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Doubling of the amount of time spent on platforms but also evolution of practices and redistribution of roles: since the beginning of the Covid-19 crisis, users’ behaviour on social networks has changed a lot. And especially on Instagram, where the expectations of communities are no longer the same, while users are looking for new places to express themselves. This is in any case what two recent studies, published respectively by Kantar and HypeAuditor, reveal. A cross-analysis.
The historic introduction of containment measures on 17 March this year has given birth to new forms of digital communication.
This is particularly true of Instagram, a platform used by more than a billion people around the world, where communities’ behaviours have changed more than ever.
Increased activity
“As countries move deeper into the pandemic, media consumption is increasing across all communication channels in the home. Social networks are clearly leading the way“, said a study published on 27 March by UK-based research firm Kantar.
With nearly 3 billion people currently being confined, community platforms remain the best antidote to isolation.
Inform yourself about the pandemic, stay on top of certain trends, keep in touch with your loved ones despite the distance, be entertained and change your mind through challenges or entertaining videos, Instagram is meeting new user needs and is helping to maintain social interaction. In this sense, it is a real release in times of confinement.
“At the moment, social networks are fulfilling an essential function. People connect to them to satisfy an intense need to maintain links with others“, said the American cultural magazine The Atlantic at the end of March.
As a result, the number of Internet users who use them has increased exponentially in the past month. Global Internet traffic has increased by 70% and the use of social networks by 61%: “Engagement in social media is increasing by 61% compared to the usage rates usually observed“, Kantar continued.
These figures speak for themselves: they show a resurgence in the use of social networks, but they also attest to an evolution in the use of these platforms, and Instagram in particular.
New realities and changes in uses
The behaviour of Instagram communities is, in many ways, a reflection of their current moods, wants and needs.
Since the beginning of the crisis, account searches on Instagram are no longer oriented in the same way and, more globally, the areas of interest for users have evolved.
In quarantine, Internet users are naturally more in search of content related to home-based activities. Thus in France, the subjects that have had the most success on Instagram since the beginning of the lockdown are: sports (+266%), yoga (+230%) and fitness (+65%).
Cooking accounts are also highly popular and gourmet recipes are massively shared among users who fully reinvest in their cuisine.
Other more creative indoor activities are also valued, such as painting, for example, for which Instagram accounts are experiencing a resurgence in attention (+57%) and a boom in likes and comments.
News and political accounts also saw an increase in traffic (+53%), explained by a strong need to stay connected with what’s going on outdoors despite strict isolation.
On the other hand, some topics are clearly abandoned by the platform’s users and attract fewer and fewer followers. This is the case for areas which, far from being primary and vital necessities, represent rather superfluous and useless interests for the populations. In France, we observe a significant slowdown in the growth of snowboarding (-71%), hotels (-64%), hairdressing salons (-49%), luxury goods (-35%) and design (-25%) accounts.
Similarly, what is usually seen as a source of danger appears even less necessary in this period of health crisis: an analysis by HypeAuditor revealed a decrease in the number of subscribers to accounts of electronic cigarette sellers.
The coronavirus crisis has in fact shaken the standards on Instagram. More human, more cautious, more supportive, more committed, more citizen but also less consumerist and less superficial, Internet users are not the same since the containment and no longer express themselves in the same way.
In a particularly anxiety-provoking context, their interest is above all in information but also in all sorts of entertainment, as evidenced by the prosperity of actors and comedians who, between virtual aperitifs and shows, don’t forget to make the French people play down the drama in these difficult times.
Read also >Luxury: does influence marketing still have a place in times of crisis?
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Doubling of the amount of time spent on platforms but also evolution of practices and redistribution of roles: since the beginning of the Covid-19 crisis, users’ behaviour on social networks has changed a lot. And especially on Instagram, where the expectations of communities are no longer the same, while users are looking for new places to express themselves. This is in any case what two recent studies, published respectively by Kantar and HypeAuditor, reveal. A cross-analysis.
The historic introduction of containment measures on 17 March this year has given birth to new forms of digital communication.
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Doubling of the amount of time spent on platforms but also evolution of practices and redistribution of roles: since the beginning of the Covid-19 crisis, users’ behaviour on social networks has changed a lot. And especially on Instagram, where the expectations of communities are no longer the same, while users are looking for new places to express themselves. This is in any case what two recent studies, published respectively by Kantar and HypeAuditor, reveal. A cross-analysis.
The historic introduction of containment measures on 17 March this year has given birth to new forms of digital communication.
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