simply measured q3 2014 instagram study

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A comprehensive benchmark look at the Interbrand 100 on Instagram, how brands are finding success, which tactics work, and how audiences have grown and engaged over time.

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Page 1: Simply Measured Q3 2014 Instagram Study
Page 2: Simply Measured Q3 2014 Instagram Study

Launched in October 2010

200 million monthly active users

60 million photos posted each day

1.6 billion likes per day

ABOUT INSTAGRAM

Simply Measured Q3 2014 Instagram Study Source: Instagram

Page 3: Simply Measured Q3 2014 Instagram Study

86% of the Interbrand 100list have Instagram accounts

73% of brands post at leastone photo or video per week

INTERBRAND 100

Simply Measured Q3 2014 Instagram Study

73%

86%

Page 4: Simply Measured Q3 2014 Instagram Study

Brand adoption has consistently grown since Q3 2012

INTERBRAND 100

Simply Measured Q3 2014 Instagram Study

Brands with 100K+ followershave grown by 162% in two years

Q3 2014

34

Q3 2013

19

Q3 2014

86

Q3 2012

54

Q3 2013

71

Q3 2012

13

Page 5: Simply Measured Q3 2014 Instagram Study

Likes and comments have more than doubled since Q3 2013 and have grown 12x since Q3 2012

Engagement with brandposts is growing at agreater rate than brandsare adopting the network

TRENDS

Simply Measured Q3 2014 Instagram Study

Num

ber o

f Act

ive

Bra

nds

Enga

gem

ent p

er M

onth

100

90

80

70

60

50

40

30

20

10

0

50K

45K

40K

35K

30K

25K

20K

15K

10K

5K

0Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014

Q3 2012

Q3 2013

Q3 2014

Page 6: Simply Measured Q3 2014 Instagram Study

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 inQ3 2014, growing to20 companies

TRENDS

Simply Measured Q3 2014 Instagram Study

Less Than 10

Num

ber o

f Bra

nds

Avg. Number of Posts per Month

35

30

25

20

15

10

5

010-20 20-30 30-40 40-50 More Than 50

Q3 2014Q3 2013Q3 2012

Page 7: Simply Measured Q3 2014 Instagram Study

Average engagementper post has grown by 416% in the past two years

Interbrand 100 posts averaged 18,822 likesand comments in Q3 2014

ENGAGEMENT

Simply Measured Q3 2014 Instagram Study

Q3 2012

20,000

15,000

10,000

5,000

0

Q3 2014Q3 2013

Page 8: Simply Measured Q3 2014 Instagram Study

On average, Interbrand 100 posts receive 50% of comments in the first 6 hours

High-performing posts peak later, hitting 50% of total comments after more than 13 hours

Low-performing posts get 50% of comments in less than 3 hours

COMMENTS

Simply Measured Q3 2014 Instagram Study

Page 9: Simply Measured Q3 2014 Instagram Study

The automotive industry is the most well-representedon the top 100 List, but media is the most active industry on Instagram

Media brands average62 more posts permonth than the list average and 5,084 more likes and comments than the list average

MEDIA BRANDS

Simply Measured Q3 2014 Instagram Study

0

20

40

60

80

100

0

5000

10000

15000

20000

25000

Posts per Month

Engagementper Post

Media Brands Brand Avg.

Avg

. Pos

ts p

er B

rand

Tota

l Eng

agem

ent

Page 10: Simply Measured Q3 2014 Instagram Study

Only 36% of all brand posts include one or more @mention

On average, posts that include another user handle in the captionnet 56% more engagement

CAPTIONS

Simply Measured Q3 2014 Instagram Study

The average captionis 138 characters long, including #hashtags

Page 11: Simply Measured Q3 2014 Instagram Study

88% of posts includeat least one hashtag

91% of posts by top brands have seven or fewer hashtags

Posts with at least one hashtagaverage 12.6% more engagement

HASHTAGS

Simply Measured Q3 2014 Instagram Study

Num

ber o

f Pos

ts

Number of Hashtags Used

1.8K

1.6K

1.4K

1.2K

1K

800

600

400

200

00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Page 12: Simply Measured Q3 2014 Instagram Study

ABOUT SIMPLY MEASURED

Simply Measured Q3 2014 Instagram Study

Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place.Find out more at simplymeasured.com

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