Ever since Instagram opened the floodgates to advertising in 2015, the Facebook-owned photo and video-sharing platform has needed to do very little to prompt the flow of brand demand. Two-thirds (67%) of advertiser respondents to WARC’s Marketer’s Toolkit said they plan to increase investment in Instagram during 2019, more than any other platform.

Yet, aware of its own growing maturity – as well as marketers’ desire for confidence in campaign effectiveness – Instagram commissioned a first-of-its-kind study to better understand how consumers are using the platform. The name of the report, ‘#NoFilter’, emphasised the attempt to offer brands greater transparency.

The study, commissioned by Facebook IQ and carried out by Ipsos Mori, included in-depth interviews with 70 regular users and a survey of 21,000 Instagrammers across 13 key global markets. Key findings included:

  • 80% of respondents globally follow a business on Instagram
  • 87% of users have taken action after seeing product information on Instagram, including liking or commenting on a post, messaging the brand, or sharing with other users
  • 83% said they use Instagram to help them discover new products or services
  • 53% are prepared to follow a brand based on its content alone, regardless of their overall perception of that business, product or service
  • Nearly a third (32%) want brands to showcase personality in their content