Instagram Approaches the 10 Year Mark with Stunt in Growth

author image Written by: Nicole McCormick           Categories - In The News

Instagram User Growth Drops While Ad Revenues Increase

Building an active user count of over 1 billion people in just 10 years, Instagram is often hailed as not only a cultural phenomenon, but a platform that defined and revolutionized social media over the past decade. But you wouldn’t know this based on the platform’s recent stunt in growth at the end of 2019. According to a report from market research company eMarketer, Instagram’s user growth only grew by a mere 6.7 percent in 2019. While this may not sound all that concerning, what makes the data surprising is that the platform’s growth levels have dropped to a single digit percentage for the first time since Instagram was founded in 2010. In comparison, Instagram’s growth in 2018 was reported to be 10.1%, and eMarketer estimates that Instagram will continue to grow even slower than the platform had previously projected. Source: eMarketer “Growth will be at 4.5% in 2020, revised down from 5.4%, and in 2021, it will be 3.2% instead of 4.1%,” said the report.

Why This Is Happening

So, why the sudden decline in growth? One of the main factors according to eMarketer is increased competition from platforms like Snapchat and TikTok, along with older age groups’ lack of desire to join Instagram.  In fact, the one area where Instagram is experiencing larger than expected gains in the U.S is users that are aged 25 to 34. But even still, this growth is not expected to increase much in the next few years.

What Does This Mean for Advertisers?

Fortunately for advertisers, this likely won’t have much of an impact on ad revenue, as Instagram is still expected to hold onto its position as the second-most used social media platform behind Facebook. “Instagram is doing really well—it is the second-most internet-penetrated social media platform in the US behind Facebook, and despite increased pressure from competition, we expect it to maintain its second-place position with a good gap from the rest of the platforms,” said eMarketer.  In fact, Instagram’s ad revenues are expected to continue growing at high double-digit rates and increase from $9.45 billion in 2019 to $13.86 billion in 2020. This can be partially attributed to the fact that Instagram has opened up more inventory for advertisers with newly introduced ads in different parts of the app, like the Discover tab. The platform is also currently beta testing shoppable ads, which are expected to play a major role in future growth of ad revenue. 

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

How Instagram Is Trying To Appeal To A Younger Audience


You can’t say you haven’t noticed how Social Media networks are trying to get closer to the Tik-Tok style and adapt to the younger audience. And who can blame them?

Facebook, now called Meta, is famous for its revolutionary changes, but as Instagram chief Adam Mosseri said, they now want to switch their focus on simplicity and craft.

That led them to add a new change on Instagram – minute-long stories. The stories will no longer be fragmented into 15-second parts when posted. Reportedly, that is “highly requested by their community”.

It looks like Instagram will now resemble Tik-Tok more – we’ll be able to see a lot more videos on the feed. Feed posts, Stories, and Reels can now be of the same length, while IGTV will be going into retirement.

This means that you will soon be able to post whole Reels in Stories, share ordinary videos as Reels, and, of course, post a Story.

According to this source, this also means that, whenever you record a video in the app itself, Instagram will now automatically publish the video as a Reel, but also show it on your profile and on your followers’ feed. So, the goal here is to increase video circulation on the platform to appeal to new, young followers.

Of course, the biggest difference is that Instagram is limited to showing the videos only to your followers, as opposed to Tik-Tok that can show your content to the whole world.

The biggest difference in Instagram as we know it, however, is that this social network is no longer just a digital photo album. It’s a platform that wants to entertain its users.

What does that mean for you?

Some app users will not like this change and you will have to find a way to adjust your social media strategy to your followers, but also use the situation the best you can – to best suit your business.

Video will now be a primary component in your social media strategy, which means you have to consider how long your audience’s attention span is. How many seconds do you have before they give up watching your content?

That being said, even though the attention grabbing period is shorter, the videos are getting longer – keep this in mind when creating another post.

The Takeaway

Video, video, video. As always, you need to know your audience and the platform you use if you want to put together a successful strategy. That’s why it is very important to take everything into account – the length of the video, the quality of the content, and your followers’ interests. Combine all and connect it with your company and products. It will take time for users to get used to the changes, but if you play it smart – it will be worth it.

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Instagram Opens Stories Link Sticker To All Users


Good things happen to those who wait! Last week, Instagram introduced an option called “Sticker link” that can be used by anyone – even users with less than 10,000 followers – which is a huge boost for small business owners, retail businesses, or social justice organizations, for example. This feature lets you link out to third- party sites, stories, products and a whole lot more via the Stories option in the app.

Up until recently, the “Swipe up” option on Instagram has only been available to verified users and those who met the 10,000 followers threshold. Finally, after years of lobbying and feeling left out, small business owners can use their social media to its full potential – and just in time for the holiday season!

How to use the Sticker link option on Instagram:

After you have uploaded content to your story, select the sticker tool from the top navigation bar. Then, tap the “Link” sticker to add your desired link and tap “Done.” Just like with the other stickers, you can place this one wherever you want on your story and choose color variations.

Why is this important?

If you use it wisely, a social media strategy can bring more clients and ultimately increase your profit – and the “Sticker link” can help you do just that. So, be sure to incorporate it as a part of your content strategy.

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