Among major social networking sites, only Pinterest is growing faster: The proportion of Interbrand companies using Pinterest reached 69% as of February 2013, up 10% from 63% three months earlier.
That increase in Instagram adoption comes despite many changes on the social network over the last three months, including controversial privacy updates, Web profiles, and Web feeds, as well as dropping support for Twitter cards, Simply Measured points out.
Below, additional findings from a report by Simply Measured, which measures social media adoption among the Interbrand Top 100.
Brand activity on Instagram is up, too. Among the Top 100 brands, 41% now post at least one photo per week, up from the 34% that did so three months earlier.
Engagement Increasing as Instagram Audiences Grow
Among the Interbrand 100, audience sizes continue to climb:
- The number of brands with 100,000+ followers on Instagram increased from 8 to 10, led by MTV, Starbucks, and Nike. Other brands such as Volkswagen and Gap are on track to pass that milestone in the coming months.
- 26% of Interbrand 100 brands now have 10,000+ followers, up from 20% in the previous quarter.
Moreover, among the Top 100 brands, consumer engagement increased 35% on average quarter over quarter, as the proportion of brands driving engagement increased:
- The top 8 brands now account for 80% of total engagement on Instagram; three months earlier, the top 8 accounted for 92% of total engagement.
- The top 10 brands, ranked by followers, grew engagement levels 19% on average over the quarter, fueled by increases in follower counts.
- Gucci and Tiffany & Co. have roughly doubled their engagement levels, after growing audiences 65% and 75%, respectively.
Interactions Beyond Instagram
Brands’ photos generated more than 4,800 engagements interactions (e.g., likes, comments, Tweets, and Facebook shares) during the three-month study period:
- Facebook played a critical role: 98% of Instagram photos posted by top brands were shared via Facebook, resulting in 274 engagements per photo, a 30% increase quarter over quarter.
- Engagement with Instagram photos on Twitter fell 17% over the same period, as Instagram dropped Twitter cards integration.
Overall use of filters by brands is on the decline, but Lo-Fi remains the most trusted filter, while Hudson boasts the most engagement, Simply Measured found.
About the data: Findings are based on the Instagram activity of the Interbrand Top 100 brands from Nov. 1, 2012 to Jan. 31, 2013.
Continue reading "Instagram and Top Brands: Engagement Up as Audiences Grow" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Social Media:
Hot Topics: The Summer Conversions Trending on Twitter [Infographic]
Based on what's been trending on Twitter, this summer is going to be all about live music, discovery, and thrills. read this »
Four Things TikTok Can Teach Us About Presentations
TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base. read this »
The Top Pride Hashtags on LinkedIn [Infographic]
To help marketers figure out the best hashtags to use on LinkedIn this Pride Month, the professional social network created this infographic. read this »
The Benefits of Talking About Sustainability on LinkedIn [Infographic]
Explore how addressing sustainability topics on LinkedIn such as emissions and renewable energy can help boost engagement with audiences and influence purchase decisions. read this »
How to Know Whether TikTok Is Right for You or Your Business: Wave Wyld on Marketing Smarts [Podcast]
Is TikTok right for business? Is the platform mature enough? How do you get started? We try to answer those questions and more in our conversation with Wave Wyld, a TikTok consultant and queen of trend alerts. read this »
Video Ad Specs That Work Across Social Networks [Infographic]
This infographic provides common specs for social media video ads that marketers can use across channels. read this »