On its official blog, Instagram detailed the rollout of new mobile photo pages that allow users accessing the photo-sharing network through a mobile web browser to see content faster and navigate to the app more quickly. Making it easier to see content, whether using the app or the web, can help Instagram attract new users. Currently, the company has more than 80 million people accessing the app, Instagram announced last month – which should be brands’ cue to get more aggressive with visual content.
40 percent of the top U.S. brands had already added Instagram to their social marketing mix.
Part of the company’s massive growth has been a result of the general rise of visual content on social networks. Brafton has reported that graphics and images drive more clicks on social media, and 40 percent of the top U.S. brands had already added Instagram to their social marketing mix. Instagram’s integration with other popular platforms makes it especially useful, since many have expressed frustration with the mobile image uploading tools from Facebook and Twitter.
In recent months, Instagram has seen an increase the number of users turning to it’s website, instead of relying solely on its apps. Brafton reported this week that Instagram was named the fastest-growing website in terms of U.S. traffic by comScore in July, and it later moved into comScore’s top 50 websites for the month of August.
As more users adopt Instagram, marketers can find more value by making images a part of their social media marketing strategy. Brafton highlighted a report from Buddy Media earlier this summer that found sharing photos as part of Twitter content can double engagement.