Marketers on Instagram will double by 2017

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eMarketer predicts the tables will turn on Twitter

Included in eMarketer's social network marketing forecast this year for the first time, Instagram showed itself headed straight to the top of the charts. While only a third of US companies are making commercial use of Facebook's image gallery network — as opposed to the two-thirds with a profile on Twitter — that's about to change in a big way.

eMarketer forecasts that half of marketers will be sponsoring posts on Instagram next year, and that by 2017 it will surpass Twitter by achieving 70% penetration of US companies. Social networks in total are currently used as marketing media by 88% of businesses.

"Now that Instagram is opening up advertising to all businesses, it's not surprising that marketer usage will grow rapidly," said eMarketer principal analyst Debra Aho Williamson in a report. "Its close ties to Facebook are a key advantage."

Facebook has arrived at a plateau in penetration. It's currently used by 84.7% of companies, a number eMarketer forecasts will inch up to 85.8% in 2017.

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