Talk by Nitrogram CEO and co-founder @gabhubert at #SMM13 in London on Oct 24, 2013. Recap of the latest stats released by Instagram as well as some perspective on what that means vs. Twitter. These figures include results estimated by Nitrogram. Thoughts on Video, Ads and Influencers. This section includes information released by Instagram and also results estimated by Nitrogram. Sources: http://nitrogr.am/instagram-statistics http://instagram.com/press http://50.nitrogr.am Notes: (1) Slides were edited after the talk to correct typos and ass information on Instagram Ads made public on Oct 24, 2013 (2) Nitrogram uses the Instagram API but is not endorsed or certified by Instagram.

1. 5 figures and 3 questions about
(the future of)
Instagram
#smm13 - 24 Oct 2013
@gabhubert
@nitrogram
@nitrogram

2. Nitrogram: SaaS analytics and engagement
management platform for Brands on Instagram
Advanced monitoring on Instagram
Content Strategy optimisation (prepare for Ads)
Influencer Marketing (with the right people)
Nitrogram uses the Instagram API but is not endorsed or certified by Instagram.
@nitrogram

3. 150M 55M
monthly actives
posts per day
instagram.com/press
@nitrogram

4. 60%
Outside the US
Source: Google Maps
@nitrogram

5. 1.2B
Likes daily
instagram.com/press
@nitrogram

6. 100x
relative engagement vs. Twitter*
*Total engagement (Likes, Comments and RTs, Favourites) On 5 latest Posts by 97
Brands of the Millward-Brown BrandZ 2013 Index present on both platforms
@nitrogram

7. Instagram audiences generally behind mentions
http://50.nitrogr.ram
@nitrogram

8. Brands on Instagram, 101
Understand audience
Monitor relevant #content
Benchmark performance
Encourage #sharing and engagement
Measure impact of activations
We all know that.
@nitrogram

9. Video?
Still needs to be cracked
@nitrogram

10. June 20 Video
July 7 Embeds
Aug 8 Video Import
ntg.am/igstats
@nitrogram

11. 85% image 15% video
Photos get 2x the engagement of Videos
Based on Posts from Sep 20, 2013 to Oct 20, 2013
@nitrogram

12. 85% image 15% video
Photos get 1.4x the engagement of Videos
Based on Posts from Sep 20, 2013 to Oct 20, 2013
@nitrogram

13. 80% image 20% video
Photos get 1.25x the engagement of Videos
Based on Posts from Sep 20, 2013 to Oct 20, 2013
@nitrogram

14. Ads?
They’re here - But you’ll need to wait in line.
@nitrogram

15. “We should be ready to start selling
advertisement within a year”
- Emily White, COO, Sep ’13
“In the next couple months, you may
begin seeing an occasional ad in
your Instagram feed if you're in the
United States.”
- Instagram Blog, Oct ’13
@nitrogram

16. Ads are coming. Ads are here.
Nov 2013: Tests and initial US rollout
blog.instagram.com
@nitrogram

17. Ideas on Instagram Ads
Click-through will not be a priority (think mobile UX)
Simple suite of native Branding Ads at first
Will likely trigger an overhaul of current search UX
And... Please wait in line.
Adidas, Ben & Jerrys, Burberry, GE, Lexus, Levi’s, Macy’s,
Michael Kors, PayPal and Starwood to go first.
@nitrogram

18. First Brands to go are trusted partners
@nitrogram

19. Influence?
It’s working, but could be so much better.
@nitrogram

20. Influencer marketing live and kicking
#sibyarmani
@nitrogram

21. But if everybody uses the same list...
@nitrogram

22. It’s not all about number of followers!
Demographics & Topics of interest of the Audience
Engagement Rates
Ability to trigger action
CRM after the campaign
And that influencer #xfactor
...
@nitrogram

23. The best influencers have yet to be discovered!
3 accounts with more than 10M followers
9k accounts between 100k and 10M followers
2M+ accounts between 1k and 100k followers
Source: Oct 2013 estimate, Nitrogram analysis
@nitrogram

24. Instagram Figures: 150M, 55M, 60%, 1.2B, 100x
Video: check and test before you shoot
Ads: they’re here. Prepare by being #discoverable
Influence: 2M members will make it -very- different
@nitrogram

25. boom@nitrogr.am
@nitrogram
nitrogr.am/blog
50.nitrogr.am
@nitrogram