Since Facebook purchased it in 2012, Instagram has grown to become a go-to platform for millennials who want to share photos and videos.
In more recent years, it’s become the most powerful social platform for online shopping.
New data from LendEDU shows that 52.9 percent of millennials say that Instagram has the most influence for them when making shopping decisions. The next closest platform is Facebook at roughly 32 percent. Twitter came stands at about 10 percent, and only five percent of millennials count Snapchat as the platform with the most purchasing sway.
As mobile ad spending continues to surpass that of television, marketers will gravitate to whatever works. If the poll correctly represents young consumers’ mindsets, Instagram advertising is the solution.
It’s probably not just advertising that’s doing the trick, however: Instagram has become the platform of choice for many social media heavyweights to partner with brands and showcase their wares.
There might also be a correlation to another LendEDU study that revealed Instagram was considered, by far, the most “narcissistic” social media platform (64 percent of millennials identified it as such). The next most narcissistic platform was Snapchat, at a mere 15 percent.
One can speculate that perhaps the mindset of the individual logging into Instagram—ready to share photos and videos of themselves looking and feeling their best—lends itself to being more open to suggestions on what to buy to improve their lives.