In 2018, nearly seven in 10 US marketers used Instagram for marketing purposes. eMarketer expects Instagram to nearly double its US ad revenues this year to $6.12 billion.
One reason for the large difference in the percentage of marketers using Instagram vs. Snapchat is that Snapchat is primarily a paid advertising platform, while Instagram encourages marketers to use its platform organically, without necessarily having to buy advertising.
Another factor driving strong marketer usage of Instagram is its close ties with Facebook, particularly when it comes to advertising. When making an ad buy on Facebook, marketers can simply check a box to add Instagram feed ads or Stories ads as additional placements. Read the rest at eMarketer.