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01/04/2014 by
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Hello CMOs! Instagram Now Has 200 Million Active Users

Owner Facebook is excited that its Instagram community has grown to more than 200 million Instagrammers, capturing and sharing their lives.

Instagram stats graphic 500x360 Hello CMOs! Instagram Now Has 200 Million Active Users

Despite competition from Snapchat, Instagram has grown to over 200 million monthly active users (MAU’s). Together they share over 60 million photos per day!

We all know that brands are trying to become our friends — on social networks like Facebook, Twitter and through blogs.

Here CMOs can re-engineer their brands, by connecting to their fans, establishing a new brand identity through storytelling and social interactions.

So CMOs, Instagram might just be your marketing sweet spot? Certainly for brands who target screenagers.

Instagram’s Impressive Numbers

Facebook acquired Insta in April 2012 for the sloppy amount of $1 billion. But from that moment Insta has added 170 million active users, now passing the 200 million benchmark.

Facebook and instagram 500x280 Hello CMOs! Instagram Now Has 200 Million Active Users

Back then, Mark Zuckerberg told the press that he would love to see Insta grow towards 100 million users.

Instagram’s success clearly reveals the growing consumer need for mobile visual content: photos and videos.

Some Key Instagram Take-Outs?

I guess the numbers speak for themselves. However, still 35% of the leading brands has no Instagram presence yet.

  • Launched in October 2010, now at an impressive 200 million users.
  • 70 million users are from US (35%), 130 million rest of the world (65%).
  • Total number of photos shared from the start? Over 20 billion!
  • Number of photos shared each and every day? Over 60 million.
  • Number of likes per day? 1.2 billion. That’s 13.900 likes per second!
  • 59% of all Instagrammers are young females, 41% are young males.
  • Most shared brand on Insta Video? MTV. Add them to your media mix!.
  • Most ‘Instagrammed’ city of 2013? Baby that’s of course New York.
  • 65% of the leading brands have an Instagram presence.

Some Branding and Monetization Benchmarks?

Instagram is now also showing some serious advertising revenues. Not kidding, some very serious deals.

Instagram 500x269 Hello CMOs! Instagram Now Has 200 Million Active Users

Recently global advertising network Omnicom announced that it will spend $100 million on Instagram, via its agencies OMD, PHD, BBDO, DDB and TBWA.

End 2013 Instagram embraced the first paid ads from brands like Adidas, Burberry, Michael Kors, GE, Levi’s, Lexus and Ben & Jerry’s.

Targeting screenagers on Instagram is possible via age and gender. Info that is derived from their Facebook user profiles.

A few of these Insta campaigns delivered several hundred thousands of likes and a massive amount of new brand followers.

In a 9 day campaign, jeans brand Levi’s engaged 9.5 million consumers between 18 – 34 years old. Pushing Levi’s Insta followers from 150.000 to 250.000.

My Opinion

Screenagers have never been more connected – but it’s never been harder to connect with them.

Instagram offers CMOs the perfect sweet spot to pull screenagers gently through their funnels. Towards trial, loyalty and advocacy.

What About You?
Where do you see Instagram go in 2014? We all get smarter from peer discussions, so share your opinion.

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About the Author
Igor Beuker is an acclaimed trendwatcher & pro speaker, serial entrepreneur, marketing consultant and board member at several disruptive media, technology and entertainment firms. Book Igor as keynote speaker, follow Igor on Twitter or contact him via LinkedIn.

 

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