STUDY: How Are Top Brands Using Instagram?

By Justin Lafferty 

It seems that brands are not only becoming more hip to social photo-sharing site Instagram (which Facebook purchased last year), but getting smarter about usage. A study by Simply Measured shows how the Interbrand Top 100 Brands (such as Coca-Cola, McDonald’s, and Microsoft) have adopted Instagram. An overwhelming percentage of Instagram photos are shared via Facebook, which drives more engagement than Twitter.

According to Simply Measured, 59 percent of the Interbrand 100 are on Instagram — up from 54 percent in November, and a 9 percent increase quarter over quarter. Only Pinterest, with a 10 percent quarter-over-quarter growth rate, is gaining more steam. Of those brands that use Instagram, 41 percent now post at least one photo per week, up from 34 percent last quarter.

Naturally, most of these brands are on Facebook, with Apple being a notable absentee. Apple technically has a Facebook page, but it appears to be unclaimed or unmoderated by the brand.

Since Simply Measured first started tracking the Interbrand 100 in August 2012, it noticed that the brands have created 19 new Instagram accounts, compared with 18 Pinterest accounts.

These brands are starting to become more popular on Instagram, as well: 26 of the top 100 brands have more than 10,000 followers, with 10 boasting more than 100,000.

During the past three months, Simply Measured noted that engagement with the top 100 brands increased 35 percent, largely driven by Nike, Adidas, and Gucci. MTV, which has the most Instagram followers of the Interbrand 100, has seen engagement drop off by 19 percent, quarter over quarter.

In November, roughly one-half of the brands on Instagram used filters, but that number has reduced over time. Lo-Fi remains the most popular filter, but Hudson has gained the most engagement over the past quarter.

Simply Measured discovered that Instagram’s parent company, Facebook, was where most companies share their photos. Of the 2,608 photos the top 100 brands shared in the past quarter, 98 percent were posted to Facebook, while only 59 percent were shared to Twitter.

Readers: Do you follow a brand on Instagram?

Images courtesy of Simply Measured