The bar is getting rapidly higher for visual aesthetics and design. For visually motivated audiences much of their brand perception is biased strongly by first impressions and visual cues. Its no wonder 40% of the Interbrand Top 100 Global Brands are trying to engage Instagram’s 80 Million users.
“As a mobile-only, photo-sharing-only platform, the fact that Instagram has seen such strong adoption from both consumers and brands is remarkable” said Adam Schoenfeld, CEO at Simply Measured. “Brands are clearly recognizing that Instagram is a viable network for marketing, and are now looking for ways to better understand the data behind the platform. We’re hearing from clients daily who want to use analytics and measurement to integrate it more deeply into the mix.” The Simply Measured Instagram study evaluates brands and verticals included in the Interbrand 100, identifying key trends and strategies companies use to engage with consumers through social media.
Key findings include:
- Instagram Adoption is Strong – With 80 million users and 40 percent of the Interbrand 100, Instagram is becoming a dominant force in a brand’s social media mix. This will only continue as new administrative features become available that enable brands to control their accounts and drive deeper engagement and business value.
- Early Adopters are Reaping Benefits – Top ranking brands on Instagram lead in number of followers, photos, likes, and comments. MTV and Starbucks boast more than 750,000 followers, while 15 additional brands have developed audiences in excess of 10,000. As might be expected, there is a strong correlation between number of followers and engagement per photo.
- Luxury Brands Lead the Way – Luxury brands take full advantage of the visual network to draw attention to their products, with Audi, Tiffany & Co., Hermes, Gucci, Mercedes-Benz, BMW and Armani playing a leading role in Instagram adoption.
- Filters are Fun, But Not a Cure-All – Sixty percent of photos posted include a filter, with Lo-Fi as the most commonly used filter and Valencia driving a slight uptick in engagement. Overall, neither the use of filters nor the actual filter chosen has a significant impact on engagement.
- Cross-Posting is Popular, But Impact is Limited – 45 percent of all photos are cross-posted, however engagement through Facebook and Twitter accounts for less than one percent of total engagement. This shows that despite the acquisition by Facebook, brands are using Instagram as an independent network, possibly due to its limited “share” functions.
Simply Measured helps brands glean actionable insights from their social media efforts, closing the gap between casual conversations and measurable outcomes. Read the full report here: http://simplymeasured.com/blog/2012/08/how-top-brands-are-using-instagram-study/
To analyze any Instagram profile for free, visit: http://simplymeasured.com/freebies/instagram-analytics#report-170