How Instagram is creating authentic connections between brands & consumers

Prasanjeet Dutta Baruah, Business Head - Technology, Telecommunications, Automative at Facebook shares insights on the top 5 macro trends to watch out for in 2020 and more

e4m by Anjali Thakur
Published: Jan 23, 2020 9:42 AM  | 1 min read

“Four out of 5 Instagrammers associate brands on Instagram to be authentic. Authenticity is the key,” said Prasanjeet Dutta Baruah, Business Head- Technology, Telecommunications, Automative at Facebook, at a GroupM event held on Wednesday.

He spoke on how Instagram was creating authentic connections between brands and consumers.

Baruah also shared data to show that Instagram is for every consumer moment. “94% search for information on the platform, 84% visited/browsed a brand’s website or app and around 71% consumers made a purchase on the platform.”

“Interactivity brings people closer to businesses. Around 60% of businesses on Instagram stories use an interactive element on their organic story every month,” he further said.

He also shed light on how influencers are used on the photo-sharing platform, how they monetize the association with the influencers and why influencers are the authentic voices.

Consumers are influenced by 3 distinct voices, “Brand which includes product features and benefits, packaging, advertising, shopper marketing at retail; trusted experts and word of mouth. He showcased a research wherein Public figures, industry experts, bloggers/content creators and micro influencers topped the chart.”

Lastly, Baruah concluded by sharing the top 5 macro trends to watch out for in 2020. “Influencers entrepreneurs, credibility is king, the rise of influencers, bloggers and podcasts, quality of followers is queen and relevance is everything.”


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