Facebook's hold on the social media ecosystem won't loosen anytime soon according to research from eMarketer which predicts a thirds of social media users will use its site Instagram by 2021. Furthermore, it will double its current ad revenue by 2019.
The marketing company's data claims that 30% of all social media users across the world will be on Instagram in the next four years, a quarter increase of the 593.7 million users it boasted in 2017.
The group predicts that Instagram ad revenue will grow from $4.10bn in 2017 to $10.87bn by 2019. The app has borrowed features heavily from rival Snapchat, and some newsfeed quirks from Facebook, all acts that have helped deliver a clear service according to eMarketer analyst Cindy Liu.
She said: "Instagram’s exponential growth in popularity over the past two years is a direct result of new product updates and features including Instagram Stories, live video, geostickers and face filters that have kept its user base active and engaged."
Liu added: "We see no signs of this slowing down in the near future, and the company’s strategic push toward international markets—in particular Southeast Asia—will continue to fuel growth in the years to come."
Instagram's focus on emerging markets will help give the app a foot up over Snapchat, claimed the analysis.