Is Instagram Becoming a TV Substitute Like YouTube?

Its young users love social clips cut from the tube

For the past several weeks, Ellen's top-performing Instagram video has regularly blown other TV marketers out of the water when it comes to likes and shares.

And in this edition of our weekly Adweek/Shareablee top branded social clips rankings, nothing's changed, as the daytime TV show racked up 223,600 likes and shares from Sept. 29 though Oct. 5. The program, starring comedienne Ellen DeGeneres, highlighted a dance performance by an 11-year-old to Nicki Minaj's Anaconda, garnering the show the No. 1 slot for tube marketers once again on Instagram.

From other categories, the only Instagram video that beat Ellen was YouTube sensation Bethany Mota's post that shows part of her appearance on ABC's popular Dancing With The Stars. Mota's effort finished first in the celebrity column.

The developments are intriguing, as cord-cutting adolescents and young adults have long turned to YouTube as their  social video channel of choice. Is Instagram encroaching on YouTube's turf?

Think about this: Ellen has nearly six million Instagram followers even though the video aspect of the platform is only 16-months old. Her program has nine million subscribers on YouTube, which has had its act together on the video front for a much longer time.

The Shareablee/Adweek chart below features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV shows) that appear every week and showcase the best branded effort. Two wildcard niches are always sprinkled in, and we've chosen sporting goods/apparel and governement agencies for this week's edition.

Check out Ellen's TV clip and the other winners' videos while seeing what kind of reach the brands accomplished.

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