Filtered Photos Still Brands' Instagram Go-To
Instagram’s sizable US audience presents advertisers with yet another platform where they can reach loads of consumers. eMarketer estimates that this year, 77.6 million people in the US will access their Instagram account via any device at least monthly, representing 27.6% of the population. By 2018, this figure is expected to pass 100 million people, or nearly one-third of US residents. Brands aiming to reach this group still prefer to snap, filter and share photos on Instagram. According to data released in March 2015 by L2 Think Tank, photos consistently accounted for the overwhelming majority of media posted on Instagram by prestige brands worldwide between Q4 2013 and Q4 2014, hovering around 94% throughout the year. Meanwhile, at the end of last year, videos represented less than 6% of posts on the platform.