Could Instagram be the New Social Channel for Daily Deals?

If you’re a daily deal provider looking to attract new consumers, Instagram may be your new social media target. With over 80 million users to date, it is a channel that should not be ignored.

According to data released this week by Simply Measured, 40% of the top 100 Interbrand brands are now active on Instagram and have had great success. This success gives insight into the relevance of Instagram as a social network for brands.

The photo sharing focus of Instagram allows these top brands to spread brand awareness by posting images of their products. Audi, an example given by Simply Measured, uses the platform to post hand-picked, well-edited, and beautiful images of their cars; pictures that could be used, or may even have been used for their marketing collateral. Audi’s success is evident through its engagement stats that show about 4.5 engagements per follower: an average of 1,423 likes and 34 comments per photo. While there is currently no data on the conversation rate of this engagement into sales, the engagement results cannot be ignored.

Its engaged audience coupled with its photo sharing focus makes Instagram the perfect match for daily deal providers. Not only are there a large number of consumers ready to be reached, but the photo sharing capability of this medium fits perfectly into the daily deal model. Since most deals are highlighted with a photo, daily deal providers can simply post that same photo, accompanied by the link to its purchase site to advertise it.

It is important to note that Instagram, as a mobile-only platform, will require daily deals to have mobile payment functionality in order for this medium to be useful.

Instagram offers an entrance into a mass of engaged users that the daily deal industry has not yet utilized. Brands are slowly, yet successfully entering this space and it is time the deal industry did the same.