Although Facebook seems to be the social network par excellence, Instagram prefers professionals.
According to a study by the Metricool company, which has developed a tool that specializes in social media analysis, "the new throne of social channels now belongs to the popular Instagram".
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In a survey of 1483 Spanish social media professionals between the ages of 18 and 65, 97.6% chose Instagram as the social network that they use the most, compared with 81.8% who use more Facebook. So Facebook exceeds Facebook by 15% and continues to increase, while the use of Twitter and LinkedIn is moved to the last positions on the list.
"At what time of the day are more users connected to Instagram?" The above study is requested. So, "the hours of most activity in the social network are, first, from 9 pm to 11 pm, followed by 5 am and 8 am, in second place, and finally the hours with the least traffic of users between 8.00 and 12.00. "
From this data, about the largest number of active users during the day, are the best moments to publish a message or stories on Monday, Wednesday, Thursday and Sunday at 9:00. Secondly, on Tuesdays and Saturdays at 6 pm. And, thirdly, on Friday at 15.00.
With regard to the frequency of publication, the research ensures that the preference is to publish a message or a story once a week. "43.5% of users said they published weekly publications compared to 38.6% who did it daily, only 12.8% published once a month, 3.5% every three months and only 1.6% did it every 6 months or more. "
Regarding the type of content, "the stories win reports in both visits and the frequency of publication." 50.2% prefer to visit the 24-hour stories compared to 49.8% that says more normal publications.
According to Metricool experts, this is because stories are a much more direct and spontaneous content, "which increases the curiosity of content among users of the social network." The temporary nature of the stories, which can only be seen for a day, makes these publications less prepared and tends to be of lesser quality, yet they attract a large number of visitors to the profile of the user. "
Despite the amount of publicity that users find each time they access their Instagram application, "78% of respondents did not make purchases via Instagram, and more than 70% of people who participated in the report confirm that they have the link in the biography to mention a webpage of interest, with the aim that users have access to content outside the social network ".
According to Metricool, Instagram Shopping, functionality designed to purchase products through the social channel, "is not currently very successful with users of the social network, since nearly half of the respondents (47%) do not know this new tool. who know the existence of this function, say more than 90% that they have not used it to make purchases ".