Brands are seeing nearly four times as much user engagement on Instagram than they do on Facebook, according to an analysis conducted by Socialbakers.
And it’s not only brands that fare better — celebrities have four times as much engagement on Instagram as well. Here are a few more observations from the study:
Brands shouldn’t pull spend from Facebook, but rather increase focus on Instagram. The sheer size and reach of Facebook makes it a must-have for advertisers or brands, and Socialbakers founder Jan Rezab does not advise shifting ad budgets from Facebook to Instagram. Rather, more resources should be dedicated to Instagram, and brands should start viewing the platform as a conversion tool.
Mobile-app makers and content creators are vying for consumer attention in a crowded and noisy market.
Even if an app can stand out enough to prompt a consumer to download it from among a list of millions, it then faces the challenge of enticing him or her to use it enough times to recuperate development, maintenance, and marketing costs. To make matters worse, those marketing costs have hit record-high levels over the past year as discoverability has become more challenging.
And while consumers are spending more time in apps, most of that time is spent in a few favorites. Consumers spend almost three-quarters of their total smartphone app time in just their three favorite apps, according to comScore.
But it's not all doom and gloom: There are numerous tools at a publisher's disposal to engage and re-engage consumers, and there are new products and solutions coming to market that can help alleviate some of the issues around this app engagement crisis.
Jessica Smith, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on app engagement that explores the current state of the app market, the issues around engaging consumers, and the tools at a publisher's disposal. It also identifies best practices for the implementation of some app engagement tools, and presents the pitfalls that some publishers fall into in this pursuit.