What is social media Instagram and what is its purpose? Part _ 3
What is social media Instagram and what is its purpose?
How do users view and use Instagram stories and news feeds?
Users and communities are the foundation of Instagram. So, when advertisers wanted Facebook IQ to offer a more comprehensive analysis of Instagram stories and news feeds, we targeted 10,000 Instagram-familiar users for research. They are from Brazil, Indonesia, the United Kingdom, and the United States.
They are between the ages of 13-55 and use Instagram at least once a week. Research shows that users view and use Instagram news feeds and Instagram stories in a variety of ways, and that search helps marketers improve the content of cross-platform marketing activities.
Today, more than half of the world's Instagram users restrict the use of dynamic and dynamic messaging.
Although the two products allow users to view, create and share photos and videos, there are several important differences between them.
Instagram stories
The limited-time Instagram Stories update was launched in 2016. Content published here will be displayed in full screen, and if it is not saved, it will be automatically deleted after 24 hours.
Users can use interesting creative tools such as stickers, emojis, and GIFs to embellish the content.
Instagram feed
The Instagram News Feed was launched in 2010, and its content has a much smaller screen area than time-limited updates, and it's permanently in the account's personal file until the user deletes it. Will be maintained. Users can use filters to edit content.
In the light of our research articles, the similarities and differences between Instagram stories and news feeds do not stop there.
Consumers in four countries / territories agree that Instagram Stories and Instagram News Feed are both great channels for creativity, but they also tend to use these two products in different ways.
For example, most of them express that they have limited-time animations, such as behind-the-scenes footage of Fashion Month, or unedited real-time content in the warm-up boomerang before competing with athletes.
Want to see As much as they differ in the reasons for browsing these news feeds, their most common purpose is to find information, and to find products and brands.
These research findings tell us that marketers need to provide real-time content to consumers through the limited dynamics of time to promote brands or products, or to share relevant up-to-date information, and to communicate further with consumers. Can use the feed.
What is the focus of the limited time dynamic?
Although Instagram Stories has been launched less than two years ago, more than 300 million active accounts worldwide are using the product every day 2.
To understand the reasons for the rapid increase in the number of users, we developed a series of survey questions to find out how consumers value the value of Instagram Story 3 value products.
For limited time dynamic effects and even better communication between friends and family, many users agree with 4.
Some users said that they prefer the arrangement that unsaved content will be automatically deleted within 24 hours, and the limited dynamic format of time also helps them to publish more authoritative content.
In addition, more than 1/3 of users indicated that they were more interested in the brand or product after seeing the brand or product's content on Instagram stories.
Although the results of consumer surveys in all four countries / regions reflect the above trends, consumers are most evident in Brazil and Indonesia, and there are also countries that engage in these activities between these four countries / regions. Want to use limited time dynamics to be.
As the number of users of limited-time updates grows in the United Kingdom and the United States, the positive perceptions of their home users about limited-time updates may gradually increase.
Respondents believe that the dynamic limit for bridging the gap with your friends and brand 6.
• 47% of users believe that Instagram stories show them more realistic content for chatting with friends and family of up to 7 people.
Instagram is 44% user of Instagram Stores because content using Product 8 will be automatically deleted after 24 hours.
Instagram 39 St Users are more interested in brand / product after seeing brand / product related content in Instagram stories 9
What is most likely to remind users of limited time news and news?
When we explored the associations of Instagram stories and Instagram news feeds, we found many similarities.
Respondents all agree that these two products are beautiful in appearance and rich in creativity, which is conducive to the free expression of consumer ideas.
Even so, consumer opinion in different areas is still slightly different. When it comes to limited time news and news, Brazilian consumers will think of inspiring content, such as inspirational references, as well as thought-provoking images and videos.
Indonesian Indonesian consumers combine limited time news with real content. There are, perhaps, because limited time news is often presented in quick and real terms.
British consumers believe that limited time dynamics are a platform for expressing excitement. This may be because the dynamic form of limited time provides a reasonable range of creative tools, allowing users to use their imaginations. Can do
Instagram stories and Instagram news feeds give users an impression of beautiful looks and full creativity.
Three features of limited time news and news in the eyes of consumers:
When do users use limited time news and news?
We provide a number of options to investigate whether users will use Instagram stories or Instagram feeds to achieve specific goals. We found that, on average, users in these four countries / territories have limited time in just two cases. Use the feed. Dynamic message.
The first is to understand the current activities of friends, which shows that the dynamics of limited time is a way to quickly bring users closer. Watch. In three other countries / territories outside of Indonesia, users often use limited time dynamics in the third case, which is to view interesting and funny content.
Probably a factor as to why they're doing so poorly is because they've been using Instagram news feeds for so long. Users often choose news feeds over Instagram stories. One of the most common uses is to find information through dynamic news and discover products and brands.
Users choose to view authentic real-time content through limited time dynamics, and discover new information through dynamic messages.
What kind of content is most important to users in limited time news and news feeds?
Even though consumers search for products and brands through the newsfeed, that doesn't mean they don't want to see content released by brands for a limited time.
In fact, after investigating consumer feedback on limited information and news feeds and comparing survey results, we found that consumers in Brazil, the United States and the United Kingdom pay more attention to this type of limited news that News feeds contain more than brand or product related content.
Content (In Indonesia, only content that truly reflects itself can get more attention in limited time dynamics.) From this point of view, even if users search for brands and products through dynamic messages, they Product related content.
For the United States and American consumers, they pay more attention to the news content that helps them communicate with relatives and friends than with limited time news. We also hope to learn about the bits to be made and discover new things of interest through the news.
And we connect with thought customers. For consumers in Brazil and Indonesia, on the other hand, if the content in the newsfeed shows the place they dream about, it will be more popular than similar content in limited time news.
News feeds and time-limited news have different content of consumer importance.
The categories that are valued by users according to the results of the survey of limited time news and news content types, which have reached significant differences in terms of statistics are given below.
Opportunities for marketers
Brand story salvation. In this survey, many users reported that limited time feeds improve the way they communicate with others, so you can try to include limited time feeds in your Instagram marketing campaign as well. Encourage studies.
• Meet user expectations. Although there are many similarities between limited time news and news, consumers will choose these two products according to different situation, so please keep in mind your expectations and what content should be shared through these two channels.
Think carefully. For example, marketers can share authentic and amazing moments in real time through limited time dynamics, and share content that can be placed in dynamic messages for users to discover at any time.
Meet market demand. Consumers in different markets expect to see limited time news and a variety of content in the news. Please be fully aware of what consumers want to see on different platforms in each market, and adjust the marketing activities plan to meet the needs of different markets.
Keep creative thinking and consideration in mind. To help marketers create ads for more Instagram Instagram stories, Facebook IQ has ordered Matrix Labs to investigate 30 Instagram Store ads from US consumer goods (CPG) brands, and found That some strategies can improve the effectiveness of late-moving ads, such as early exposure. Brands, quick scene changes, and product demonstration videos added. Take a look at the top five ideas to consider.
Unless otherwise stated, the information in this article is taken from the following sources:
"Instagram Stories and Feed" (Instagram Stories and Feed) (a survey conducted by Sentinel Dance Science via Facebook found 2,400 Brazilian users, 2,300 Indonesian users, 2,300 British users, and 2,400 Targeted US consumers, including people of all ages (between 13-55 years), October 2017.
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