Adweek stated it best, “As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities.”
72% of Instagram users report making purchase decisions based on something that they saw while browsing the app so if you’re not incorporating it into your social media marketing, you’re missing out.
And get this, you don’t need to a huge celebrity to influence buying behavior. Fans and brand advocates drive the most engagement at 8.0%, while celebrities only drive about 1.6%.
You may be thinking to yourself that Instagram is probably more B2C than B2B, but really anyone can use it to promote their brand or product/software/service and use their current customers as influencers.