#DataDriven
Social Marketing on Instagram
Instagram Audience
HUGE
&
YOUNG
&
300 M
41 %
75 M
25 %
Monthly Active Users
Daily Active Users
GLOBAL
16 – 24 y/o
25 – 34 y/o
70 %
of Users are outside of US
Source: http://instagram.com/press/
www.socialbakers.com
TOP 25 Most Engaging Brands – Total Interactions
Instagram Became a Leading
Platform for Engagement
We took a look at Total Profile Interactions
of the Top 25 Most Engaging Brand Profiles.
The results are clear: they receive
110x more engagement than on Twitter.
February 20, 2015 –May 20, 2015
Instagram
Twitter
663 768 932
6 037 754
Source: All the data are based on Socialbakers research made on a sample size of 1 978 profiles.
www.socialbakers.com
Average Profile Interactions on TOP 10 Most Engaging Profiles
Celebrities, Media,
and Brands on Instagram
Celebrities receive 3X more engagement
than Brands and Media
February 20, 2015 –May 20, 2015
158 352 269
Connecting your Brand with an Influencer
or a Celebrity can massively improve your
brand exposure, awareness and image
51 559 547
40 613 343
Brands and Media are almost equally engaging
Celebrities
Media
Brands
www.socialbakers.com
Leading Industries on Instagram
Average Profile Interactions based on TOP 25 Most Engaging Profiles
February 20, 2015 –May 20, 2015
4 783 764
3 579 239
2 252 891
1 383 893
Media
Fashion
Sporting Goods
Beauty
665 197
509 335
Auto
Electronics
www.socialbakers.com
Total Followers
February 20, 2015 –May 20, 2015
TOP Fashion Brands
While the top most popular Fashion
profiles include some couture names
like Louis Vuitton, Michael Kors,
CHANEL and others...
Victoria’s
Secret
H&M
Forever 21
Louis
Vuitton
Michael
Kors
CHANEL
Zara
Christian
Louboutin
Topshop
Dolce
& Gabbana
www.socialbakers.com
Number of Interactions
February 20, 2015 –May 20, 2015
TOP Fashion Brands
High Street retailers like Victoria’s Secret,
Forever21 and H&M tend
to do a better job at driving up interactions
and keeping their audiences engaged.
Victoria’s
Secret
Brandy
Melville
AERO
Urban
Outfitters
Forever21
Hollister
Co.
H&M
Primark
Abercrombie
& Fitch
Valentino
www.socialbakers.com
Total Followers
February 20, 2015 –May 20, 2015
TOP Electronics Brands
GoPro is the leading brand in the Electronics
sector. They curate the most compelling
user-submitted photos and videos
from daily contests, and draw tons
of engagement from content that
involves Followers and excellently
shows off their product.
GoPro
Beats
By Dre
PlayStation
Xbox
Sony
Nintendo
Samsung
Mobile
Netflix US
Canon
Photography
HTC
www.socialbakers.com
Number of Interactions
TOP Beauty Brands
February 20, 2015 –May 20, 2015
Anastasia Beverly Hills is the most
engaging and interactive of all Beauty brands.
Their secret? They show Instagram
influencers using their products
in a majority of posts, building up their
active community of makeup artists.
Anastasia
Beverly Hills
Benefit
Cosmetics
NYX
Cosmetics
Too Faced
Cosmetics
M.A.C
Cosmetics
Bath & Body
Works
Sephora
Tarte
Cosmetics
Narsissist
Maybelline
New York
www.socialbakers.com
Total Followers
TOP Auto Brands
February 20, 2015 –May 20, 2015
BMW, Mercedes Benz,
and Ferrari Motorsport are the biggest
and most engaging Auto profiles.
Other luxury brands like Jaguar,
Porsche, and Lamborghini
are lagging a bit.
BMW
Mercedes
Benz
Ferrari
Motorsport
Audi
Porsche
Mercedes
AMG
Automobili
Lamborghini
Harley
Davidson
Maserati
Ford Motor
Company
www.socialbakers.com
Number of Interactions
Media – Be More
Like a Publisher
February 20, 2015 –May 20, 2015
National Geographic gains roughly
18 000 new followers daily thanks
to intensive community building
and stunning visual story telling.
They feature fresh content from their
extensive network
of photographers every day,
and provide a compelling story behind it.
National
Geographic
Instagram
MTV
THRASHER
Magazine
Playboy
Vogue
Globo
X Games
Teen Vogue
ESPN
www.socialbakers.com
Total Followers
February 20, 2015 –May 20, 2015
TOP Sporting Brands
The battle of eternal rivals Nike and Adidas
has moved to Instagram in the form
of dedicated profiles for their product lines.
Nike
Adidas
Originals
Nike
Football
Adidas
Adidas
Football
Triangl
Swimwear
The Run
Dept.
Nike
Basketball
Nike
Women
Nike
Sportswear
www.socialbakers.com
Number of Interactions
TOP Sporting Brands
Interestingly, Triangl Swimmwear
is more engaging despite its smaller
follower base. Their consistent posting
strategy includes photos of models and
waterside scenes in which both the model
and photographer are always tagged.
Doing this amplifies their engagement to
include all three profiles’ communities.
February 20, 2015 –May 20, 2015
Triangl
Swimwear
Adidas
Originals
Nike
Nike
Sportswear Skateboarding
Nike
Football
Adidas
Football
Nike
Women
Adidas
Nike
Basketball
Nike
www.socialbakers.com
Why Competitive Analysis Matters
DISCOVER
Top Content
TRACK KPIS
Catch up with the competition and the trends
COMPARE
The performance to other social media platforms
www.socialbakers.com
TOP Posts by Number of Interactions per 1 000 Followers
Content Inspiration
in Socialbakers Analytics
Discover the best and worst performing
photos and videos on Instagram
from the profiles you monitor.
www.socialbakers.com
Instagram Overview
Competitive Benchmarking
in Socialbakers Analytics
Track all KPIs side by side across
multiple Brands in one dashboard
www.socialbakers.com
Relative Growth of Total Followers
Competitive Benchmarking
in Socialbakers Analytics
Multicomparison - Track, benchmark,
and report your performance against
the profiles that matter most to you.
www.socialbakers.com
Number of Interactions per 1 000 Followers
Competitive Benchmarking
in Socialbakers Analytics
Comparing Labels – Compare all metrics
against your own benchmarks consisting
of the profiles selected by you.
www.socialbakers.com
Multiplatform Dashboard
A single view of activity across
multiple social platforms - Facebook,
Instagram, Twitter, and YouTube.
Cross-platform tracking and KPI reporting
helps you scale content, activities, resources,
and budget across platforms effectively.
METRICS IN ANALYTICS:
Audience:
Growth Of Total Fans, Avg Change per Day,
Total Change in Fans
Engagement: Number of Interactions, Avg Interactions
per Day, Sum Of Interactions
Content:
Number of Pages Posts, Avg. Posts Per Day,
Total Sum of Posts, TOP performing posts
www.socialbakers.com
Set Goals & KPIs on Instagram
GROW
MAXIMIZE
INCREASE
Your Audience
Engagement
Brand Awareness
and Website Traffic
www.socialbakers.com
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