Recent research by Zoomd has shown that a significant majority of marketers, namely 79%, prefer Instagram over TikTok for video-based user acquisition. This preference has significant implications for businesses and organizations worldwide.
The preference of marketers
The study shows that while 53% of respondents used both platforms in 2023, an overwhelming 79% of respondents allocated at least 75% of their budget to Instagram. This illustrates a clear preference for Instagram as the more stable and reliable platform for advertisers. Additionally, Instagram surpasses TikTok in the number of downloads, making it the world's most downloaded app.
The role of ad-friendliness
This preference can be partly explained by the advertising-friendly environment of Instagram and its parent company Meta. Omri Argaman, CMO of Zoomd, emphasizes how Meta's advertising solutions and the effective performance indicators on Instagram contribute to this preference. Instagram provides a platform that is well-aligned with the needs of mobile marketers aiming for optimal user acquisition.
The use of artificial intelligence and influencers
Furthermore, the study shows that 50% of mobile marketers use artificial intelligence to optimize their campaigns. This underscores the growing role of AI in advertising technology. Additionally, 56% of respondents use influencers and content creators for their user acquisition strategies, highlighting the power of user-generated content.
Challenges in Privacy and Data Usage
The new privacy regulations that complicate the tracking of app users pose a challenge. Only 13% of marketers primarily use first-party data in their campaigns. This indicates a cautious approach in light of stricter privacy rules.
The research shows that marketers are increasingly relying on proven platforms and advanced technologies to expand their user base. With Instagram leading the way, businesses and organizations can learn from these trends to adapt and strengthen their own strategies.