5 figures and 3 questions about Instagram


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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.


(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.

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5 figures and 3 questions about Instagram

  1. 1. 5 figures and 3 questions about (the future of) Instagram #smm13 - 24 Oct 2013 @gabhubert @nitrogram @nitrogram
  2. 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. 3. 150M 55M monthly actives posts per day instagram.com/press @nitrogram
  4. 4. 60% Outside the US Source: Google Maps @nitrogram
  5. 5. 1.2B Likes daily instagram.com/press @nitrogram
  6. 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. 7. Instagram audiences generally behind mentions http://50.nitrogr.ram @nitrogram
  8. 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. 9. Video? Still needs to be cracked @nitrogram
  10. 10. June 20 Video July 7 Embeds Aug 8 Video Import ntg.am/igstats @nitrogram
  11. 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. 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. 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. 14. Ads? They’re here - But you’ll need to wait in line. @nitrogram
  15. 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. 16. Ads are coming. Ads are here. Nov 2013: Tests and initial US rollout blog.instagram.com @nitrogram
  17. 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. 18. First Brands to go are trusted partners @nitrogram
  19. 19. Influence? It’s working, but could be so much better. @nitrogram
  20. 20. Influencer marketing live and kicking #sibyarmani @nitrogram
  21. 21. But if everybody uses the same list... @nitrogram
  22. 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. 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. 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. 25. boom@nitrogr.am @nitrogram nitrogr.am/blog 50.nitrogr.am @nitrogram