marinsoftware.com Developing a Successful Marketing Strategy with Instagram Stories 4 Why People Use Instagram According to global Instagram survey results, people use Instagram for a few primary reasons: • It allows them to connect with family and friends. • They can interact with their favorite cuisine, celebrities, and tastemakers. • They can interface with influencers and cultural instigators across different industries. Influencers are a big part of Instagram, but most importantly, Instagram is a place to interact with your favorite brands and services. People’s interaction with Instagram allows businesses to connect at every phase of the consumer journey, making it a rich platform for discovery, research, and locating exciting trends and interests. The Instagram User Journey These numbers show that Instagram is a robust place for user activity. Instagram’s future, however— particularly from an ads buying standpoint—lies in Instagram Stories. 83 % 80 % 60 % 80 % 50 % discover new products and services decide whether to buy a product or service of people on Instagram follow a business or service say it’s a place that enables interactions with brands are more interested in a brand on Instagram search for more information 79 % visit the brand's website or app 65 % visit a retail store they've discovered on the platform 37 % talk to their friends and family about the brand or experience 29 % make an online purchase 46 % follow the brand's account online 31 % What happens after someone sees a product or service on Instagram? Why People Use Instagram Source: Instagram (https://business.instagram.com/getting-started/#why-instagram) Source: Instagram (https://business.instagram.com/blog/25-million-businesses)