Most people with social media accounts started those accounts to stay connected with important people in their lives. Often, this involves posting photos. And when it comes to posting photos — no social media platform is quite as beloved as Instagram. The photo diary platform was first launched in October 2010 in its initial form. It has quickly grown to be one of the most popular social media sites for Millennials and Gen Z. Today, Instagram is used for far more than posting photos. This all-in-one platform is often a one-stop for posting, communicating, and within the past few years— shopping.
Instagram is one of the fastest-growing social media platforms of today, and brands who aren’t utilizing its messaging platforms are missing out on a vital connection with close to two-thirds of their consumer market. However, creating a successful customer marketing campaign isn’t as easy as hopping on the platform and communicating with customers. Brands face many issues when it comes to implementing a sweeping social media messaging campaign on Instagram. Like all social media platforms, utilizing its features incorrectly isn’t just embarrassing to the brand image — it can be disastrous.
Tools like Mitto Conversations aim to maintain a consistent brand for companies utilizing social media messaging as a tool for customer communication.
The Power Of Instagram Messaging
As SMS marketing campaigns have shown, consumer communication strategy is ever-evolving. Statistics have shown that Instagram is a rising star on the communications front, which is likely why so many businesses are starting to see Instagram Messenger as a valuable tool. In 2020, a Statista poll estimated 63% of Internet users between 15-15 years old used Instagram. During this same year, Instagram projected it would reach 1.2 billion users by 2022. As of 2023, they have exceeded this initial estimate, landing 1.4 billion + active users globally. Each of the platform’s users gets on Instagram multiple times per week — some multiple times per day, and each time interacts with hundreds of pieces of content. As well as interacting with others’ posts, they also use Messenger to interact with each other and brands.
Users clearly think of Instagram as more than just an app for looking at photos and videos. The messaging app works as a multi-functional communication tool, allowing users to reply to photos, stories, create group chats, and maintain private chats with friends and family. While some may still think of Instagram as just a place to interact socially with people they know, data is clear that people use it for more than just chatting with friends. Businesses make up a huge portion of relationships on Instagram, and of regular users on Instagram, nearly 90% follow another business.
So, why is Instagram an ideal place for businesses to interact with their customers? Businesses might cite many reasons, but one of the biggest drivers of Instagram Messenger is personalization. Instagram offers messaging personalization businesses can’t always achieve with SMS. It provides a platform to easily engage with their customers in a way that feels comfortable to customers. This personalization is a relationship-builder, allowing customers to ask questions about products, engage with product content, and learn more about potential products without leaving their favorite app or going out of their way to find products they are interested in. The statistics support this, as well. A recent survey showed close to 65% of brands who have used Instagram Messenger to send personalized content noticed increased customer conversions.
In a world where poor personalization can make or break a customer relationship, Instagram can help businesses avoid the issues facing that potential break in the consumer-business relationship. Recent surveys have shown that businesses that don’t prioritize quick responses can lose customer faith. Nearly half of consumers expect responses to their inquiries from brands in four hours or less. Additionally, over half of consumers (60%) mentioned that they would stop interacting with businesses that can’t make customer personalization a priority.
But all the talk of personalization and customer interaction can seem overwhelming to businesses without a social media strategy. Collecting and using consumer data can help ensure you have enough information to make a compelling connection with your consumers. And utilizing tools like Mitto Integrations can help integrate all your data into one seamless consumer outreach campaign.
How Mitto’s Solutions Fit In
Brands like Mitto help businesses reach their full potential by connecting brand engagement tools into one platform. As of 2021, the world’s top three social media channels include Facebook, Instagram, and Twitter. Most social media users don’t have just one account on these social media kingpin platforms — they have at least two or more. This provides brands with ample ways to communicate with customers, but it’s up to the customer to choose which platform works best for them. By working from one unified inbox, brands using tools like Mitto Conversations can maintain one consistent brand identity across the most engaging social media channels while also building a customer relationship.
In a recent interview, the CEO of Mitto, Andrea Giacomini, said, “Social media networks have evolved from their early days as consumer-to-consumer platforms and are now highly effective channels for brands to engage, advertise and grow their business. Customers are comfortable, familiar with and already on these channels, allowing brands to seamlessly and naturally facilitate conversations without forcing customers to leave to another channel. With the addition of Messenger, Instagram, and Twitter to our portfolios, brands can manage all two-way customer conversations across all of the most popular channels through a single provider, giving them the flexibility to scale without draining resources.”
Mitto Conversations is a tool for businesses that provide one inbox for all communication platforms — including social media, SMS, and more. Mitto’s tool provides brands with the ability to communicate with their customers in a way that makes sense for them; it also provides consumers the ability to communicate with brands in a way that is comfortable. The Mitto Conversations dashboard lets brands begin messaging without integrating APIs. Additionally, it supports brands 24/7 so that they are always in compliance and always able to meet their customer’s security needs.
On top of all this, Mitto Conversations allows brands to customize the content they provide to their target demographics using customer data & tools for understanding how social media messaging platforms, like Instagram Messenger, function. One way in which messaging on Instagram can be amplified is by using the “language” of social media platforms, such as memes or emojis with younger demographics. Older demographics, on the other hand, appreciate more formal, concise, but in-depth communication when interacting with brands. Mitto Conversations can help businesses analyze data in a way that can parse the right conversational tone for the right demographic.
Instagram Messenger can be an extremely powerful tool for brands hoping to elevate the way they interact with brands. But utilizing a tool like Mitto Conversations can help brands get the most out of those interactions in a way that supports their consumers, builds trust, and builds brand awareness concurrently.
About Mitto AG:
Mitto AG is focused on bringing brand communication into the 21st century. Founded in 2013 by Andrea Giacomini and Ilja Gorelik, Mitto has evolved to provide Chat App APIs, SMS, Voice, & Messaging to businesses. They operate globally, helping businesses and their customers stay connected for life. Follow Mitto on Twitter: @mittoglobal
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