The 10 Most-Shared Brands on Instagram Video

40% of the popular 15-second vids are marketing efforts

MTV, the National Basketball Association, the Peanuts cartoon, GoPro and the Miami Heat are the top brands on Instagram video when it comes to shares, per a study from Unruly Media. In research that spanned from Sept. 9 to Oct. 9, the London-based company found that around 80 brands are marketing with Instagram video.

Here is the top 10—not counting music/TV/film entertainers—with share stats from the one-month research period:

1. MTV — 134,110
2. NBA — 68,463
3. Peanuts — 43,227
4. GoPro — 35,097
5. Miami Heat — 28,465
6. Wendy's — 23,833
7. Topshop — 23,347
8. Starbucks — 22,035
9. ABC — 21,782
10. HBO's Girls — 21,769

It appears that early on, brands are taking up a sizable but not quite dominant amount of space in the Instagram video ecosystem. Forty percent of the most-shared 15-second vids are marketing efforts, Unruly found.

The findings are particularly eye-opening since the Facebook-owned app just added a video feature in June.

Other intriguing Unruly data from the one-month dig:

  • MTV had 84 videos in the top 1,000, inspiring 134,110 shares across Facebook, Twitter, etc.
  • Peanuts' Snoopygram was the most viral branded video on Instagram with 26,962 shares, followed by EA Sport's FIFA 14 (16,499 shares) and HBO's popular TV show Girls (15,376).
  • There were 176,016 Instagram total videos shared on Twitter, which represents 10 percent of the YouTube spots shared on Twitter during the same period (1,871,530).
  • Not surprisingly, nine out of 10 Instagram video shares happened via Facebook.
  • Most-popular verticals were entertainment and apparel.
  • Justin Bieber claimed 14 of the top 20 most-shared Instagram videos, with his top three videos generating a total of 522,029 shares.