For several years now, META has been supporting its presence on the continent through its Facebook, WhatsApp, and Instagram platforms, thereby contributing to the development of the digital ecosystem in a region where social media has 155 million monthly active users.
For its part, Instagram, a major influencer, has grown at breakneck speed in both Europe and Africa. The continent is also a pioneer in this field, thanks to numerous influencers who have chosen to use digital technology to express their creativity and promote their countries. In fact, at the end of 2021, Instagram launched the Visa to Africa campaign, featuring ten content creators to promote travel to Africa. Supported by the World Tourism Organization and the Côte d'Ivoire Ministry of Tourism and Leisure, the initiative aimed to encourage post-COVID economic recovery through the tourism sector, while highlighting the tremendous attractions of the African continent.
Stories, Reels, new algorithms… Instagram is constantly evolving to adapt to user habits and compete with platforms such as TikTok. These new trends have a considerable impact on user behavior and are therefore an interesting subject of study for advertisers and their marketing strategies. So, what are the Instagram trends to watch in 2023?
To observe the evolution of the social network from year to year, Metricool has just published a new edition of its study on Instagram usage. The study aims to identify the strategies and formats that are currently successful, and to make more appropriate decisions in terms of strategy:
- Reels are still the format that generates the largest audience and the highest number of interactions. The average reach of Reels remains twice as high as that of traditional feed posts. They are the format of choice for reaching new audiences who are not yet familiar with a brand.
- Stories are essential for maintaining engagement among your community of followers.
- According to the study data and the accounts observed, it appears that the higher the frequency of publication, the greater the number of followers.
- The best time to post on Instagram is still in the evening, at 8 p.m., regardless of the day.
- The average reach of Reels has decreased by up to 76%, mainly because, according to the study, there has been an increase in the volume of Reels posts by brands. This has led to a decrease in the individual reach of each post.
To view the full study: https://metricool.com/fr/etude-instagram/
It should be noted that social media networks are becoming increasingly prevalent in the media landscape in French-speaking sub-Saharan Africa. Facebook, Instagram, WhatsApp, etc. are at the heart of African internet users' lives, even though internet access on the continent remains a critical issue, forcing digital giants to adapt to the realities on the ground.
In addition, META announced the launch of Instagram Lite in sub-Saharan Africa, a new lightweight version of the Instagram app for Android designed to address unstable connectivity and high data costs. This version has been rolled out in more than 170 countries, particularly in developing countries.