The document analyzes data from the Instagram accounts of 123 Fortune 500 companies to identify trends in their Instagram strategies and effectiveness. Some key findings include:
- 24.6% of Fortune 500 companies have Instagram accounts, with adoption rates increasing rapidly over time.
- Companies with more followers tend to get more average interactions per post, though outliers like Nike and Starbucks get disproportionately high engagement.
- Photos generally get more engagement than videos. The most popular day and time to post is Thursday between 3-4pm EST.
- The most commonly used photo filter is the normal/no filter, but the Mayfair filter tends to be most effective. Likes are much more common than comments on posts
¿Cuáles son las mejores horas y días para publicar en Instagram? Este reporte de TrackMaven dice lo que las 500 marcas de Fortune están haciendo en esta red social.
Mastering the Social Networks: #InstagramARM Worldwide
A thorough and insightful guide to help you leverage maximum traction for your brand from Instagram. The guide also contains tips on how to best use the platform and case studies on how brands used Instagram to raise their engagement quotient.
Facebook Native Videos vs YouTube and other video formatsquintly
This study analyzes the difference between Facebook native videos and other third party integrations. quintly analyzed the share of posts as well as the amount of interactions received.
Instagram is the new star of social networks. What is it about this social network that is all about photos that make it so popular? Who is on there, how active is the audience and what can you achieve by hopping on the bandwagon? Can you start writing your own success story or is it already too late and the place in the spotlight already taken? ...
The rise & rise of Twitter has seen a subsequent rise in the websites & services surrounding it.
This presentation looks at the tools, applications & mash-ups that have sprung up, allowing people to do everything from manage Twitter on their mobile, scan it for recently single men & women, to track snow-storms across the UK.
¿Cuáles son las mejores horas y días para publicar en Instagram? Este reporte de TrackMaven dice lo que las 500 marcas de Fortune están haciendo en esta red social.
Mastering the Social Networks: #InstagramARM Worldwide
A thorough and insightful guide to help you leverage maximum traction for your brand from Instagram. The guide also contains tips on how to best use the platform and case studies on how brands used Instagram to raise their engagement quotient.
Facebook Native Videos vs YouTube and other video formatsquintly
This study analyzes the difference between Facebook native videos and other third party integrations. quintly analyzed the share of posts as well as the amount of interactions received.
Instagram is the new star of social networks. What is it about this social network that is all about photos that make it so popular? Who is on there, how active is the audience and what can you achieve by hopping on the bandwagon? Can you start writing your own success story or is it already too late and the place in the spotlight already taken? ...
The rise & rise of Twitter has seen a subsequent rise in the websites & services surrounding it.
This presentation looks at the tools, applications & mash-ups that have sprung up, allowing people to do everything from manage Twitter on their mobile, scan it for recently single men & women, to track snow-storms across the UK.
The following study provides readers with insights on the most important Instagram stats during the first quarter of 2015. It analyzes 5,000 profiles, in different sized groups and presents the average performances of social media marketers. Further it gives social media marketers the possibility to benchmark their own profiles and learn from the most successful players in the market.
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
A talk to help agency and clients better understand how to evaluate Instagram concepts and how to behave and create content for the platform. This is not a comprehensive overview of Instagram, however, it covers some of the things that has me thinking about when using the platform. Note: embedded links in the slides to provide add'l context to the examples provided.
This is a lighthearted but realistic conversation where I challenge some of the buzzwords, including DevOps itself. And what 'cargo-culting' looks like in this space.
I will then further discuss how Testers are and have always been members of DevOps, and what this looks like practically.
The voice that I bring is a different perspective of keeping things sensible, away from extremism or “cargo culting” or fanaticism. My focus is on pragmatism and finding your place in this conversation.
https://www.ministryoftesting.com/events/testbash-australia-2019
Kin Housing is an investment management and professional services company with a focus on the real estate market. We help people identify and acquire properties that are most suitable for their residential and investment needs along with helping them with the best financing and insurance solutions.
The following study provides readers with insights on the most important Instagram stats during the first quarter of 2015. It analyzes 5,000 profiles, in different sized groups and presents the average performances of social media marketers. Further it gives social media marketers the possibility to benchmark their own profiles and learn from the most successful players in the market.
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
A talk to help agency and clients better understand how to evaluate Instagram concepts and how to behave and create content for the platform. This is not a comprehensive overview of Instagram, however, it covers some of the things that has me thinking about when using the platform. Note: embedded links in the slides to provide add'l context to the examples provided.
This is a lighthearted but realistic conversation where I challenge some of the buzzwords, including DevOps itself. And what 'cargo-culting' looks like in this space.
I will then further discuss how Testers are and have always been members of DevOps, and what this looks like practically.
The voice that I bring is a different perspective of keeping things sensible, away from extremism or “cargo culting” or fanaticism. My focus is on pragmatism and finding your place in this conversation.
https://www.ministryoftesting.com/events/testbash-australia-2019
Kin Housing is an investment management and professional services company with a focus on the real estate market. We help people identify and acquire properties that are most suitable for their residential and investment needs along with helping them with the best financing and insurance solutions.
Business in a Flash: How flash arrays help to transform datacenter -- and bu...Violin Memory
Violin Memory delivers the all-flash data center to transform the economics of
* Storage
* Data center
* Business
In this presentation from VMworld 2014, you will gain an overview of technology from Violin Memory. Learn about
* Violin 6000 All Flash Array
* Violin Concerto 7000 with Data Services
* Violin 2200 Data Reduction Appliance
* Windows Flash Array
* Symphony Array Management
Also covered in this presentation are
* Industry awards and recognition for Violin products
* Customers already served by Violin Memory in Financial Services, Telecom, Media and Entertainment, Health Care, Government, Technology and Consumer segments
How do you pick the right Storage vendor?Violin Memory
Find out how to pick the best storage vendor. This presentation covers the best practices for Flash storage, presented by Eric Herzog, CMO & SVP of Alliances, Violin Memory.
In this presentation you will learn about
* Storage challenges in application deployments
* Flash fabric architecture (FFA), including performance, density and resiliency
* How a flash fabric architecture revolutionizes the economics in a data center thanks to reduced storage costs, reduced core/servers, reduced software licensing, and reduced power/space/cooling usage.
* real-world examples from customers, including a global telcom, a Fortune 500 retailer, Juniper Networks and multiple other customers
* examples from customers of increased performance and lowered costs in the datacenter
This presentation explains all the hacks related to Instagram marketing including history and important Instagram marketing tools 2019. Instagram boasts over 1 billion active users, 500 million of whom use Stories every day to quickly update their followers. Now businesses have adopted Instagram as one of their main revenue-generating tools. Today Instagram has over 2 million advertisers and 25 million business profiles!
Instagram marketing can be especially powerful if you're in a visual or creative industry, such as the restaurant business or craft marketing.
According to Instagram, 60% of people say they discover new products on the platform, and 20% of users visit a business profile every single day. Plus, 33% of the most popular Instagram Stories are shared by businesses like yours.
How to Tell Your Own Success Story With Instagram!
Instagram is often described as being ‘Twitter’ with images and this is largely a fair description of what the social media platform does and how it works. But to say that that is all Instagram is would be a big disservice. Instagram is actually an incredibly powerful tool, a highly nuanced platform and something that deserves a big place in every single internet marketing campaign.
And now, Instagram has added to its roster of capabilities even further with its awesome ‘stories’ function. Instagram has gone from being an indispensable and highly underused tool for engaging with an audience and establishing authority, to being something even more powerful – an opportunity to bring your fans along with you and to let them feel like they’re really a part of your brand.
In this book, it will be taking an in-depth look at Instagram and at how you can use it, along with all of its most modern features, in order to build massive trust and influence and have a huge impact on your audience. At the same time, we’ll be taking a more in-depth look specifically at Instagram stories.
You’ll see why this is an incredibly important addition from a marketing perspective and how you can start using it right away to make the biggest impact possible.
Instagram has become a cornerstone of many brands’ social presence, driving profitable traffic to land pages, growing conversions, and building an engaged audience. If your Instagram presence isn’t quite as robust as you’re hoping, it might be time to learn how to sharpen up your strategies for getting real, organic followers on Instagram. The larger your audience grows, the more opportunities you have to engage with users and create unique experiences for them.
The organic distinction is important: sometimes brands take the easy way out when trying to get more Instagram followers. Pay for likes and follower sites are everywhere, but these shortcuts are never worth it, as the Instagram algorithm regularly gets updated to weed out paid low-quality accounts and interactions.
Not to mention, the number on your Instagram following ultimately means nothing if it doesn’t represent an engaged fan following that makes purchases, visits your landing pages, and advocates for your brands with friends and followers. Start building your presence up the right way with these tips on getting more Instagram followers
Shannon, our Instagram intern expert, spent her semester compiling information for small businesses to use when trying out Instagram for the first time.
Social media’s growing prevalence in the global community today enables the dispersion of knowledge to a diverse and widespread audience, thereby leaving behind an unmitigated impact if its power is harnessed efficiently. However, a drawback that accompanies its unprecedented usage is that often information gets lost in the plethora of ideas and content that are being shared and exchanged. Standing out, therefore, becomes imperative. Launched in 2010, Instagram has grown to become one of the most popular and commonly used online networking sites today. As it continues to adapt and evolve with changing times, there are certain distinct trends that are predicted to dominate the platform in 2021.
Instagram the - visual storytelling platform that offers both flexibility and function like we’ve never seen before, here is the detail analytic research report of the end year 2015.
Many brands are not getting their Instagram strategy right. Why? Because they're not following the simple lessons outlined in our Instagram Marketing Strategy E-Book. It contains everything you need to know about this emerging social channel from the creative minds at FlashStock, the leaders in authentic, customized brand imagery.
How To Increase Followers On Instagram | 20 Tips To Increase Instagram Follow...Simplilearn
This tutorial on "How to increase followers on Instagram" will help you understand the top 20 tips used for increasing Instagram followers. However, getting noticed and growing an engaged audience on Instagram is not an easy task. Gaining likes and followers on Instagram help to spread brand awareness and reach potential customers. But, if you are among those marketers who want to know "How to get followers on Instagram?", this video is the best choice for you.
Below are few important tips for your Instagram captions, hashtags, profile, and more, that help you on what to post on Instagram in order to gain more followers and way more visibility in a short period of time.
1: Take advantage of your bio
2: Use relevant hashtags for your content
3: Post your content at the right time
4: Steal followers from your competitors
5: Pay for sponsored posts and product reviews
6: Use geotags for easier discoverability
7: Use Instagram stories to attract followers and grow your
userbase
8: Highlight important stories
9: Ask for followers
10: Take on the latest trends to get more followers
11: Run contests and giveaways
12: Stay consistent with your posts
13: Keep track of your Instagram following
14: Use Instagram ads
15: Create visually attractive and eye-catching advertisements
16: Take advantage of Instagram tools
17: Develop your own signature style
18: Use user engagement to your advantage
19: Use high-quality images and videos
20: Promote your Instagram page on other social media channels
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
2. Table of Contents
What is Instagram?...........................................................................................................................................1!
What Fortune 500 Companies use Instagram? .......................................................................................... 2
Fortune 500 Posting Strategies.................................................................................................................... 5
What Filters are the Fortune 500 Choosing? .............................................................................................12
How are followers interacting with the Fortune 500 on Instagram? ......................................................13
Case Study: FedEx Hashtagging their Way to Success ............................................................................17!
Instagram as a Social Discovery Platform...................................................................................................17!
3. As Instagram rapidly expands to over 150 million users, there are many unanswered questions as to
how big brands and companies are using it. TrackMaven explored and analyzed the rate of adoption,
posting photos and videos, filters and interactions of the US Fortune 500 on Instagram. Looking at
Fortune 500, there are identifiable trends, tactics, and strategies that map out the most effective ways
other brands can use Instagram.
What is Instagram?
Developed and launched in October 2010 by
Kevin Systrom and Mike Kri ger, Instagram
has set itself among the social media titans
Twitter and Facebook by being a sharing
platform mainly centered around photo and,
introduced in 2013, vid .
Instagram provides a different service from
other networks by allowing users to edit their
photos through various filters at a simple touch
of their fingertips.
Instagram defines itself as a “fun and quirky
way to share life with friends through a series
of pictures. Snap a photo with your mobile
phone, then choose a filter to transform the
image into a memory to keep around
forever. We’re building Instagram to allow
you to experience moments in your friends’
lives through pictures as they happen. We
imagine a world more connected through
photos.”
First Photo Posted on Instagram
The first photo on Instagram was posted
on July 16th, 2010 by Kevin Systrom, three
months before the app launched in
October. Almost three years later,
heralding 16 billion photos shared and over
1 billion likes across photos, Instagram is its
own category of social sharing.
While Instagram was released almost 3 years ago, it is a rapidly changing platform. Instagram
announced on September 8th, 2013 that they have reached over 150 million users and are planning to
release an advertising product in the near future.
1
4. The Fortune 500 Instagram Report
At TrackMaven, we aren’t strangers to Instagram. From brunches and latte art to the casual corgi
walking by, we enjoy using Instagram for the ability to quickly capture an engaging photo.
For this report, we took the 2013 Fortune 500 list and loaded TrackMaven with the Instagram handles
for every brand that had one. Out of these 500 companies, 123 have Instagram accounts. We collected
all of the media posted by these companies over their entire history on Instagram through September
17, 2013 amounting to over 19,009 pictures and 243 videos.
For each photo and video, we captured the number of interactions on the post and meta information
like which was used. Throughout this report, we will define the sum of comments and likes on a
post as “interactions.”
What Fortune 500 Companies use Instagram?
A. The Rate of Adoption by the Fortune 500
As shown in the graph below, the rate of adoption across Instagram from the Fortune 500 is rapidly
increasing. U Mass Dartmouth did a study on the Fortune 500 and their participation in social media
and found that 387 of the Fortune 500 have Twitter accounts and 348 out of the Fortune 500 have
Facebook pages. While not as mature, Instagram is growing very quickly among the Fortune 500.
24.6% of the Fortune 500 have Instagram accounts representing 123 accounts.
In December 2010, Starbucks became the first of the Fortune 500 to adopt Instagram by posting the
below picture. Then following in 2011, 14 more of the Fortune 500 joined Instagram.
2
5. FIRST PHOTOS OF THE FIRST 3 FORTUNE 500 BRANDS TO ADOPT INSTAGRAM:
Starbucks Southwest Airlines AutoNation
Out of the 123 Fortune 500 companies that have registered Instagram accounts, 91% (112 companies)
have made at least one post on Instagram and 17% (85 companies) have posted at least one picture or
video to Instagram over the past 30 days.
% WITH INSTAGRAM ACCOUNTS VS. % ACTIVE ON INSTAGRAM
In this graph, you can see how active different segments of the Fortune 500 list are on Instagram
3
6. How it Breaks Down:
• All Fortune 500 Companies, 22.4% have active accounts
• Rank 1-100 companies, 25% have active accounts
• Rank 101 to 200 companies, 15% are active
• Rank 201 to 300 companies, 23% are active
• Rank 301 to 400 companies, 10% are active
Many of the inactive accounts on Instagram appear to be placeholders for brands that have yet to start
their Instagram program, indicating continued growth on the platform.
There are clear leaders in terms of the number of followers, photos and videos.
Top 10 of the F500
companies with the
most Instagram Followers
1. Nike
2,313,519 Followers
2. Starbucks
1,523,456 Followers
3. Foot Locker
511,002 Followers
4. Apple
399,294 Followers
5. Ralph Lauren
385,985 Followers
6. Nordstrom
193,315 Followers
7. Walt Disney
183,313 Followers
8. Gap
168,036 Followers
9. Whole Foods Market
126,189 Followers
10. Target
107,722 Followers
Top 10 of the F500
companies with the
most photos
1. Foot Locker
1,018 Photos
2. VF Corporation
954 Photos
3. Nordstrom
940 Photos
4. Ralph Lauren
887 Photos
5. Macy’s
839 Photos
6. Gap
676 Photos
7. General Mills
668 Photos
8. Lowes
661 Photos
9. Whole Foods Market
644 Photos
10. Nike
606 Photos
Top 10 of the F500
companies with the
most videos
1. Target
39 Videos
2. VF Corporation
17 Videos
3. Lowes
17 Videos
4. Nordstrom
13 Videos
5. Macy’s
10 Videos
6. Allstate
9 Videos
7. Walgreens
9 Videos
8. Ford Motor
7 Videos
9. AT&T
7 Videos
10. Walt Disney
6 Videos
4
7. Fortune 500 Posting Strategies
At the baseline of any social media platform, the number of followers has an apparent level of
numerical vanity; yet, the most important element deduced from the number of followers is how
engaged they are with the companies’/brands’ photos. The level of interactions plays a huge role in
determining the effectiveness of a strategy. We see from the graph below that Instagram is an
“efficient” social platform, in that an increase in followers will be roughly directly correlated with a
proportional increase in average interactions.
There are two outliers in the above chart — Nike and Starbucks. As you can see on the top right, both
have over a million followers (Nike at 2,321,795 followers and Starbucks at 1,525,864 followers). In the
past 30 days on average Nike has pulled in 93,714 interactions and Starbucks has pulled in 56,747
interactions both on photos.
Here we measure the total “interactions” on a post as the sum of the number of likes and comments
for that photo post. When graphing average interactions per post as a function of an Instagram
account’s total followers, we see an R2
(indicating predictive value) of .985, although this is mostly
driven by the two far outliers of Nike and Starbucks. Even after removing these two companies from
the sample, however, the R2
remains at a very high value of .862 as can be seen in the below chart.
5
8. Top Instagram Photos from the Brands with the Most Engagement
Nike
k 108,813 q 440
Starbucks
k 69,368 q 2,003
Footlocker
k 33,233 q 692
Videos on Instagram
Instagram started as a photo editing and sharing platform; however, on June 20, 2013 Kevin Systrom
introduced Instagram video, describing it as “everything you love about Instagram — and it moves.”
There is a 15 second limit on Instagram video and users are able to then edit the videos frames and
pick filters. Instagram’s video capabilities are a direct competitor to Twitter’s video service — Vine.
6
9. PHOTOS VS VIDEO ADOPTION
While video has just been implemented
over the past few months, there has not
been dramatic adoption from the
Fortune 500 yet. Over the last 30 days
there have been 1,792 photos and only
74 videos posted from the Fortune 500
Instagram accounts.
Is a picture or video more effective?
In this chart, we analyze the normalized effectiveness of photos versus videos on Instagram. Here,
“effectiveness” is measured as the average number of interactions (total likes and comments) per
1,000 followers. Normalizing by the total followers of each account helps to ensure that our results are
not solely driven by the Instagram accounts with the largest total follower counts. This chart was made
using posts from the past 30 days.
With video on Instagram only a few months old, they get less engagement than pictures. The average
p receives 37 interactions per 1 000 followers, while videos are behind with an average of 24
interactions per 1,000 followers.
Last 30 Days, % of Content Photo v Video
7
10. What is the best day to post on Instagram?
When we look at the most frequent days of the week for posting Instagram pictures, we see a fairly
normal distribution that peaks in the middle of the week, dropping off sharply over the weekend.
Looking at normalized effectiveness (again, measured as the number of total interactions per 1,000
followers) in the far right set of columns, we see a fairly level distribution with a slight spike on
Mondays and a slight drop-off on Saturdays.
As a result, there is no conclusive “best day of week” to post on Instagram, but do
post the most on Thursday.
8
11. What are the most popular and best times to post on Instagram?
MOST POPULAR TIME OF DAY
Companies post pictures along a normal distribution, with the bulk of posts occurring during business hours (ET).
The above chart shows the distribution of posting time along our entire database of Fortune 500
Instagram media.
There is a mostly normal distribution. During the middle of the
day there seems to be a noticeable influx of Fortune 500
posts on Instagram at the open of business. Not surprising, the
Fortune 500 is most active during business hours.
The peak of popularity is from 3-4 PM E T with 1,662 photos
in our database posted at the time from the F500.
PHOTO EFFECTIVENESS BY TIME OF DAY + PER 1K
While looking at the times that the most
photos were posted, one would expect that
there would be varying results among the
effectiveness of the time of day. However
, we see a remarkably flat
graph, with effectiveness during workday
hours less than 6% above off-hour posts, suggesting that the time of picture posting does not have a
significant effect on the number of interactions it will receive.
Workday
8am-9pm EST
16.31
Off-hours
9pm-8am EST
15.42
Weekend
24 hours
15.64
The Fortune 500 posts
most frequently during
business hours.
9
12. We take a look at effectiveness (measured as the total interactions per 1,000 followers) binned into three possible time
categories: Workday hours (8a-9p EST), Off-hours (9p-8a EST) and Weekend.
WHAT ABOUT VIDEOS?
Companies post videos along a fairly normal distribution, although the curve is slightly noisier
since there is a smaller dataset from which to pull.
Instagram video adoption is slowly growing by the Fortune 500, so there is a much smaller data set
that is being pulled from. However, the graph above shows similar patterns in the times of day videos
are posted like photos occurring mostly during business hours. The most popular time videos are
being posted on Instagram n the Fortune 500 from 2-3pm EST with it dropping significantly from
12am-8am EST.
13. MOST EFFECTIVE + PER 1K
In this case, however, off-hours video posting shows a nearly 50% increase in average
effectiveness over videos posted during the workday.
Unlike an Instagram photo, video effectiveness is impacted by the time of day in which it is posted.
There seems to be a high peak of effectiveness during the off-hours from 9pm-8am. This suggested
the Instagram users are more likely to engage with videos when not at work, presumably because of
the audio component of video.
EFFECTIVENESS BY TIME OF DAY AND AVERAGE INTERACTIONS PER 1K FOLLOWERS:
Workday
8am-9pm EST
22.57
Off-hours
9pm-8am EST
33.44
Weekend
24 hours
25.69
11
14. What Filters Do the Fortune 500 Use?
Average effectiveness of picture posts, measured on the left-hand side, compared to normalized filter usage.
Currently, Instagram has 20 photo filters that users can use to customize their pictures. These filters
provide of color effects, ranging from desaturation to dramatic contrast. In the above chart, we
look at the most popular filters across the Fortune 500 and the most effective ones.
Normal or #nofilter is by far the popular filter in comparison to the other 19 with Lo-fi and X-pro II
trailing far behind as the 2nd and 3rd most popular. However, it is unclear is whether this popularity is
from brands touching up photos before uploading them to Instagram.
The Top 3 Most Popular Photo Filters are:
Normal or #nofilter Lo-fi X-Pro II
12
15. Although the Fortune 500 picks Normal or #nofilter most frequently,
we found it is not the most effective filter. The most effective filter
for the Fortune 500 for Instagram is Mayfair bringing in on average
23.044 interactions per 1 000 followers. Normal or #nofilter comes
in with about 18.009 average interactions and Inkwell follows with
16.407 average interactions.
Top 3 Most Effective Filters
How are followers interacting with the Fortune 500 accounts?
Likes and Comments
With a double tap of the user’s finger,
Instagram users can easily “like” a
picture or video.
While looking at the Fortune 500 in
this instance for interactions “likes”
are more prevalent versus comments.
The average total of likes for the
Fortune 500 per photo is 2164.63
while the average total of comments
per photo for the Fortune 500 is only
35.07.
When normalized, the data paints a
similar picture. There is on average
18.54 likes per photo per 1,000
followers. For comments, there is on average only 0.63 comments per photo per 1,000 followers.
Mayfair Normal or #nofilter Inkwell
We see a huge predominance of likes over comments, with likes
accounting for nearly 97% of the total interactions per post.
The most effective filter
for the Fortune 500 for
Instagram is Mayfair
bringing in on average
23.044 interactions
13
16. What about Hashtags?
One of the most underappreciated features of Instagram is hashtags. To our surprise, hashtags ha
a significant impact on the success of Instagram content.
Looking at the interactions (the sum of likes and comments) per 1,000 followers compared to the
number of hashtags used, there is a strong correlation to the number of hashtags used and
effectiveness p to 5 hashtags which has the highest average at 21.21 interactions per 1000
followers.
Below, we looked at this for both large accounts (greater than 1 000 followers) and small accounts
(less than 1 000 followers) and found a similar finding. This has broad implications for how marketers
plan and execute Instagram campaigns.
We see a steady increase until the average interactions level off around four or five hashtags per post, then actually
begins to dip as the number of hashtags increases further perhaps due to it appearing like spam.
4 Hashtags
21.15
5 Hashtags
21.21
6 Hashtags
20.71
14
17. In this case, we also analyzed the same relationship for those accounts with less than one thousand followers. The same
pattern seems to hold, although there is a huge spike in average interactions for posts using eleven or more hashtags.
This suggests that companies without many followers might be able to boost discovery of and interaction with their content
through the very frequent use of hashtags.
5 Hashtags
45.12
9 Hashtags
46.58
11 Hashtags
77.66
This startling result has a clear, and often unnoticed cause: Instagram is a social discovery platform. It
is not merely a broadcast mechanism. Users are searching for content and finding new content from
unconnected users. Instagram is not just about following people and brands you know. It’s about
searching for and engaging with new content. As we’ve found in this analysis, brands that recognize
this have had a clear benefit.
15
18. Case Study: FedEx Hashtagging their Way to Success
FedEx has 2,115 followers and 45 posts on Instagram.
FedEx is a courier service delivering millions of packages everyday across the world. But, how are they
engaging with consumers all across the world on Instagram? We decided to examine FedEx because
they are a well-known brand, with a smaller following (2,115 followers), and outsized engagement on
their content with an average engagement rate of 73.68 per 1 000 followers.
Looking at FedEx’s Instagram account we can see that they orient
the users to their brand by posting pictures of what is going on
inside FedEx. From where the packages are being delivered to
the planes that ship the packages around the world, these
Instagram pictures show users an upfront look into the
happenings at FedEx. But it’s not the content which stands out as
driving their engagement, but rather it’s their above average use
of hashtags.
Across all their Instagram media, FedEx’s marketing team uses an average of 4.7 hashtags. In the two
examples below, FedEx used 4 and 5 hashtags respectively and had strong engagement for relatively
typical content. The hashtags they used have both broad applicability (like #Denmark) and narrow
applicability (like #NationalAviationDay). These hashtags enable people to find their content as they
search for their interests, giving FedEx a strong and relevant brand experience.
FedEx’s marketing
team uses an average
of 4.7 hashtags for
every photo
16
19. Today is #NationalAviationDay! Here's one of
our #Boeing 777F aircraft on a taxiway in
California. #planes #avgeeks #FedEX
One of our #FedEx vehicles with some
lovely #bicycles in #Copenhagen,#Denmark.
Brands must take note that even if they have a relatively small follower base, hashtags drive
engagement and are a crucial part of an Instagram campaign.
Instagram is a Social Discovery Platform
With 22.4% of the Fortune 500 having active accounts, Instagram is quickly becoming a main stay of
big brand marketing. These large brands are still focusing on photos, and are slowly beginning to
adopt videos.
This report gave us a unique look at a wide set of Instagram data, leading us to a few important
conclusions. Instagram is a 24/7 platform, whether it’s a weekday or weekend, people are consistently
engaging with content. While there is no optimal time to publish picture content, videos gets more
engagement in the off hours, presumably because people don’t watch videos at work.
Most importantly, we found a strong correlation between the number of hashtags that brands use on
their content and the effectiveness of their content, underscoring that Instagram is a discovery
platform. Brands must plan their content to be promoting discovery from previously unengaged users.
17