Dive Brief:
- Fashion and beauty brands are increasingly betting on the social photo-sharing platform over other new media such as Pinterest.
- Its newly opened API provides marketers third-party tools for measurement and advertising.
- Perhaps more to the point, Instagram’s ad revenue is expected to increase 170%, according to a Bank of America Merrill Lynch estimate.
Dive Insight:
Based on engagement metrics and social reach, fashion and beauty brands are focusing their marketing efforts on Instagram over other media. Cosmetics brand Elizabeth Arden has gone as far as no longer posting on digital scrapbooking network Pinterest. And Estée Lauder says Instagram is its fastest growing platform. A spokesperson from the beauty conglomerate told Digiday, “[Estée Lauder wants] to be where our consumers are, and our customers and beauty enthusiasts love Instagram because of its visual and easy-to-consume nature.”
Just last week Instagram opened its API and marketing technology companies are taking advantage of these new capabilities. For example, Salesforce released new tools for publishers and advertisers that allow for publishing, engaging and analyzing Instagram content from within the Marketing Cloud. Hootsuite began allowing scheduling of Instagram posts from within its platform.
