Instagram’s user base grew by a third in 2017. It won’t be long before it reaches one billion users. And with a host of exciting changes and new features, it only gets better with age.
But even brands with the strongest Instagram strategy need to look ahead. User expectations will evolve with the platform, which means that today’s strategy cannot guarantee results in the future.
To help you stay ahead of the curve, we’ve put together some expertly-informed predictions for Instagram for 2018 and beyond.
Prediction 1: More users of all ages will join Instagram
Instagram has over 800 million monthly active users and shows no signs of slowing down. Many of these new users belong to Gen Z, so marketers would be wise to familiarize themselves with this important demographic.
Instagram is also gaining popularity among older adults: There are now more 45-54-year-olds on Instagram than 13-17-year-olds.
Instagram will become an essential part of every company’s social strategy as it makes Facebook the new home for brands. Whoever your customers are, they are likely to be on Instagram for years to come. There are 25 million companies currently using Instagram, but that number is likely to grow dramatically over the next few years.
Want to bring your business to Instagram? Everything you need to get started is here.
Prediction 2: Augmented reality will explode on Instagram
Augmented reality (AR) was a hot topic at the Facebook F8 developers conference. Mark Zuckerberg announced that the Facebook AR effects studio will debut on Instagram in 2018.
This feature allows anyone to create custom filters, face effects, and other visual elements. These items will interact with users and their environment in Stories.
Instagram also plans to customize the effects it offers to users according to the accounts they follow. Compared to a platform like Snapchat, this will offer a more private experience. By adding a shareable item, users will be able to try out the effects and filters they see in the Stories feed.
Interactive content is a growing trend and AR/VR will play a big part in that. By 2020, revenues will likely exceed $162 billion and there will be 135 million users. For Gen Z users, with 22 percent of Instagram using geofilters every month, the addition of this familiar feature would be particularly welcome.
The possibilities of AR are endless: it allows customers to virtually try a product or service or get a 360-degree view of a store or event. Companies that leverage this emerging technology to create entertaining, immersive content will reap huge benefits.
Prediction 3: Your hashtag strategy will be more important than ever
In late 2017, Instagram added the option to follow hashtags as well as accounts. This change allows users to see more of the content they’re interested in and organize their feed by topic. And at the F8 developers conference, they announced changes to the “Explore” section, which will soon be grouped by topic.
Topics will be filled with relevant hashtags, making it easy for users to dive deep into niche categories and interests.
Hashtags have always been a valuable tool for increasing the visibility of your posts, and these updates make them even more important. A targeted approach is key: you can’t maximize the 30 hashtag limit and hope for the best. Instead, research hashtags your target audience follows and use them strategically.
Before these changes take effect, learn how to master hashtags to grow your audience.
Prediction 4: Live video will be king
If you haven’t been under a rock in the past few years, you know that social video has exploded. In 2017, Instagram reported that the time users spent watching videos increased 80 percent from the previous year.
During the same period, video content quadrupled. More than 300 million people watch Instagram Stories every day. At this point, there’s no doubt that video should be a part of your Instagram strategy, and it will only become more important in the years to come. Especially live videos that users can’t get enough of.
A study by Livestream and New York Magazine found that 82 percent of users would rather watch a live video than watch a social post. Cisco estimates that live video will increase 15x between 2016 and 2021. In addition, users spend three times more time watching live content than any other type of video. No wonder Instagram decided to launch a video chat for users to get an endless fix.
Live video can be daunting, but it’s also a great opportunity. Audiences don’t just want to have fun; they want to chat. If you’re the only one talking, you won’t get their attention.
Master the best practices for live video and start using this format to connect with your audiences.
Prediction 5: Instagram will change the way your customers shop
Focusing on strong visual content, Instagram has always been the perfect place to showcase your products. Unlike Facebook, where people want to see posts from their friends and family, users on Instagram are eager to discover and follow brands. Who among us hasn’t made the journey from Instagram post to shopping cart on an elevator ride?
With the launch of in-app shopping in late 2017, Instagram business is about to grow even more. Now users can shop directly from their brand account, tap the screen to see product details, and go directly to a website to purchase. Brands can tag up to five items per post or 20 per carousel.
As Moyens I/O CEO Ryan Holmes points out, in-app shopping is old hat for platforms like WeChat that dominate outside of North America. But as our continent catches up, audiences and brands can expect a greater focus on selling on Instagram in the coming months.
It’s not as simple as tagging your products and expecting sales to increase. The increased visibility of products for sale means you have to work for your products to stand out. As always, the focus should be on creative, eye-catching and engaging content.
Here are some tips for increasing sales using this new feature.
Prediction 6: Influencer marketing will be an important part of your strategy
Influencer marketing is very effective for young users who make up a growing majority of Instagram users. And among Gen Z, online influencers may have more say over their purchasing decisions than celebrities. Their perceived value is also supported by the numbers: businesses report a $6.50 ROI for every $1 spent on influencer marketing.
Aware of this trend, Instagram is creating tools and guidelines for influencer marketing. For example, in late 2017 they introduced the Paid Affiliates feature that clarified when to sponsor a post.
Millennial and Gen Z users of Instagram don’t mind being advertised to them, but they want honesty and transparency. This new feature allows companies and influencers to be clear about their relationships.
An influencer aligned with your brand values and voice can be a great asset. Word of mouth makes up 20 to 50 percent of purchase decisions and adds credibility and visibility to your brand.
Incorporating influencer marketing into your strategy is a smart move in 2018 and beyond. Check out this guide to working with Instagram influencers to get started.
Prediction 7: Anti-bullying filters will make Instagram a more positive space for everyone
Social media isn’t all about wedding hashtags and dog photos; there is also a dark belly. In recent years, bullying and harassment have emerged as major concerns for all social media platforms. Therefore, the announcement that Instagram has launched a bullying filter was welcomed by many users.
The new filter will automatically filter out negative comments about appearance and character. While this may have faster effects on individual users than brands, the result will be a safer and more pleasant platform.
Prediction 8: You will need to be ready for change
Companies on Instagram are experiencing a high wave of engagement right now. But it is unlikely to last forever. More algorithm changes will inevitably come and affect engagement rates, as we’ve seen on Facebook.
Users may also reach a saturation point as Instagram grows in popularity and begin to tune into the endless parade of content in their posts. Companies should expect a decline in organic reach over time.
When this happens, the best strategy would be to focus on quality content and a diversified advertising strategy. Don’t expect a tried-and-true method to work forever. Pay attention to features popping up on Instagram like Highlights and incorporate them into your strategy to stay up to date. Re-evaluate and adjust your marketing strategy regularly.
Most importantly, listen to your audience and engage with them often.
Future-proof your Instagram strategy along with your other social channels and save time using Moyens I/O. You can schedule and publish posts, engage your audience, and measure performance from a single dashboard. Try it for free today.
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