A year and a half ago, Instagram rolled out the welcome mat to all advertisers. Since it came out, Instagram now has over 1 million monthly active advertisers. This news was announced by the company on Wednesday. This is five times as many advertisers as the Facebook-owned photo-and-video app claimed 13 months ago and twice as many as it had six months ago, though it’s only a quarter of Facebook’s 4 million advertisers.
This is probably because Instagram has proven itself as both an advertising channel and a conduit for customers to contact businesses.
Over 80 percent of the 600 people using Instagram each month follow a brand. In the last month, 120 million people (about 20 percent of the company’s audience) have used Instagram to visit a brand website, get directions to a business location, or contact a company by phone, email or direct message.
The rising number of people using Instagram like its a brand new version of the Yellow Pages is bolstered by Instagram’s adoption of business-specific accounts. Back in late May 2016, Instagram rolled out business profiles that added a button to brand’s profile pages that allowed people to contact the business and and an option for businesses to buy ads within Instagram’s app. Almost nine months, 8 million companies converted their accounts to Instagram’s version of Facebook’s Pages.
Instagram is even adding to the ways people are able to communicate with businesses through its app. It will be adding a way for people to book services later this year, such as scheduling a haircut, through a business’s Instagram profile.