#nofilter: How big brands use Instagram, in five charts
The world’s biggest brands are gung-ho on Instagram. TrackMaven analyzed a year’s worth of Instagram content, amounting to 41,000 posts and found that more than 50 percent of the Fortune 500 now have Instagram presences. In 2013, only 24.6 percent of Fortune 500 brands had Instagram accounts — 123 brands in all. A Dartmouth study found that the biggest brands in the world now use Instagram more than both Google+ or Pinterest.
Instagram remains top of mind, despite changes to the platform including an algorithm that may dampen organic success, as well as the introduction of new formats like longer video. It is also where the people are: A third of the Earth’s internet population is expected to be on it by 2018.
But how do these brands really use Instagram?
Likes still rule: Per TrackMaven, 98.9 percent of interactions come in the form of likes, while comments account for only 1.1 percent. Weekdays also rule: Thursday and Friday account for most of the posting activity on Instagram.
And posting more and more regularly might not be a bad thing. A report from L2 found that frequency of posting is key to higher engagement: Fashion brands, which tend to be the most active brands on Instagram, posted an average of 10 times a week in 2015, up from eight times a week in 2014.
According to TrackMaven, brands that ask questions in their posts see a 0.45 percent boost in engagement compared with those that ask no questions. And those with hashtags see a 0.43 percent boost. But whatever you do, don’t include an exclamation point: It actually lowers engagement by 0.22 percent.
TrackMaven also looked at what types of content Fortune 500 brands tend to upload. The company found that 89 percent of posts from those companies are #nofilter — brands either don’t retouch photos or pre-design them. Here are the filters brands do use, followed by the filters that actually get the most engagement.
Broken windows, ‘cuddling breaks’ and interrupted video calls: Parents share realities of juggling work while homeschooling kids
After almost a year of rolling lockdowns, school closures and lack of access to childcare, parents are tired but laughing at the chaos.
‘More ad dollars move to Snapchat’: Why direct-to-consumer brands eye the platform as they diversify from Facebook
DTC advertisers are looking to make sure they aren’t reliant on a single platform and are exploring to spend more on Snapchat.
‘They don’t really want me to have a voice’: Black women in PR say they feel isolated, held to different standards from their colleagues
Black women who Digiday spoke to believe PR agencies need to reexamine internal culture and hiring practices to become more inclusive.
SponsoredShoppable content is reshaping brand and publisher relationships
In recent years, brands and publishers have adopted affiliate marketing as an increasingly established method to audiences. However, what may seem to be a mutually beneficial arrangement between brands and affiliates on closer scrutiny reveals itself as a solution that comes with challenges. Meanwhile, the emergence of content commerce is opening different approaches to matching […]
How a DTC wine brand is finding first-party data in SMS
One DTC wine brand is looking to invest more heavily in SMS and text messaging communication to reach users and grow its first-party data.
‘Endless digital shelf’: Why some DTC brands are doubling efforts on Amazon
DTC brands are shifting ad and marketing dollars that were set aside for in-field marketing efforts to e-commerce.