Instagram study2014 by simplymeasured

1. Simply Measured Q3 2014 Instagram Study

2. Simply Measured Q3 2014 Instagram Study 2
Introduction
Instagram is one of the fastest growing social networks
in history. The mobile photo-sharing app, which
launched in October of 2010, now boasts 200 million
monthly active users, 60 million photos posted each
day, and 1.6 billion likes per day.
This incredible growth has shaken up the way social
marketers think about visual content and marketing
to mobile audiences. Today, 86% of top brands have
Instagram accounts, up from 71% at this time last year.
This study analyzes the top brands in the world and
how they use Instagram to build their brand, engage
audiences, and promote their wares by identifying the
successful (and unsuccessful) tactics that these brands
are using, the results they’re seeing, and lessons to be
learned from them.
200 million
1.6 billion
likes per day
monthly active users
photos per day
60 million

3. Simply Measured Q3 2014 Instagram Study 3
Methodology
The “Simply Measured Q3 2014 Instagram Study” looks at
the Instagram activity of the Interbrand 2013 Top 100 Brands.
At the end of each year, Interbrand ranks the top 100 global
brands based several factors, including market, brand,
competitor, and financial data.
The Interbrand 100 is an industry standard and a standard for
Simply Measured network studies. This list is analyzed because
the companies included are the best in the world at building
and maintaining a brand, which is a prerequisite to a successful
social media strategy.
Statistics cited in this study are based on data from Q3 2014
(7/1/14 - 9/30/14).
All data was analyzed using Simply Measured’s industry-leading
social media analytics and reporting platform.
This study also incorporates data for benchmarking from
previous Simply Measured studies, “How Top Brand Marketers
Use Instagram” (October 2013) and “Top Brands See The Big
Picture With Instagram” (October 2012).
6,075 posts by 80 brands
1,314,427 comments
113,030,987 likes
THIS STUDY ENCOMPASSES:

4. Simply Measured Q3 2014 Instagram Study 4
ADOPTION
More Top Brands See Value in Instagram
At the end of Q3 2012, only 54% of the Interbrand 100 had
Instagram accounts. Today, 86% of the Interbrand list has an
account on the mobile network.
Key Findings
• Active brands (brands who’ve posted at least once in Q3 2014)
have almost doubled since Q3 2012.
• 73% of brands post at least one photo or video per week.
This is a 35 percentage point increase over 2012.
• The number of brands with 10,000 or more followers
has grown by 34 year-over-year.
• The number of brands with more than 100,000 followers
has grown by 15 year-over-year.
Take Away
Brands are joining Instagram at a substantial rate and are
dedicating resources to maintaining a brand presence on
the network. By doing so, many brands are finding successful
ways to grow their audience.
Have an Account
Share of Interbrand 100 Brands
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
Active Account
(Posted in Quarter)
1+ Post
per Week
10,000+
Followers
20,000+
Followers
100,000+
Followers
More Brands Are Active and Building Large Audiences
Q3 2012 Q3 2013 Q3 2014

5. Simply Measured Q3 2014 Instagram Study 5
ACTIVITY
Brand Activity Is Being Standardized
A year ago, posting frequency seemed to be spread across
the board, with 18-20 brands posting in each of the three most
common buckets (less than 10 posts, 10-20 posts, and 20-30
posts per quarter). This is no longer the case.
Key Findings
• In Q3 2014, monthly posting dropped in both the
“less than 10” and “20-30” categories but grew
substantially in the “10-20” category.
• The number of brands posting at least once daily
has more than tripled in the last year growing to
20 brands in 2014.
Take Away
This increasingly standardized posting cadence highlights a
more sophisticated and measured approach to the network.
Brands recognize what’s working and have adjusted tactics
accordingly. While not every Instagram marketer boasts an
audience the size of those among the Interbrand 100, their
tactics can act as a reference point for success.
Less Than 10
Number of Brands
Average Number of Posts per Month
35
30
25
20
15
10
5
0
10-20
Q3 2012 Q3 2013 Q3 2014
20-30 30-40 40-50 More Than 50
Brand Posting Frequency Is Becoming More Normalized

6. Simply Measured Q3 2014 Instagram Study 6
ACTIVITY AND ENGAGEMENT
Active Brands Are Driving More Engagement
As activity among top brands grows, so does engagement.
With more brands engaging larger audiences, more posts
being published, and tactics becoming more sophisticated,
users are becoming more receptive to brand content on the
network, giving large brands a bigger return on their
investment in the network.
Key Findings
• Monthly engagement (likes and comments) for the
Interbrand 100 has more than doubled since Q3 last
year and grown by almost 12 times since Q3 2012.
• Engagement with brand posts is growing at a greater
rate than new brands are adopting the network.
Take Away
Now is a better time than ever before for brands to invest
in Instagram. As audiences become more receptive to branded
content, the potential for high engagement and exposure is
continuing to grow substantially.
50M
45M
40M
35M
30M
25M
20M
15M
10M
5M
0M
No. of Active Brands Engagement
Active Brands Are Driving More Engagement
No. of Active Brands
Total Engagements
100
90
80
70
60
50
40
30
20
10
0
Mar. 11
Mar. 12
Mar. 13
Mar. 14
Jun. 11
Jun. 12
Jun. 13
Jun. 14
Sept. 11
Sept. 12
Sept. 13
Sept. 14
Dec. 11
Dec. 12
Dec. 13
Q3 2014
Q3 2013
Q3 2012
Q3 2011

7. Simply Measured Q3 2014 Instagram Study 7
ENGAGEMENT: AVERAGES
Average Engagement per Post Is Increasing
While much of the increased overall engagement is due to
increased brand activity, more users are engaging with each
post as the Instagram user base becomes more comfortable
with branded content, and brands become more effective
at using the network.
Key Findings
• The average engagement per post has grown by
416% over the same time period two years ago.
• In Q3 2014, Interbrand 100 posts averaged 18,822 likes
and comments each.
• During this same time two years ago, Interbrand 100
companies averaged only 3,648 engagements per post.
Take Away
The ability to make an impact with a single piece of content
is growing exponentially on the visual storytelling network.
Top brands have grown per-post engagement by almost five
times over the course of a year.
45M
40M
35M
30M
25M
20M
15M
10M
5M
0
2.5K
2K
1.5K
1K
500
0
Engagement and Posting Volume Are Increasing Over Time
Engagement Posts
Mar. 11
Mar. 12
Mar. 13
Mar. 14
Jun. 11
Jun. 12
Jun. 13
Jun. 14
Sept. 11
Sept. 12
Sept. 13
Sept. 14
Dec. 11
Dec. 12
Dec. 13
25K
20K
15K
10K
5K
0
Engagement per Post Is Increasing Over Time
Engagement per Post
Mar. 11
Mar. 12
Mar. 13
Mar. 14
Jun. 11
Jun. 12
Jun. 13
Jun. 14
Sept. 11
Sept. 12
Sept. 13
Sept. 14
Dec. 11
Dec. 12
Dec. 13
Average Engagement Per Post Total Engagement
Number of Posts

8. Simply Measured Q3 2014 Instagram Study 8
ENGAGEMENT: TIMING
Comments Happen Quickly on Instagram
Most comments on Instagram happen quickly, but
high-performing posts see comment volume peak later.
Key Findings
• On average, posts by top brands garner 216 comments,
with 50% of comments being posted in the first 6 hours
and 75% of comments being posted in the first 48 hours.
• Top brands have staying power. 10% of comments come
after 13 days.
• High-performing posts (posts with double the average
engagement) will peak later, taking more than 13 hours
to hit 50% of total comments.
• Posts with half the average engagement get 50% of
their comments in less than 3 hours.
Take Away
High performing content on Instagram has a longer shelf
life than average posts. This is an important reason to focus
on quality. Instagram users scroll through a single stream of
images, even when using the discovery tools and searching
specific topics. As a post ages, it’s important to have content
that will catch their eye.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
Posts by Top Brands Have a Long Life
Low Engagement Posts High Engagement Posts
1 2 3 4 5
Days Since Content Was Posted
Cumulative Percentage of Total Comments Made
Average Posts

9. Simply Measured Q3 2014 Instagram Study 9
INDUSTRY ACTIVITY
Media Brands Are The Most Active
The most active industry on the Interbrand list is media;
even though automotive is the most well-represented
on the Top 100 List.
Key Findings
• Only four media brands from the Interbrand list are
active on Instagram, but they average 62 more posts
per month than the list average.
• The brands in the media industry average 23,906
engagements per post; 5,084 likes and comments
more than the list average.
• Business services, financial services, and fast moving
consumer goods (FMCG) have the lowest percentage
of brands represented on Instagram.
• While the automotive industry has the highest number
of brands on Instagram (13), the luxury segment of the
Interbrand 100 list maintains 100% Instagram adoption
with all seven brands active on the network.
100
90
80
70
60
50
40
30
20
10
0
20
18
16
14
12
10
8
6
4
2
0
No. of Active Brands
Average Monthly Posts per Brand
Number of Brands Active in Q3 2014
Automotive
Technology
Luxury
FMCG
Electronics
Alcohol
Financial Services
Apparel
Media
Restaurants
Diversified
Beverages
Retail
Sporting Goods
Energy
Home Furnishings
Business Services
Average Posts per Month
Instagram Activity Varies by Industry
Take Away
Instagram is a playground for brands with visually-appealing
products and a unique style. Media, automotive, luxury, and
apparel have all found success on the visual storytelling platform.
13
9
7 7
6 6 6
4 4 4 4
3
2 2
1 1 1

10. Simply Measured Q3 2014 Instagram Study 10
TACTICS: CAPTIONS
Brands Avoid Lengthy Captions…
But Should They?
Brands on Instagram are focused on keeping captions short.
This isn’t surprising, since the network is made for visual
sharing. But, it turns out engagement doesn’t drop when
longer-captioned posts are shared.
Key Findings
• The average caption is 138 characters long,
including hashtags.
• There is no statistically significant correlation
between caption length and engagement.
Take Away
While it may seem intuitive to keep post captions short,
this isn’t necessarily integral to finding success on Instagram.
Don’t be afraid to use the space needed to convey your
message, as long as it adds to the visual focus of your post,
as opposed to detracting from it.
1,200
1,000
800
600
400
200
0
Longer Captions Are Used Sparingly by Top Brands
Number of Posts
<25
<125
<225
<325
<425
<525
≥600
<50
<150
<250
<350
<450
<550
<75
<175
<275
<375
<475
<575
<100
<200
<300
<400
<500
<600
Number of Characters in Post Caption
30K
25K
20K
15K
10K
5K
0
Caption Length Does Not Significantly Affect Engagement
Average Engagement per Post
<25
<125
<225
<325
<425
<525
≥600
<50
<150
<250
<350
<450
<550
<75
<175
<275
<375
<475
<575
<100
<200
<300
<400
<500
<600
Number of Characters in Post Caption

11. Simply Measured Q3 2014 Instagram Study 11
TACTICS: @MENTIONS
Caption Content Isn’t Going Unnoticed
While caption length doesn’t impact engagement,
caption content certainly does.
Key Findings
• On average, posts that include another user handle in the
caption net 56% more engagement.
• Only 36% of all brand posts include at least one @mention.
Take Away
Not every brand is taking advantage of @mentions as a way of
reaching and interacting with a wider audience, but the tactic
has proven successful for those that have done so authentically,
relevantly, and without spamming users. It’s important to note that
users who employ this tactic in an abusive and inauthentic way will
be deactivated, so be cautious and measured in your approach.
25K
20K
15K
10K
5K
0
@Mentions Increase Engagement per Post
Posts with
No @Mention
15,600
24,400
Posts with at Least
One @Mention

12. Simply Measured Q3 2014 Instagram Study 12
TACTICS: HASHTAGS
Hashtags Are the Norm on Instagram
Instagram limits hashtagging to 30 tags per post. Top brands
may not use all 30 allotted tags, but they aren’t shying away
from the technique either.
Key Findings
• 88% of brand posts include at least one hashtag.
• 91% of posts by top brands have seven or fewer hashtags.
• Posts with at least one hashtag average 12.6% more
engagement.
Take Away
Hashtags are an important part of discovery on Instagram,
allowing brands to gain exposure to niche groups and specific
areas of interest. While they may not drive exponential
engagement growth, they give audiences an organic way
to discover branded content through the topics and forums
that interest them.
1.8K
1.6K
1.4K
1.2K
1K
800
600
400
200
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Most Posts by Top Brands Have Few Hashtags
Number of Instagram Posts
Number of Hashtags Used

13. Simply Measured Q3 2014 Instagram Study 13
TACTICS: LOCATION TAGGING
Location Tagging Tied to Engagement Growth
Location tagging gives Instagram users another way to find content.
Several third party apps exist that allow users to search by location,
leading to increased engagement.
Key Findings
• Of the 6,075 Instagram posts, 307 had a location tagged.
• Posts tagged with a location receive 79% higher engagement.
• No brand on the Interbrand list uses location tags on all posts.
Take Away
Only some brands ever tag with a location, and these brands have
higher engagement overall, which suggests a generally higher level
of Instagram sophistication pays off for these brands. When these
brands tag a location, their posts average 29% higher engagement.
No brand in this sample uses location tags on all their posts.
35K
30K
25K
20K
15K
10K
5K
0
Location Tagging Increases Engagement per Post
Engagement When
Location Tagged (307 posts)
32,400
25,200
Engagement When No
Location Tagged (2,994 posts)

14. Simply Measured Q3 2014 Instagram Study 14
Conclusion
Instagram has taken great care to enable quality brand
storytelling. With an active ad network and analytics being
slowly rolled out to enterprise partners, a highly engaged
audience, and updated features, the focus of brand marketers
is on implementing the best tactics for driving engagement
on the network. These top brands have already recognized the
opportunity with Instagram’s 200 million users by increasing their
activity and working to refine their tactics.
The example from the leading companies speaks to the
importance of a sophisticated presence.
1. Maintain a balanced posting cadence.
2. Don’t second guess caption length.
3. Test location tagging.
4. Use hashtags to reach targeted audiences.
5. Mention influential and relevant users in captions
to engage new audiences. Keep in mind that you
don’t want to come across as spam.
By following the example of these brands, and developing
a practical and sophisticated measurement strategy, you can
make Instagram work for your brand as well.

15. About Simply Measured
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