Fashion are microinfluencers and microbrands
Bigger is not always better when it comes to Instagram marketing, a reality that many popular influencers face, now that brands prefer to work with microinfluencers (accounts that have less than 100,000 followers). The “nano-influencers” are growing as brands are choosing to work with users of only 1,000 followers in sponsored posts and brand campaigns.
If a certain microinfluencer recommends a product, its followers will probably see it more as a reliable recommendation from a friend instead of a paid campaign and will have greater credibility.
Not only influencers are benefiting from smaller and highly engaged audiences: micro-brands are also increasing. Thanks to the hyper-segmentation capabilities of Instagram ads, micro-brands can design and sell products created for a very specific customer, which can be addressed through Instagram.
Increase in the importance of Instagram Direct
In 2018 we saw a great improvement in Instagram Direct, with the addition of GIFs and video chats, and the application has been transformed from simple one-to-one text messages to a robust group chat platform. Now it seems people are not only using this feature, but it is also becoming an alternative for Facebook Messenger and WhatsApp.
Thanks to the answering functions tagging and sharing in stories, it is easier than ever to start a private conversation with someone on Instagram, and that also includes companies.
In 2019 it may be that Instagram continues to develop functions for direct messages, and we would see how these disappear from Instagram completely and integrate into its own application, as Facebook did with Messenger. In fact, the independent “Direct” application already exists in the United Kingdom, so time will tell if we will also see this all over the world.
It is likely that Instagram will also make it easier for companies to respond to all their direct messages from the computer. Currently, the only way that companies can respond to all their private messages and mentions in the Stories is through their mobile phones.
Therefore, it would be great for Instagram to see an improvement in its direct messages and the ability to respond to DM from the desktop, which would facilitate the CM’s work and social network managers.