Day after day, we are all spending more and more time on the various social networks around us. Yes, for a long time, it was believed that many platforms were dedicated to the younger generation, it is a reality, at the present time, everyone or almost is registered on at least one social network. Quite simply, according to a Médiamétrie study published at the start of the year, six out of 10 French people say they connect to social media every day. Social media which, moreover, alone represent a third of the time spent on the Internet. We understand, therefore, in 2020, the French are neither more nor less addicted to these services. And if there is one who is particularly successful at the moment, it is undoubtedly Instagram!
A platform boosted by Facebook
In case you are one of the few people who has never heard of Instagram, know that it is a social network dedicated to the image that counted more than a billion monthly active users at the end of 2019, including 500 million who log on every day. In short, nearly one in seven people around the world is active on the platform, created in 2010 and acquired by Facebook in 2012. And this is particularly true for 18-35 year olds, who constitute the age group the most present on the service. In France, more than 28 million unique visitors per month and more than 11 million per day are recorded to date. But what exactly are we doing there, on this social network dedicated to images?
At the time of its inception, Instagram was primarily focused on photo content, allowing its users to share, edit, and view highly-crafted, high-aesthetic images in a news feed presenting the content in chronological order. Then, over the months and years, the service has evolved. In addition to hosting photos, Instagram has started to highlight videos under a minute, still particularly sophisticated. And then, in August 2016, the platform launched Stories, a format that changed everything.
The Stories phenomenon
Everyone will tell you, what makes Instagram so successful today are its stories, namely these ephemeral images and video content that automatically disappear after 24 hours. Stories are used to share everyday moments simply and instantly, unlike the general news feed which showcases more graphic and less “real” content. “ And let’s face it, this is true for anonymous as well as for celebrities, who are more and more numerous to use Instagram Stories to communicate with their community.
Influencers, artists from music, television or even cinema and sportsmen of all kinds (in particular footballers and professional poker players), use this feature to share daily behind the scenes of their life, whether it is professional or personal, with their fans. Currently, it is considered that more than 8 out of 10 Instagram users post more or less frequently on Instagram Stories, with a publication frequency set at 2.3 posts per week. This represents millions of content posted every day. So why not you ?
The power of live content
In this spring of 2020, another strong trend is emerging from Instagram: the explosion of live content. As Guillaume Thevenin, head of media partnerships and public figures within the social network, recently explained, the number of views on this format has doubled during the month of March 2020. If live videos are so successful, it is because they ensure real interactivity between those who create the content and those who consult them. However, it seems that this is what more and more Instagram users are looking for. And then, it must be said, creating a live on the social network is extremely simple! And the functionality has the advantage of allowing us to share a live with other users, which increases the surprises and possible formats!
A social network that wants to focus on friendliness and respect for everyone
Finally, the last point that is undeniably increasing the popularity of Instagram at the moment is the fight led by its management to make it a service where hate, stalking and unwanted interactions no longer have their place. No need (in most cases) to make your Instagram private to protect yourself from possible insults: month after month, Instagram teams unveil new tools to ensure users experience as benevolent as possible. For example, in May, Instagram launched three tools to more easily manage interactions and give more visibility to positive feedback from community members. Now, to find out whether or not Instagram is really the experience you are looking for on social media, all you have to do is test the platform!