A Facebook-commissioned study looked at 12,000 regular Instagram users across 13 countries.
The research aimed to determine how regular Instagram users interact with brands on the platform and the impact this has on sales. When asked about the kind of content they liked, most users would prefer authentic over “beautifully produced” content.
66% of people studied were reported to be using Instagram because “they can engage with brands directly” on the platform. The report also found that 87% of participants had taken “some kind of action after seeing product information” on the platform.
When developing paid content like stories ads, brands are advised to try and match the style of content that users like elsewhere on the platform, and strike a balance between being “professional and authentic”.
[2 minute read]