Big Brands’ Dedication to Instagram Video Pays Off With Follower Lifts

Nike and Victoria's Secret are killing it

The following marketers regularly make our weekly Adweek/Shareablee chart for the best branded Instagram videos: Starbucks, Victoria's Secret, Nike, GoPro and the National Basketball Association. Those names also appear in our newest rankings, which cover the period of Feb. 9 and Feb. 15.

Which brands appear on the chart is based on how many likes and comments their videos generate. We thought it'd be interesting to see how their consistently strong work impacts the number of followers they pick up.

Take a look at the Instagram audience lift each company has seen since we began tracking the social videos last April:

  • Starbucks went from 2.3 million followers to 3.7 million.
  • The National Basketball Association jumped from 2.3 million to 4.9 million.
  • GoPro surged from 1.9 million to 4.2 million.
  • Victoria's Secret clearly bested that trio, more than doubling its audience from 4.2 million to 10.5 million.
  • But Nike takes the proverbial cake, skyrocketing from 4 million to 12 million.

How much each company has spent on Instagram marketing is unknown, and that'd be an important factor in determining which brand's social media director deserves the greatest salary raise. One thing's for sure: Nike is killing it. And it also appears certain that all the brands' dedication to the platform is paying off in terms of audience growth.

In the multimedia infographic below, we feature eight categories (auto, beauty, consumer electronics, retail, fashion, celebrities, sports leagues and TV shows), which regularly appear in our weekly chart. Two wildcard niches are always added in, and we've chosen sporting goods/apparel and food/beverage for this week's edition. 

The chart allows viewers to watch last week's top videos while seeing what kind of engagement the brands created.

Take note that Starbucks for the second time recently "regrammed" (the term for Instagram sharing activity) an artist's 15-second video much to the delight of its followers. Meanwhile, other brands continue to explore stop-motion clips on the social platform.

Check out all the winning work.