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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
Slides at Slideshare.net/nickwestergaard
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