Study: Video Now Providing 49% More Interactions for Marketers on Instagram

As social media continues to grow in prominence as a tactic for marketers, new research shows that Instagram is paying off, and videos on the platform are performing exceeding well.

Quintly recently published the “Instagram Study 2019” report, and statistics found that marketers who created an Instagram account for their organization were able to grow their following by 16%. In addition, video is now driving more interaction for these account holders. Statistics indicated that video posts were providing 49% higher interactions for marketers.

Hashtags also appeared to be a factor in terms of interaction for marketers. Organizations with 1,000-10,000 followers who used 1-3 hashtags per post saw significantly more interactions than companies with 10,000-100,000 followers who used 10+ hashtags.

On average, marketers who used no hashtags saw upwards of 275,000 interactions, compared to those who used 1-3 hashtags – these individuals saw a median of 165,000 interactions.

Instagram Stories Lead the Way for Marketers

Video continues to be popular on Instagram, but previous research suggests that Stories – the feature that allows users to post temporary videos on the platform – are paying off for marketers as well.

Social Media Today published the “Instagram Marketing Survey Report,” and data suggested that 90% of marketers are now using Instagram for marketing purposes. Furthermore, 81% are using Stories to resonate with their target audience.

Nearly 52% are using ads, 50% are utilizing Highlights, and 17% are using IGTV, another form of video on the platform.

“Without a doubt, Instagram Stories, which now has more than 500 million daily active users, is fast becoming a must-have in social strategies today,” wrote the authors of the report.