Now that 88.2% of U.S. companies overall use some form of social media platform for advertising, it’s safe to say that the model is a success. Instagram is a huge part of that success, and it is seeing a big boost from its ad programs. As a result, more companies could be hopping on board.

According to a recent eMarketer report, 32.3% of U.S. companies with 100 employees or more will begin using Instagram in some form or another for marketing. That’s an estimate for the end of this year, and it’ll go even further over 2016 and 2017. By next year, the number will increase to 48.8%, and up to 70.7% once 2017 rolls around. That will give Instagram a further edge in surpassing Twitter.

“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. “Its close ties to Facebook are a key advantage.”

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While Twitter will still continue to see growth when it comes to U.S. companies using the site for marketing, it will have a much lower penetration, by about 1.4% over the next couple of years. The chart below breaks down just how low its effectiveness is compared to the thriving Instagram.

Meanwhile, Facebook will continue to see success within the social arena. By the end of this year, 84.7% of U.S. companies (with 100 employees or more) will be using the site for marketing, and it will see a slight increase over the next couple of years, getting to 85.8% in 2017. That’s not necessarily bad news, since its numbers are still higher than Twitter, and a little ahead Instagram, which Facebook owns.

It just goes to show that Instagram’s advertising model is incredibly effective, and will continue to thrive as the next couple of years go on. Facebook will continue to succeed right alongside it. Meanwhile, Twitter may need to figure out a way to make its advertising more relevant.

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