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.
Brands love Instagram, users do too, because of super high engagement and the ability to tell stories in a visual manner. Simply Measured just released some stats that said on average, the top 10 brands on IG saw 160% follower growth in the past year. That’s pretty significant growth, while saying nothing about engagement metrics. Just goes to show that IG and visual content is the place to be.
Simply Measured article here
If you’re someone who is in tune with social, you know that Instagram is gaining ground (quickly) on twitter in terms of engagements and users. 44% of all twitter accounts ever created are inactive – that’s almost half of its user base – a crazy statistic. This article takes a great dive into some of the finer details in the battle between IG and Twitter. On IG, automotive companies are doing really well, and there is plenty of growth opportunities for Tech companies – especially those who don’t have a tangible product. I always wonder how companies who don’t have a physical product view instagram; do they think it’s a place where they can’t operate? Do they tell stories about company culture and the results that their technology yields? In any event, this debate over Twitter vs. Instagram will be an ongoing one.