nick westergaard | branddrivendigital.com | 2015

social spotlight

BRAND DRIVEN digital

InstagramHow to Create a Picture Perfect Presence on the Social Web’s Most Unique Network

Easy Fun Photo Filter App

Photo via Wikimedia Commons user jzollman

Instagram: Social Spotlight

‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

1

Instagram by the Numbers

1 user/secinstagram gains one new user every second

Each secondinstagram users perform 575 likes and 81 comments

Source: Instagram

300 millionmonthly active users

The Rise of Instagram

Momentum Continues

Especially with Younger Users

Leading Photo Client for 12–34 yos

Currently Tied for Second …

70 millionphotos & videos shared each day

Source: Instagram

$1 billionthe amount facebook paid when purchasing instagram in april 2012

Source: SimplyMeasured

Brand Adoption Is Rising

Source: SimplyMeasured

… As Is Their Use

Big Brands Are Taking Notice

Most Are Very Active

Source: Diffbot Page Classifier

Image Sharing on Twitter Is Up

Source: Diffbot Page Classifier

Instagram Impacting This

138 charactersthe average caption is 138 characters long including hashtags. speaking of hashtags …

Source: SimplyMeasured

Hashtag Use

2

How Brands Engage

Personal vs. Brand Account

Brand Promote Events Educate

Encourage UseLaunch ProductsPosition

What You Can Do on Instagram ...

Unexpected Brands Get Visual

Text Over Photos

Content Strategy

Photo via Flickr user ragesoss

#Hashtags

Case Study: Audi

‣ Not as big as MTV, Starbucks

‣ Avg. 4.5 engagements per

follower

‣ Avg. 1,423 likes and 34

comments per photo

What Audi Does Right

‣ KISS! Just photos

‣ No random snapshots — use

high-end product photos

‣ Most used tag not product —

#awesome

Comments –> Engagement

‣ Low-performing posts get 50% of comments in less than

3 hours

‣ On average, Interbrand 100 posts receive 50% of their

comments in the first 6 hours

‣ High-performing posts peak later, hitting 50% of total

comments after more than 13 hours

Source: SimplyMeasured

Case Study: Milwaukee Brewers

3

Things to Remember About Instagram

Fun Fact

Business Blog with Tips

10 Most Followed Accounts‣ Justin Bieber

‣ Kim Kardashian

‣ Selena Gomez

‣ Taylor Swift

‣ Kendall Jenner

‣ Kylie Jenner

‣ Rihanna

‣ Zooey Deschanel

‣ Barack Obama

‣ Snoop Dog

10 Most Followed Brands‣ MTV

‣ Starbucks

‣ Burberry

‣ Nike

‣ GE

‣ Gucci

‣ Audi

‣ Tiffany & Co.

‣ Hermes

‣ McDonalds

Dig a Little Deeper

Measurement

‣ Very little data — no links

‣ Followers

‣ Likes

‣ Comments

‣ Engagement of Community (like Audi)

Instagram Reminders

‣ Ability to push updates to Facebook (Pages too), Twitter,

Tumblr, & Flickr

‣ Can use hashtags

‣ Post acquisition, Instagram ‘likes’ are now registered on

Facebook

‣ No share feature for “cross-pollination”

‣ Basic web-based presence

‣ More popular among B2C (now), luxury sector

Ads Starting to Appear

Like2Buy

Which Brands Do You Follow?

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard