nick westergaard | branddrivendigital.com
social spotlight
InstagramHow to Create a Picture Perfect Presence on
the Social Web’s Most Unique Social Network

fun with foam
Photo via Flickr user jzollman

Instagram social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

By the Numbers
1

growing in awareness

and in usage

and at the 12–24 demo!

600 millionmonthly active users
Source: Instagram

300 milliondaily active users
Source: Instagram

150 milliondaily instagram stories
Source: Instagram

95+ millionphotos/videos posted per day
Source: Simply Measured

40 billionphotos posted shared total
Source: Simply Measured

4.2 billionphotos or videos liked daily
Source: Instagram

it’s been a steady climb
Source: Statista

gender splitis pretty even on instagram
Source: Search Engine Watch

90%of instagram users
are younger than 35
Source: Science Daily

60 seconds
videos are now

$1 billionthe amount Facebook paid
for instagram in 2012
Source: Simply Measured

a bargain in comparison
Source: Statista

pizzais the most instagrammed food
ahead of sushi and steak

clarendonis the most popular instagram filter
— any guesses why?

the most popular photo ever?

How Brands Engage
2

50%of instagram users follow brands
— Making them the users most likely to do so
Source: Global Web Index

brand adoption is rising
Source: Simply Measured

71%of brands will be active on instagram
Source: Simply Measured
by 2017,

94%of interbrand 100 use instagram
— up from 86% YOY
Source: Simply Measured

86%of top brands using instagram
post once per day
Source: Simply Measured

96%of us fashion brands
are on instagram
Source: Simply Measured

one thirdof instagram users have used their
mobile phone for a purchase
— 70% more likely
Source: Global Web Index

anatomy of a profile

a platform for diverse uses
Branding Encourage Use Product Launch Positioning

News Event Promotion Educate Advocacy

unexpected brands get visual

new! Stories

story tips
‣ Follow and engage with others first — get story ideas
‣ Don’t go unfiltered — add color, scribbles, and icons
‣ Respond to story comments (and comment on others)
‣ Posting daily drives profile traffic
‣ Save story content for repurposing

10xhigher than facebook,
54x pinterest, 84x twitter
Source: Forrester
engagement with brands on instagram is

posts by top brands have a long life
Source: Simply Measured

no correlation between text length & engagement
Source: Simply Measured

13%more engagement
Source: Forrester
posts using at least one hashtag gain

56%more engagement
Source: Forrester
posts using another handle gain

79%more engagement
Source: Forrester
posts using a location gain

photosare still more engaging than videos
Source: Edison Research

friday17.2% of your total comments
top day for comments?
Source: Simply Measured

12 PM-1 PM6.9% of your total comments
top time for comments?
Source: Simply Measured

~4 secondsmost vieweres drop off after just 4 seconds
Best length for instagram stories?
Source: Social Bakers

fun fact

$2.8 billionin revenue from advertising
Source: eMarketer
by 2017, instagram will grow to

Instagram ads in action

Types of ads
‣ Photo ads
‣ Video ads
‣ Carousel ads

key metrics
‣ Followers
‣ Comments
‣ Impressions & Clicks

‣ Clicks to website
‣ Video views
‣ Page post engagement
‣ Website conversions
‣ Reach and frequency
‣ Mass awareness
‣ Mobile app installs
‣ Mobile app engagement
instagram advertising objectives

like2buy

2nd network where marketers will spend more
Source: Social Fresh

branding, engagement
and community building
best uses for instagram:

case study: audi
‣ Not as big as MTV, Starbucks
‣ Avg. 4.5 engagements per follower
‣ Avg. 1,423 likes and 34 comments
per photo

what audi does right
‣ KISS! Just photos
‣ No random snapshots — use high-
end product photos
‣ Most used tag not product —
#awesome

Case Study: Indian Motorcycles

Things to Remember
3

algorithm!
beware OF the new

instagram measurement
‣ Very little data — no links
‣ Followers
‣ Likes
‣ Comments
‣ Engagement of Community (like Audi)

‣ National Geographic
‣ Nike
‣ Victoria’s Secret
‣ FC Barcelona
‣ Real Madrid FC
‣ 9GAG
‣ Nike Football
‣ NBA
‣ H&M
‣ Chanel
Top 10 Brands on instagram
Source: Statista

the instagram family of networks and apps

part of a bigger family too

easy to forget about instagram - critical not to

#UIMKTG
@nickwestergaard

nick@WESTERGAARD.COM
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