This document discusses how to effectively use Instagram for brands. It provides key Instagram statistics like having over 600 million monthly active users who are primarily younger than 35. It explores how brands can engage on Instagram through posting photos and videos daily using hashtags and location tags. Case studies of Audi and Indian Motorcycles show how high quality photos and engaging hashtags can increase likes and comments. The document emphasizes that Instagram should not be overlooked as it is an important part of the larger Facebook network and critical for reaching younger audiences.

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

2. fun with foam
Photo via Flickr user jzollman

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

4. By the Numbers
1

5. growing in awareness

6. and in usage

7. and at the 12–24 demo!

8. 600 millionmonthly active users
Source: Instagram

9. 300 milliondaily active users
Source: Instagram

10. 150 milliondaily instagram stories
Source: Instagram

11. 95+ millionphotos/videos posted per day
Source: Simply Measured

12. 40 billionphotos posted shared total
Source: Simply Measured

13. 4.2 billionphotos or videos liked daily
Source: Instagram

14. it’s been a steady climb
Source: Statista

15. gender splitis pretty even on instagram
Source: Search Engine Watch

16. 90%of instagram users
are younger than 35
Source: Science Daily

17. 60 seconds
videos are now

18. $1 billionthe amount Facebook paid
for instagram in 2012
Source: Simply Measured

19. a bargain in comparison
Source: Statista

20. pizzais the most instagrammed food
ahead of sushi and steak

21. clarendonis the most popular instagram filter
— any guesses why?

22. the most popular photo ever?

23. How Brands Engage
2

24. 50%of instagram users follow brands
— Making them the users most likely to do so
Source: Global Web Index

25. brand adoption is rising
Source: Simply Measured

26. 71%of brands will be active on instagram
Source: Simply Measured
by 2017,

27. 94%of interbrand 100 use instagram
— up from 86% YOY
Source: Simply Measured

28. 86%of top brands using instagram
post once per day
Source: Simply Measured

29. 96%of us fashion brands
are on instagram
Source: Simply Measured

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

31. anatomy of a profile

32. a platform for diverse uses
Branding Encourage Use Product Launch Positioning

33. News Event Promotion Educate Advocacy

34. unexpected brands get visual

35. new! Stories

36. 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

37. 10xhigher than facebook,
54x pinterest, 84x twitter
Source: Forrester
engagement with brands on instagram is

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

39. no correlation between text length & engagement
Source: Simply Measured

40. 13%more engagement
Source: Forrester
posts using at least one hashtag gain

41. 56%more engagement
Source: Forrester
posts using another handle gain

42. 79%more engagement
Source: Forrester
posts using a location gain

43. photosare still more engaging than videos
Source: Edison Research

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

45. 12 PM-1 PM6.9% of your total comments
top time for comments?
Source: Simply Measured

46. ~4 secondsmost vieweres drop off after just 4 seconds
Best length for instagram stories?
Source: Social Bakers

47. fun fact

48. $2.8 billionin revenue from advertising
Source: eMarketer
by 2017, instagram will grow to

49. Instagram ads in action

50. Types of ads
‣ Photo ads
‣ Video ads
‣ Carousel ads

51. key metrics
‣ Followers
‣ Comments
‣ Impressions & Clicks

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

53. like2buy

54. 2nd network where marketers will spend more
Source: Social Fresh

55. branding, engagement
and community building
best uses for instagram:

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

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

58. Case Study: Indian Motorcycles

59. Things to Remember
3

60. algorithm!
beware OF the new

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

62. ‣ 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

63. the instagram family of networks and apps

64. part of a bigger family too

65. easy to forget about instagram - critical not to

67. #UIMKTG
@nickwestergaard

68. nick@WESTERGAARD.COM
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