Brands see a steady drop in customer engagement on Instagram

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 09, 2019, 11:16 AM UTC

Over 25 million brands are competing for attention on the platform

A report from Trust Insights says that brands are seeing a decline in consumer engagement on Instagram, despite the platform tilting towards the e-commerce space. The report which analysed 1,430,995 posts from 3,637 brand profiles indicates the decrease in customer engagement is due to an increase in the number of brands on the platform.

This article says that the decline in consumer engagement is similar to Facebook’s strategy of limiting organic reach to make way for more paid reach options. But, 80% of Instagram users follow a business, signifying a huge opportunity for brands to connect with their customers on the platform.

The author contends that Instagram could similarly be limiting its organic activity to maximise profits. Influencers are also seeing a decline in their reach, making marketing on the photo-sharing app difficult.

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[4 minute read]