Retailers must respond to rising popularity of Instagram

Instagram is the most popular social media platform amongst UK consumers, with 46% selecting it as the app they have consumed the most content on during the Covid-19 crisis, according to research from Influenster.

Its survey of 3,232 people also found that 82% have increased their social media consumption since the outset of the pandemic.

During lockdown, 67% upped their use of Instagram; the photo sharing app is a hit with those interested in influencer content and shopping content. 47% of Brits have also increased their use of TikTok since the pandemic started. The entertainment app has become the most used platform for one in five consumers.

A quarter of those surveyed, meanwhile, prefer shopping on social media, and of these, 92% do so from Instagram, followed by Facebook at 39%. 22% shop from YouTube and 20% from TikTok.

“This data reveals that social media is playing an increasingly important role in brand engagement and consumers’ purchase decisions. It’s vital for retailers to respond to this behaviour shift and ensure their social media presence meets consumer expectations,” says Suzin Wold, SVP Marketing, Bazaarvoice, owner of Influenster.

“The rising popularity of Instagram, as consumers search for influencer and shopping content, coupled with the increased use of new platforms like TikTok, present a key opportunity for retailers to use consumer-generated content,” she adds.

“By focusing on their community, retail brands can provide relevant, high-quality content that engages consumers on the platforms that matter to them most. This empathetic approach is also crucial for retailers to build trust.”