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Instagram Study Q1 2016

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In our Instagram study Q1 2016 we were able to detect a significant drop in interactions since Q1 2015. As well as that we found a moderate increase in own posts. The share of videos increased by over 10% points since 2015.

Published in: Social Media

Instagram Study Q1 2016

  1. 1. Instagram Study Q1 2016 quintly analyzed 13,000 Instagram profiles during the first quarter of 2016
  2. 2. In this study quintly reveals important developments on Instagram during the first quarter of 2016.
  3. 3. Instagram own posts increasing moderately Brands ramp up Facebook post frequency in Q1 ’16 During 2015 Instagram own posts increased slightly. This trend seems to continue further for the average profile in 2016. Facebook surprises here with a by far stronger increasing post frequency. This shows that brands further increase their investment in Facebook. Chart: Daily own posts on Facebook and Instagram in Q1 2016. Data Source: quintly analyzed 13k Instagram profiles 
 and 140k Facebook pages. Data Period: First quarter of 2016 JAN FEB MAR Own Posts Own Posts 2.5 2 1.5 1 0.5 0
  4. 4. Profile Size 1-1k Fans 0.23 0.23 1k-10k Fans 0.65 0.7 10k-100k Fans 1.63 1.41 100k-1m Fans 4.36 2.31 1m-10m Fans 9.32 2.76 10m+ Fans 9.46 2.13 As shown in the table on the right, analyzed profiles posted with a significant higher frequency on Facebook than on Instagram. Especially once pages reach over 100k fans the post frequency on Facebook goes up. Brands and other pages analyzed seem to rely on Facebook in Q1 ’16. Table: Average daily own posts in Q1 2016. Data Source: quintly analyzed 13k Instagram profiles 
 and 140k Facebook pages. Data Period: Jan - Dec 2015 Lower post frequency on Instagram than on Facebook The average brand tends to post 3x more on Facebook
  5. 5. Find out how your page is performing! Try quintly for free: quint.ly/start_free
  6. 6. The decreasing interaction rate on Instagram is driven mainly by two factors: On the one hand this trend shows that people interact less in increasingly crowded timelines. On the other hand this phenomenon is reinforced by the massive increase in followers, which results in a decreasing rate. Chart: Average interaction rate; all interactions divided by posts and followers. Data Source: quintly analyzed 13k Instagram profiles and 140k Facebook pages. Data Period: First quarter of 2016 Instagram interaction rate decreases in Q1 Interaction rate remains stable on Facebook Interaction rate Interaction rate 3.00 2.50 2.00 1.50 1.00 0 JAN FEB MAR 0.50
  7. 7. 15.6% 84.4% Businesses active on Instagram increasingly invest in video content. The possibility of 15 seconds emotional content seems to give brands great ways to get creative. Compared to the analysis we published for Q1 in 2015 the share of video posts increased by 10 percent points. Chart: Share of video posts on Instagram timelines of the analyzes profiles. Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter of 2016 Video content further on the rise Increased 10% points since Q1 2015 Share of video / image posts
  8. 8. Due to the increase in own posts of Instagram profiles during 2015 and the first quarter of 2016 timelines get increasingly crowded. The table on the right shows that crowded timelines do not lead necessarily to more interactions. Compared to Q2 2015 we can report a distinct drop in interactions. Table: Comparison of video and image post interactions in March 2016. Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter of 2016 Images receive higher interactions than videos Image post interactions dropped by 66% since Q2 2015; video post interactions by 39% Profile Size 1-1k Fans 25 20 1k-10k Fans 87 80 10k-100k Fans 535 474 100k-1m Fans 4,083 3,844 1m-10m Fans 36,297 29,190 10m+ Fans 407,042 221,223
  9. 9. Profile Size MAR ’15 MAR ’16 MAR ’15 MAR ’16 1-1k Followers 25 25 0 23 20 1k-10k Followers 114 87 124 80 10k-100k Followers 747 535 685 474 100k-1m Followers 6,414 4,083 6,309 3,844 1m-10m Followers 59,916 36,297 63,119 29,190 10m+ Followers 612,672 407,042 584,432 221,223 -36% -34% -39% -39% -54% -62% VideosImages -29% -24% -31% -35% -13% -27% -39%
  10. 10. In the following pages we clustered our findings in different sized groups of Instagram profiles. With these tables you are able to compare your own performance with the average profile in your profile size. For each cluster there are two slides of information, analyzing six differently sized groups in total. Here we analyzed the same metrics as in the first part.
  11. 11. Own Posts Jan 6 Feb 7 Mar 8 Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 1 - 1k followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Growth Rate Jan 1.18 Feb 1.18 Mar 1.19 Interaction Rate Jan 7.12 Feb 6.57 Mar 6.92 Image Posts Video Posts Jan 6 0 Feb 6 0 Mar 8 1 Image Interactions Video Interactions Jan 25 30 Feb 23 23 Mar 25 20
  12. 12. Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 1k - 10k followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Own Posts Jan 19 Feb 19 Mar 21 Growth Rate Jan 1.17 Feb 1.17 Mar 1.16 Interaction Rate Jan 2.47 Feb 2.27 Mar 2.20 Image Posts Video Posts Jan 19 1 Feb 19 2 Mar 21 2 Image Interactions Video Interactions Jan 90 90 Feb 91 65 Mar 87 80
  13. 13. Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 10k - 100k followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Own Posts Jan 41 Feb 42 Mar 45 Growth Rate Jan 1.15 Feb 1.14 Mar 1.15 Interaction Rate Jan 1.70 Feb 1.55 Mar 1.46 Image Posts Video Posts Jan 38 3 Feb 38 4 Mar 40 4 Image Interactions Video Interactions Jan 622 622 Feb 566 517 Mar 535 474
  14. 14. Find out how your page is performing! Try quintly for free: quint.ly/start_free
  15. 15. Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 100k - 1m followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Own Posts Jan 68 Feb 69 Mar 73 Growth Rate Jan 1.15 Feb 1.1 Mar 1.11 Interaction Rate Jan 1.54 Feb 1.31 Mar 1.23 Image Posts Video Posts Jan 61 7 Feb 62 7 Mar 65 8 Image Interactions Video Interactions Jan 5,103 5,644 Feb 4,384 4,249 Mar 4,083 3,844
  16. 16. Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 1m - 10m followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Own Posts Jan 78 Feb 85 Mar 88 Growth Rate Jan 1.11 Feb 1.09 Mar 1.08 Interaction Rate Jan 1.58 Feb 1.38 Mar 1.30 Image Posts Video Posts Jan 68 10 Feb 73 13 Mar 74 14 Image Interactions Video Interactions Jan 44,967 37,878 Feb 39,911 32,481 Mar 36,297 29,190
  17. 17. Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015 Profiles with 10m+ followers Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016 Own Posts Jan 90 Feb 84 Mar 84 Growth Rate Jan 1.09 Feb 1.08 Mar 1.07 Interaction Rate Jan 1.37 Feb 1.19 Mar 1.14 Image Posts Video Posts Jan 69 21 Feb 64 20 Mar 63 21 Image Interactions Video Interactions Jan 475,769 308,438 Feb 425,002 252,838 Mar 407,042 221,223
  18. 18. Find out how your page is performing! Try quintly for free: quint.ly/start_free

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