Content that reflects brand values sees the highest ROI on Instagram

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 19, 2022, 1:47 AM GMT+0

Content centred around the brands' offers the second-highest ROI among all content types.

According to a HubSpot survey, 79% of Instagram marketers have leveraged the platforms’ shopping tools so far. About 82% of marketers post video content on the platform, with Instagram Live giving brands the highest ROI compared to other content formats.

Similarly, 35% of the respondents use Instagram for customer service. Brand values-reflecting content had the highest ROI for marketers on Instagram, with 45% of survey respondents saying they will invest in this content type for the first type in 2022.

While 30% of marketers already work with influencers, another 42% plan to do so for the first time in 2022. In 2022, 37% of marketers claim to focus on increasing brand awareness and reaching new audiences. Advertising products and services (35%), increasing revenue (31%) and fostering customer relationships (30%) are other marketing goals for this year.

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