According to a recent study by Sparkler, commissioned by Facebook IQ, one-quarter of daily Instagram posters in France, Germany and the U.K. believe the Facebook-owned photo- and video-sharing network has changed the way they see the world.
Sparkler interviewed more than 2,000 people aged 18 through 34 from those three countries, and its other findings included:
- The one-quarter figure rises to 38 percent in France.
- 30 percent of daily Instagram posters plan their posts before capturing photos.
- 58 percent of respondents said Instagram “can make them laugh, dream or think.”
- 23 percent said Instagram has empowered them to see and do more in life (28 percent of daily posters).
- 18 percent said Instagram has “opened up new possibilities” in their lives.
- 62 percent said they visit Instagram “to stimulate their imagination, see new and inspiring things or explore new perspectives or ideas.”
- When shown the same image on five digital platforms, reactions were different, with images viewed on Instagram more likely to be described as “imaginative,” “distinctive” and “creative.”
Facebook IQ also offered the following takeaways for marketers targeting Instagram users in Europe:
- Challenge conventions: Instagrammers love to see new and inspiring posts and rediscover familiar things in a new light. This gives marketers a unique opportunity to shift how Instagrammers view and engage with their brands—by revealing what the world looks like from their brand’s perspective, showcasing unexpected formats (like cinematic landscape videos or call-to-action buttons that cater to Instagrammers’ curiosity) or both.
- Entice through experiences: To connect most meaningfully with Instagrammers, brands will want to leave them feeling inspired and enriched. Having defined their objectives, brands should consider what types of experiences will best deliver on those objectives and make their message most relevant—whether it is the view #fromwhereIstand, a #picoftheday or just pure #instagood.
- Connect in context: While well-targeted, high-quality creative has the potential to succeed in many places, the unique attributes associated with viewing on Instagram highlight an opportunity for marketers. Brands may want to explore whether playing to Instagrammers’ “imaginative” instincts—by tailoring creative to Instagram—sparks additional synergy and inspires more beautiful connections.
Readers: What did you think of the findings by Facebook IQ?