The State of Instagram Marketing 2018

If you use Instagram for business, then you know how important it is to stay on top of the latest trends and Instagram statistics.

Whether it’s how many hashtags to use, when you should be posting on Instagram, or how much you should be paying influencers for your sponsored posts, it pays to have the most up-to-date knowledge.  

Here at Later, we’re always eager to dig up new research into the Instagram marketing landscape — like the best ways to optimize your content performance, and what Instagram ad types will get you the most bang for your buck.

To better understand what works and what doesn’t, we collected responses from over 3,500 businesses, influencers, and agencies about the current state of Instagram marketing and what they’re focusing on in 2018.

The result is a report filled with actionable insights, tips, and best practices to help you grow your business faster on Instagram.

Ready to get started? Download our free report on the State of Instagram Marketing in 2018!

3 Instagram Statistics From Later’s 2018 State of Instagram Marketing Report:

1. Measuring the performance of Instagram Stories isn’t a priority for businesses — yet

Currently, only 24% of businesses  rank story engagement (the number of unique views on your Instagram Stories) as a measure of success. But, with 88% of businesses stating that they want to increase posting to Instagram Stories in 2018, you can expect tracking Instagram Stories analytics to become a new challenge and focus.

Instagram Stories engagement simply may not be as tangible as referral traffic or follower count, but establishing clear goals and KPIs for your Instagram Stories content is important if you want to reach more customers!

Takeaway: We recommend switching to an Instagram business profile. Along with impressions and reach, you’ll be able to track your Instagram Stories’ exits and replies from the past two weeks. And if you’re using Instagram Stories to drive traffic, consider using a third-party tool to track your clicks!

2. More businesses are using ads to boost their organic reach and beat the Instagram algorithm

While photo ads will likely retain their top spot well into 2018, our Instagram statistics show that Instagram Stories ads will see the most growth. In fact, 30% of businesses plan to create Instagram Stories ads in 2018, while only 8% did in 2017.

Interestingly, in the case of Instagram agencies, promoting regular posts slightly outdid photos ads, with 58% of agencies reporting that they plan to run ads to promote regular Instagram posts in 2018, and 56% selecting photo ads.

Takeaway: As we mentioned in our top Instagram marketing trends of 2018 post, we expect to see huge growth for boosted posts this year, so get acquainted! We also predict to see new features and ad options as Instagram looks to help brands capitalize on the rising popularity of Stories.

3. Engagement is still king for Instagram influencer marketing

If you’re an Instagram influencer, the #1 thing you should be focusing on is your engagement rate: 79% of businesses rank engagement as the most important factor when evaluating who is an ideal influencer.

Quality of followers came in second place with 70% of businesses selecting this option, followed by industry or niche, and then number of followers.  

Interestingly, when we asked influencers the same question, number of followers was ranked as the most important factor, with nearly 75% selecting this option.

In 2018, you can expect engagement to still be the major focus for brands and influencers, but we would also recommend tracking the sales from Instagram influencer marketing too. Likes and comments are great, but they don’t mean much for your bottom line.

Takeaway: It’s fairly unsurprising that engagement came out on top for businesses. When an influencer has a high engagement rate, it means their followers are paying attention and taking action on their content, which is exactly what you need for a successful influencer marketing campaign.

What you’ll learn in The State of Instagram Marketing 2018 report:

  • Instagram statistics about what kinds of content to prioritize

  • How much influencers charge for sponsored posts and Stories

  • What Instagram marketing metrics you should focus on

  • How to optimize your Instagram advertising budget in 2018

  • Why Instagram Stories need to be a part of your strategy

So, what are you waiting for? Download the report today!

Source:, originally published on 2021-07-08 18:15:03