, during lockdown, 67% said that they had increased the amount that they use Instagram specifically.
Suzin Wold, SVP Marketing at Bazaarvoice (owner of Influenster) explained: “This data reveals that social media is playing an increasingly important role in brand engagement and consumers’ purchase decisions. It’s vital for retailers to respond to this behaviour shift and ensure their social media presence meets consumer expectations. The rising popularity of Instagram, as consumers search for influencer and shopping content, coupled with the increased use of new platforms like TikTok, present a key opportunity for retailers to use consumer-generated content.
“By focusing on their community, retail brands can provide relevant, high-quality content that engages consumers on the platforms that matter to them most. This empathetic approach is also crucial for retailers to build trust.”
So, with large amounts of UK consumers moving to Instagram and embracing its technology, there’s a fantastic opportunity for retailers to engage their customers via a new selling channel. However, with audiences differing greatly between the types of social media channel, retailers must ensure that content is specific and relevant to the channel that its being released on; your brand’s audience on Facebook might react to certain content more positively than your Instagram audience, for example. A PIM solution such as OMIO PIM can help to manage your selling channels and the content that is being pushed out on them. With one port of entry for all product data, your retail teams can specify the product content for each selling channel, allowing them to tailor the customer experience, being able to tweak and edit content so that head office teams can amend the tone of voice or product descriptions.
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