New research from Forrester suggests marketers are barking up the wrong social media tree.
If you’re tired of being filtered by Facebook, or lost in the noise of scheduled tweets, then you should turn your attention to Instagram. Here’s why:
Of course, there are always a few “gotchas” with stats like this. For instance, part of the impressive engagement on Instagram comes from the much smaller audience–so you’re fighting less for attention. Also, Facebook reportedly gets a brand’s message in front of just 6% of its following, whereas Instagram doesn’t filter brands.
Lastly, let’s look at what constitutes “engagement.” On Twitter it might be the retweet of that post that took you 2 hours to write. On Facebook, it could constitute the sharing of an infographic you dropped a couple of Gs on to produce. Instagram? They double tapped their smartphone to add a little heart to that photo of your office dog wearing a bandana.
Not all engagement is created equal.