Pegging on its predominantly young audience, Instagram is trying to woo Indian brands to advertise on the photo blogging platform. Claiming that the platform with over 400 million users globally has seen a doubling of its user base in India in the past year, Facebook India managing director Krithiga Reddy said brands can optimise their reach by using Facebook and Instagram together.
In fact, a study conducted by Nielsen about ‘Indians on Instagram’, shows that most of the users in India are mobile-first and in the 18-24 age group.
Instagrammers here are avid travellers, with half of them taking at least four vacations a year. A similar number has also frequently purchased products and service from the brands they follow. And this is why Facebook thinks Instagram for Business has great opportunity in India.
“People come to Instagram for visual inspiration and we are thrilled to offer solutions that create value for the Indian community and drive impactful business results for businesses of all sizes,” Reddy added.
Paul Webster, Instagram’s brand development lead for APAC, drove in the fact that the human brain registers pictures 60 times faster than text and hence are much more appealing to the target audience. “But you have to be able to weave a story and take it beyond the brand message,” he said, adding that those using the platform have seen better conversations and lower cost per app install. And since most of the people who engage are those with similar interests, Instagram is promising a more loyal app user base.
In India, brands like Grofers, Paper Boat, Nestle and P&G have been among the first to come onboard with ads on Instagram. Reddy said it is now convenient for brands to target the different types of users that Facebook and Instagram offer by splitting ad credits and driving optimal allocation.