A study, carried out by the news agency, indicates that 11% of respondents, coming from 12 countries, responded to resort to Instagram to read news. Only another 1% said they would do the same with Twitter.
Instagram’s share almost doubled, compared to the numbers recorded in 2018, while Twitter has grown only 1% in the last two years. The percentage affecting Twitter has fluctuated between 9% and 12% since 2014, while in that same year, only 2% of users said they consumed information on Instagram.
The Reuters Digital News Report also indicates that it is the young audience that most uses Instagram for this purpose. In a period when users searched more for information related to the new coronavirus, the study found that in April, 12% of American adults used Instagram to consume information on the topic, while the percentage is more than double (26%), in the segment aged between 18 and 24.
As far as information is concerned, text remains the most consumed digital format, but younger generations tend to prefer the audiovisual content that abounds on Instagram. If this “migration” continues, the phenomenon can transform the investment strategy of advertisers who aim to impact the younger audience with their products.
However, it is also important to underline that the information contemplates the creation of more sensitive content, so the association of a brand with a more divisive theme can also harm it. To date, advertising on the platform has been relatively safe, as it has been geared towards enhancing lifestyle pages, but with news consumption increasing on the platform, that may change.
In Portugal, the percentage of users who use Instagram to consume news is already higher than those who do the same with Twitter. However, both platforms are still below Messenger, WhatsApp, YouTube and Facebook. In the national case, however, this may be due to the difference in the number of local users on one network and another.