A new study from social media marketing platform Socialbakers has concluded that advertisers are dedicating too much of their budget to the Facebook newsfeed.
While the overall spend on Instagram is generally increasing, and returning more positive and interactive results, over 60% of the overall ad spend across Facebook’s portfolio is still going to the newsfeed.
Socialbaker analysed more than 140,000 brand profiles and found that only 20% is being spent on the Instagram feed, while under 10% is going to posts on Instagram Stories.
It recommended that companies companies take advantage of Facebook Live and Instagram Carousel (posts that include more than one image so the audience swipes through them) for better advertising results.
The research also found that the number of influencers who published promotional posts on the photo-sharing app increased by 33% year-on-year in Q2 2019.
Matthew Milner, the COO of startup dating app CLiKD, recently spoke to accounting company Sage about what it’s like to work with influencers.
He explained: “My advice for working with influencers would be don’t just throw money at the situation and hope that that’s going to solve it. You need to find people that are genuinely interested in working with your brand and who share [your] values.”
A similar study from Marin Software in July found that there is more room for businesses to advertise their services on Instagram. One finding was that 61% of companies were planning to increase their Instagram budget this year.
At the start of 2019, Facebook announced plans to integrate Instagram with Messenger and WhatsApp to create a large messaging network.
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