If you are looking for hardcore Millennial music fans, look to Instagram. A Nielsen study commissioned by the platform shows that Instagram users are 42% more likely to spend money on music than the rest of the population, and those that follow musical artists spend twice as much on music each year than other social networks. When House of Blues ran a 13-day campaign using direct-response ads on Instagram they saw a 64% higher ROI than prior benchmarks. According to one analyst, brands looking to align with artists or bands on Instagram should: “Choose wisely. If your brand is edgy, find edgy musicians to work with. If your brand is about being friendly and accessible, find a crowd pleaser.” (Adweek)
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