Are you paying enough attention to Instagram?

Most recruiters have learned to make good use of social channels to reach and engage prospective students. But social is a pretty fluid space, and the popularity of individual platforms shifts regularly. Yesterday’s must-attend online spaces can sometimes feel a bit too “yesterday,” and the rules of engagement between brands and students are often in flux as well.

Instagram user base by country as of April 2018. Source: Instagram, Statista

Instagram user base by country as of April 2018. Source: Instagram, Statista

For marketers, this means that social media strategies need regular tune-ups to keep pace with fast-moving and mobile audiences. And these days there is no better example of this than Instagram, a photo and video-sharing service that was first launched in 2010 and subsequently acquired by Facebook in 2012.

In the years since, all Instagram has done is grow – and explosively at that. By late 2017, the service was reporting a base of 800 million registered users and an astonishing 500 million daily users.

Growth over the last two years has been especially dramatic – with the user base growing from 500 million in June 2016 to 800 million just over a year later – and this has put the platform squarely on the radar of recruitment marketers.

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