MxMIndia

Tag: Instagram

  • The latest report from the agency’s research vertical, Recogn, decodes Instagram in India from a user's perspective and gives a scoop on how it is helping brands drive sales

    Majority of Instagram users willing to shop on the platform, notes WATConsult report

    By A Correspondent

     

    WatConsult, under its market research division, Recogn has launched its latest report on Instagram in India from a user’s perspective. The report focuses on the user’s point of view on Instagram, highlighting usage patterns, content like ability, celebrity influence and what pushes them to shop on the platform. Interestingly, ads on Instagram that are perceived to be appealing lead users to search for more information for the said products or services, enabling users to shop.

     

    More than 75 per cent of the shoppers have had a satisfactory experience while shopping from Instagram and a majority of them are likely to shop in the future as well. Instagram, which was perceived to be a discovery platform because of visual nature and stickiness, has over time transformed itself into a platform that induces discovery as well as an influence leading to a purchase decision.

     

    Here are some key findings of the report:

    Currently, Instagram has 117.1 million monthly active users and average time spent per user is 45 minutes

    Instagrammers spend most of the time on the platform in the evening between 4-8 PM

    For the users to be willing to purchase something on Instagram, they need to be made aware of the authenticity of the product. More than 75% of the shoppers have had a satisfactory experience while shopping from Instagram and a majority are likely to shop in the future

    84% of the users are influenced by the platform resulting in likelihood to shop via Instagram

    More than 50 per cent of the consumers have shopped using Instagram. Close to 75 per cent of the users from small metros and small towns have shopped using Instagram

    51 per cent of the Instagrammers access it at least once a day with a large proportion of Instagram users accessing it multiple times in a day

     

    Said Rajiv Dingra, Founder and CEO, WatConsult: “Instagram as a platform has grown tremendously in the last two years, and the user adaption rate is very quick. The app has a strong presence in the remotest of the city in our country. With this report, we are bringing forward to the industry, the behavioral patterns of the users, shopping habits and trends which can indeed add value to the brands in terms of shaping their marketing strategies.”

     

     

  • Amongst non-conventional B2B channels, Twitter steers ahead of Facebook (25.3 per cent) and Instagram (18 per cent) by garnering the approval of 47 per cent marketers

    Twitter leads Facebook and Instagram in B2B channel initiatives, notes Pulp Strategy study

    By A Correspondent

     

    As many as 75 per cent of marketers chose Instagram as their most preferred channel for sharing image-based content, while Twitter and Facebook garnered brand approval ratings of 63 per cent and 56 per cent respectively for the same. Twitter, on the other hand, leads the charts when it comes to B2B marketing, garnering 47 per cent marketer acceptance in the non-conventional B2B channel distribution. These insights are amongst several interesting marketing facts and figures released by Pulp Strategy – a full-service experiential, digital, and interactive marketing agency – in its ‘The Future of Content 2017 – Chartbuster Trends in Content Marketing’ report.

     

    The Pulp Strategy report also mapped several other interesting trends for marketers. User-generated content was found to enjoy greater approval with social media users, with 76 per cent of users surveyed considering it more trustworthy than brand-generated content. Image-based content generated the highest engagement for marketers online, clocking about 55 per cent of the overall engagement, followed by clickable links at 24 per cent and videos at 12 per cent. LinkedIn had the highest number of links shared by users, garnering 76 per cent of the overall engagement volume.

     

    Said Ambika Sharma, Founder & Managing Director, Pulp Strategy: “While it is already hailed as the king of marketing, content continues to gain more prominence and has become one of the major influencers in the overall customer decision making process. Today, marketers can experiment with a range of content types, marketing channels, and strategies to generate quantifiable results for their business. The Content Marketing Report 2017 discloses some very insightful aspects of marketing which will help marketers and businesses in positioning themselves more optimally.”

     

    The survey also observed personalisation, user-generated content, and interactive media to be the key drivers in the content market space. The assessment made by the survey even disclosed in-depth insights such as how a split of body text with engaging images inclines the users to finish reading the whole content. The report on content marketing also included a range of industry examples and marketing endeavours undertaken by a variety of top-rated international brands.

     

  • The spoken parlour game that conventionally began as a family pastime has been 'gamified' on Instagram in a unique way

    Dentsu Webchutney, Flipkart launch trend chain campaign on Instagram

    By A Correspondent

     

    Dentsu Webchutney and Flipkart have taken the traditional Indian game ‘Antakshari’ to the next level. Recently, WebChutney, along with Flipkart, teamed up with some top fashion social media influencers in India to launch the Instagram campaign ‘Never Ending Trending’. The innovation engaged with users in real time wherein fashion icons showcased Flipkart’s trends via velfies and engagement posts on theirInstagram handles.

     

    The ‘Never Ending Trending’ campaign brought together 15 fashion influencers, who nominated each other to flaunt trends from Flipkart Fashion stores and keep the fashion trend chain alive. This was then amplified by influencers who interacted with users on the photo-sharing platform via a contest that drove engagement on a day-to-day basis.

     

    Said Kartikeya Bhandari – Senior Director, Marketing, Commerce Platform, Flipkart:  “Flipkart always looks to innovate on social media and engage with customers in fresh ways. In continuation with innovations like Big Billion Days – FB 360 video and Big Shopping Days – Offers Sneak Peek through FlipBot, Never Ending Trending has pushed yet another boundary and we are happy with the traction it is gaining. We will continue to do many more out-of-the-box initiatives for Flipkart Fashion in near future.”

     

    “Brands have built their presence on Instagram by means of influencer campaigns before. But the one thing that’s been missing lately is innovation in leveraging the influencers’ success on Instagram. That’s why we felt Never Ending Trending was a game-changer. The engagement levels speak for themselves; it’s more than double-taps and comments,” added PG Aditya, Creative Director, Dentsu Webchutney.