Simply Measured Q4 2014

Instagram Study
Introduction
Instagram is one of the fastest growing, most exciting
social networks in history. The mobile photo- and video-
sharing app, which launched in October of 2010, now 2.5 billion
boasts 300 million monthly active users, 70 million Likes per day
photos posted each day, and 2.5 billion Likes per day.

300 million
This incredible growth has shaken up the way social
marketers think about visual content, marketing to
mobile audiences, and the possibilities therein. Today, monthly active users
86% of top brands have Instagram accounts, up from
71% last year.
This study analyzes the top brands in the world, and
how they use Instagram to promote themselves and
engage their audiences. Stay ahead of the curve by
learning about the successful (and unsuccessful) tactics
these brands employ, as well as trends and results.
70 million
photos per day

Simply Measured Q4 2014 Instagram Study 2

Methodology
This study looks at the Instagram activity of the
THIS STUDY ENCOMPASSES:
Interbrand 2014 Top 100 Brands.
The Interbrand 100 is an industry standard and the standard
for all 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.
6,293 posts by 82 brands
Statistics cited in this study are based on data from
Q4 2014 (10/1/14 - 12/31/14).
All data was analyzed using Simply Measured’s industry-leading
social media analytics and reporting platform.
129,447,565 Likes

1,414,536 comments

Simply Measured Q4 2014 Instagram Study 3

ADOPTION

More Top Brands Have Significant, Active Audiences

Top brands are posting frequently and enjoying healthy audiences
on Instagram. At the end of Q3 2012, only 13% of the Interbrand
100 had 100,000 or more followers. Today, 42% of the Interbrand
list has 100,000+ followers on the mobile network.
Key Findings
• Active brands (brands who post at least once a quarter)
have almost doubled since Q3 2012.
• 3 out of 4 Interbrand 100 brands post at least one photo
or video per week.
• Over the course of Q4, the number of top brands with
20,000 followers or more grew by 6%, while the number
of top brands with 100,000 followers or more grew by 8%.
• Total brands with more than 100,000 followers has more
than tripled since Q3 2012.
Takeaway
The rapid growth in brands joining Instagram and maintaining
active accounts has slowed, but brands are still dedicating resources
to maintaining a healthy presence on the network.

Simply Measured Q4 2014 Instagram Study 4

ACTIVITY

Brand Activity Is Shifting

The number of brands who post 30-40 times monthly has
grown four times since Q3 2013, but most posting frequency
categories are seeing relatively minor changes.
Key Findings
• Between Q3 2013 and Q4 2014, the number of brands
who post more than 10 times per month has grown by 17.
• The number of brands posting 40-50 times per month
has gone from an empty category to including four brands
in a little over two years.
Takeaway
An increasingly normalized and frequent posting cadence
highlights a more sophisticated approach to the network.
Brands recognize what’s working and have adjusted tactics
accordingly. per Month per Month per Month per Month per Month per Month

While not every Instagram marketer boasts an audience the

size of those among the Interbrand 100, top brands’ posting
cadence can act as a reference point for success.

Simply Measured Q4 2014 Instagram Study 5

ACTIVITY AND ENGAGEMENT

Active Brands Are Driving More Engagement

Heightened activity among top brands means more substantial
engagement on Instagram.
With more brands engaging larger audiences, more posts being
published, and better targeted tactics entering the scene, users
are encountering brand content more frequently and with greater
warmth on the network, giving large brands a better return on
their investment.
Key Findings
• In Q4 2014, the Interbrand 100 received over 130 million
total engagements (Likes and comments), with photos
accounting for 93% of those interactions.
• As brand adoption reaches its max, engagement is growing
at a greater rate than new brands are adopting the network.
Takeaway
Engagement continues to climb on Instagram. Photos are more
popular than videos but as audiences become more receptive to
branded content, the potential for high engagement, exposure,
and experimental content continues to grow.

Simply Measured Q4 2014 Instagram Study 6

ENGAGEMENT: AVERAGES

Average Engagement per Post Is Increasing

More users are engaging with each post as the Instagram
user base increases and becomes more comfortable with
branded content.
Key Findings
• The average engagement per post grew by 83% in
Q4 2014 compared to just over one year ago.
• In Q4 2014, Interbrand 100 posts averaged 20,795 Likes
and comments each, an 11% increase from Q3 2014.
Takeaway
The ability to make an impact with a single piece of content
is growing rapidly, and giving the visual network real, measurable value
for brands. Top brands are steadily growing per-post engagement.

Simply Measured Q4 2014 Instagram Study 7

ENGAGEMENT: TIMING

Top Brand Posts Age Well

High-engagement posts see comment volume grow over a
longer period of time, while low-engagement posts peak earlier.
Engagement is not as front-loaded as it was last quarter.
Key Findings
• On average, posts by top brands garner 225 comments, with
50% of comments being posted in the first 10 hours and 69%
of comments being posted in the first 48 hours. This reflects an
even longer post shelf life than last quarter.
• Top brand posts have staying power. 10% of comments
come after 19 days.
• High-performing posts (posts with double the average
engagement) peak later, taking more than 19 hours to
hit 50% of total comments.
• Posts with half the average engagement get 50%
of their comments in less than three hours.
Takeaway
High-performing content on Instagram has a longer shelf life than
lower performers. This is an important reason to focus on quality.
Instagram users scroll through a single stream of images and, as a
post ages, it’s important to have content that will catch their eye.

Simply Measured Q4 2014 Instagram Study 8

INDUSTRY ACTIVITY

Automotive Brands Are Most Present,

But Media Brands Are Most Active
The most active industry on the Interbrand list is media, even though
automotive is still the most well-represented of the Top 100 List.
Key Findings Takeaway
Brands from every category are now posting on Instagram.
• Only four media brands from the Interbrand list are active
The FMCG and financial services industries are beginning to
on Instagram, but they average 47 more posts per month
invest in the network with unprecedented zeal.
than the list average.
• The brands in the media industry average 20,742
engagements per post, roughly equal to the list average.
• Business services, home furnishings, and energy have the
lowest percentage of brands represented on Instagram, a
14
significant change from Q3 2014 when those slots belonged
to business services, fast moving consumer goods (FMCG), 10

and financial services. 7

6 6 6
5
4 4 4 4
3
• The automotive industry has the highest number of brands 2 2
1 1 1

on Instagram (14), a 100% adoption rate by the brands within

that category, an increase of one brand since last quarter.
Other brand segments with a 100% adoption rate include
luxury, alcohol, apparel, media, restaurants, retail, sporting
goods, energy, and home furnishings.

Simply Measured Q4 2014 Instagram Study 9

TACTICS: CAPTIONS

Caption Length Does Not

Significantly Affect Engagement
Top brands on Instagram tend to keep captions short, but
engagement isn’t significantly affected by caption length.
Key Findings
• The average caption is 141 characters long,
including hashtags.
• There is no statistically significant correlation
between caption length and engagement.
Takeaway
Focus on caption content rather than length, and
remember that your images are the root of user interest
on this visual network.

Simply Measured Q4 2014 Instagram Study 10

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 37% more engagement.
• Only 38% of all brand posts include at least one @mention.
Takeaway
Not every brand is taking advantage of @mentions as
a way of reaching and interacting with a wider audience,
but the tactic continues to prove successful for those that have.

Simply Measured Q4 2014 Instagram Study 11

TACTICS: HASHTAGS

Most Posts by Top Brands Have Few Hashtags

Instagram limits hashtagging to 30 tags per post.
Top brands keep hashtag use light and on-topic.
Key Findings
• 86% of brand posts include at least one hashtag.
• 91% of posts by top brands have seven hashtags or less.
• The Interbrand 100 use an average of three
hashtags in each post.
Takeaway
Hashtags are a vital means of brand discovery on
Instagram, especially with the network’s latest addition
of a “People” tab to the “Explore” page, highlighting
interesting accounts to follow. While they may not drive
exponential engagement growth, hashtags are used by
most top brands.

Simply Measured Q4 2014 Instagram Study 12

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 6,293 Instagram posts we studied, 417 had a location tagged.
• Posts tagged with a location receive 50% higher engagement.
• Facebook is the only brand on the Interbrand list that
used location tags on all posts.
Takeaway
Relatively few top brands use location tagging, but posts tagged
with locations receive higher engagement. This indicates that
location tagging is an untapped potential resource for many top brands.

Simply Measured Q4 2014 Instagram Study 13

Conclusion
Instagram enables visual brand storytelling with a full toolbox for
brand experimentation. As the network’s ads and analytics grow more
sophisticated, it is also experiencing record engagement and brand
adoption. Marketers want to learn and implement best practices for driving
meaningful engagement on Instagram, and converting its 300 million users
to followers and customers by increasing activity and refining tactics.
The example set by the world’s leading companies speaks to the
importance of an active, well-informed presence. Some of their top
tactics include:
1. Publish at least one post per week.
2. Find your ideal posting cadence through experience and testing.
3. Don’t keep your brand off Instagram just because
it’s not obviously visual.
4. Pay more attention to caption content than length.
5. Use @mentions as much as possible.
6. Employ hashtags to enhance brand discovery.
7. Test location tagging.
By following the example of these brands, you can develop
a practical and sophisticated strategy, and make Instagram
work for your brand as well.

Simply Measured Q4 2014 Instagram Study 14

About Simply Measured
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