Instagram engagement is light years beyond that of Facebook – with brands seeing around 60% higher engagement on the photo-sharing app versus it’s big brother Facebook. From a brand perspective, Instagram is interesting in the sense that the engagement ends within the app; there is no linking out to external sites, no hyperlinking, etc. Once you like or comment on the post, that’s the “end” of the engagement. Meaning that IG is predominantly an awareness and affinity-building tool. One brand that is 110% winning on Instagram is Mercedes-Benz. Engagement is through the roof and it’s thanks in large part to unique imagery, working with influencers and using proper hashtags.
Piquora did a study in which they said that brands should be using 7 (SEVEN!?!?!?) hashtags in IG post copy to optimize engagement. Disagree somewhat, but Mercedes is staying true to that belief and using 5-8 hashtags per post. They also tap into influencer bloggers and advocates (with proper tagging). And the most winning aspect of all…..cool imagery. Unique photography wins. The ultimate brand on IG for me is NatGeo, for their unique imagery, but MB is fairly close. They do a great job. Check out the article here.