Small Businesses Are Seeing Value in Instagram

BIAKelsey Small Business Research Graphic For Blog 01

Instagram Advertising Infographic (LCM 20)

Small businesses are increasingly using Instagram for advertising and promotion, according to Wave 20 of our Local Commerce Monitor™ survey of small businesses (Q3/2016). While a Facebook page is still the most popular social media used by small businesses, their increased use of Instagram year-over-year, from 8.1% in Wave 18 (Q3/2014) to 15.1% in Wave 20 (Q3/2016). Of those small businesses using Instagram, the majority have  a positive return on investment reflected in the fact that among the small businesses using Instagram, 35.4% are planning to increase their spend on Instagram over the next 12 months.

When it comes to marketing to small businesses that use social media, including Instagram, here are a couple of things to keep in mind:

  • For some SMBs, particularly smaller ones, social media is the backbone of their presence. Accordingly, service providers to SMBs need to appreciate the criticality of this role.
  • Understand the specific challenges presented by the different social media platforms and offer products and services to SMBs that address them. For example, social media requires:
    • Constant attention
    • Quick responses to customer feedback, particularly negative feedback
    • Message and content syncing across social media platforms
    • Management of customer lists and targeting customer segments
    • Syncing with email marketing

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Click on the link to download BIA/Kelsey’s Franchise Advertising and Marketing Research Report for free, compliments of Vya.

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