Instagram overtakes Facebook, YouTube and celebrities as 'most influential social marketing tool'

Research claims the platform is outpacing traditional social outlets when it comes to influencing consumers

Instagram has been crowned the most effective social marketing tool, overtaking Twitter, Facebook and YouTube.

The site delivers more sales and consumer actions than other other social platform, according to a study which documented the 15 biggest biggest influencers on consumer behaviour.

Top 15 Biggest Influencers on Consumer Behaviour

1. Friends

2. Family

3. Partner

4. Customer reviews

5. Television

6. Instagram

7. Facebook

8. An advert

9. Colleagues

10. Newspapers & magazines

11. YouTube

12. Twitter

13. Radio

14. Celebrities

15. Blogs

Millennials were found to be the group most responsive to posts on the image sharing app, with 68 per cent of 18-24 year-olds saying they more likely to purchase an item if someone they followed on Instagram shared it. 54 per cent of respondents said they bought products after spotting them on the channel.

Facebook placed second in terms of social contenders, followed by YouTube then celebrities and blogs – which were found to be the least influential medium overall.

The research was commissioned by Japanese app Takumi, which connects Instagram influencers with brands.

While Instragram topped the social list, consumers said word of mouth was still the most powerful way to influence decisions.

The most influential marketing channel overall was found to be friends, followed by family then partners, completing the top five were consumer reviews and TV with Instagram claiming sixth place.

Earlier this week, the platform launched its Partners program, which will maximise exposure for 40 tech brands on the service including, Tongal and SocialCode.

Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

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