It’s common knowledge that a massive amount of digital content is being created daily on social networks. How much is massive? Every second there are 2,100 new posts on Instagram bringing an average of 180 million uploads each day. This rate of content creation spells nothing but opportunity for businesses. Not only is it now a necessity for brands to become active on Instagram, but they must have a clear strategy in place to take advantage of the continuing popularity of the most powerful social media network. Why Instagram is important for brands Instagram is capturing the most sought after audience on the planet – millennials who are 18-24-years-old and earn $50,000 to $74,000. This demographic uses Instagram as their favorite social media platform over those of the same age earning $25,000 – $49,000 annually. Instagram users aren’t just browsing through the endless content; they’re using it to discover new products and brands. In fact, 47 percent of Instagram users rank the platform in their top 10 channels used for product discovery. Additionally, 45.6 percent of Instagram users are more likely to remember a brand marketing themselves on the social network over television commercials and other traditional media. In fact, my company has conducted in-house based research and our clients have found that 21.8 percent of their customers discovered a product on Instagram and purchased it within the last six months. The numbers don’t lie; brands must have a presence on Instagram in order to reach their core audience, increase awareness, and build loyalty.