As marketers take a closer look at their social media marketing plans, new research suggests that more of them are looking to increase their investment in one platform, in particular, to achieve their goals.
HootSuite recently published its “Social Trends 2021” report, and statistics showed that the overwhelming majority of marketers (61%) intend to increase their investment in Instagram for the remainder of the year. This is followed by Facebook (46%), YouTube (45%) and LinkedIn (44%). Only 26% said that they were going to increase their investment in Twitter.
Interestingly, Instagram was not at the top of the list of the most effective social media channels for reaching business goals. Facebook was ranked at the top, with 78% of marketers calling it the most effective. It was followed by Instagram (70%), LinkedIn (42%) and Twitter (33%).
Finding Social Media Marketing Success on Instagram
Marketers have struggled in the past to generate engagement on social media platforms, but previous research shows that Instagram has remained steady in this area.
SocialInsider conducted the “2021 Social Media Industry Benchmarks” report, and data indicated that Instagram had an average engagement rate of 1.16%. Although this may not seem like much, it exhibited far more success than the alternative platforms.
Twitter had an engagement rate of just 0.07%, while Facebook had a median engagement rate of 0.27%. Overall, Instagram proved to be the social media outlet that gave marketers the best chance of resonating with their target audience.