Brands on Instagram are posting more and seeing more growth in followers compared with Facebook, and while photos still dominate, they are posting more videos, as well.
- The average Instagram account posted 1.11 times daily, compared with 0.89 in the first quarter of 2015. In comparison, average daily Facebook page posts remained consistent at 1.48.
- Facebook pages with more than 100,000 likes tended to post more often than those with lower like totals.
- The average Instagram follower growth rate during the second quarter was 17.7 percent, while that figure was just 1.9 percent for Facebook.
- Interaction rates dropped much more sharply on Instagram than on Facebook, which Quintly attributed to the increases in followers and number of posts.
- Videos accounted for 10.23 percent of Instagram posts in the second quarter, up from 6.22 percent during the previous period.
Quintly wrote in a blog post introducing its study:
For businesses that are active on Instagram and potentially spending financial resources on advertising, it is important to note the following:
There is no “EdgeRank” yet on Instagram, which makes it easier to reach your followers, compared with fans on Facebook. Important to note here is that the average Facebook page has significantly more fans on Facebook than followers on Instagram, whereas you have to spend money to appear in the timeline.
Marketers should evaluate the use of videos for Instagram and Facebook, as they perform on the same level as images, but the interaction might be considered from “higher quality” as the user spends up to 15 seconds (on Instagram) consuming the video. Hence, the brand has more possibilities to bring its message across. Furthermore, think of uploading native Facebook videos, as they perform better than YouTube links.
Readers: What are your thoughts on the findings in the second-quarter Instagram report from Quintly?