Instagram is one of the fastest-growing social networks; 400 million members share 80 million pieces of visual content daily. It’s the network that gets the highest engagement per post at more than 4 percent, whereas Facebook and Twitter achieve less than 1 percent.
Such eye-catching stats might lead you to expect companies to flock to Instagram to appeal to its active, engaged audiences. However, only 34 percent of brands are on Instagram, compared to 80 percent and 70 percent on Facebook and Twitter, respectively.
What gives? In defense of Instagram, it is still relatively new, and companies often see its users as a more niche audience. It’s easy for companies to write off Instagram because they don’t feel its products or services are visual enough, but most industries find a way to make it work. Some of the most successful Instagram accounts don’t promote their offerings, but zero in on their team, facility, and technology.