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Marketing

Instagram users top 600 million

Instagram’s user base rose to more than 600 million, the Facebook-owned company says, as new features helped it gain popularity.

The photo-sharing app added 100 million users since June, when it last announced its 500 million user milestone, the company said in a blog post last week.

Since then, the company launched Instagram Stories, its picture and video slideshow feature, identical to the signature function of rival Snap’s Snapchat.

In September, Instagram updated its safety tools to let users control the comments posted on their pictures and videos to combat increasing cases of online trolling.

These changes come as Instagram aims to attract more brands and businesses to the platform, introducing clear iconography to help consumers identify business profiles and tools to help brands get insight into their followers and performance and promote posts.

Instagram first launched its Business Tools six months ago in the US, New Zealand and Australia and has been gradually expanding the offering ever since.

For instance, the company is now testing a new shopping feature called ‘tap to view’, which lets users get more information about a product featured in an Instagram post without leaving the app.

 

When users tap on the ‘tap to view button’, a tag appears on various products in the post—showcasing up to five products and their prices. Once a tag is selected, a detailed view of the product opens, including important product information. If the consumer taps the ‘shop now’ link on the page, they can go directly to that product on the business’s website.

Currently, 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker are testing the tool.

In a blog post about the Australian market, Instagram said there are seven million active users Down Under, and these users check their feeds an average of 11 times per day.

In addition, over 70 per cent of Aussies thinking about starting a business said platforms like Instagram would be their top marketing choice, according to a study conducted by the company.

Instagram, which is expected to add to Facebook’s revenue, is on track to generate $US1.5 billion ($AU2 billion) in advertising revenue this year, according to research firm eMarketer.

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