NEWS29 October 2014

Instagram the ‘social channel of choice’ among Interbrand 100

News North America

US — 86% of the Interbrand 100 now integrate Instagram into their marketing strategy, a 15% growth in activity since 2013, according to data from Simply Measured.

The Simply Measured Q3 2014 Instagram Study analysed the Instagram activity of the Interbrand 2013 Top 100 Brands (ranked at the end of each year based on a number of factors, including market, competitive and financial data).

According to the data, there was a clear correlation between brands that maintained an active presence on the platform and increased engagement. The number of brands posting at least once a day has doubled since 2012, and 73% of the Top 100 post at least one photo or video per week. The report also states that monthly engagement for the Interbrand 100 has more than doubled since Q3 2013 and grown by almost 12 times since Q3 2012, while average engagement per post has grown by 416% in the last two years.

“The rapid adoption of Instagram by big brands signifies the continued expansion of social media as a cornerstone of overall marketing strategy,” said digital brand strategist Jeff Bullas. “In the past, brands would double-down efforts on one or two channels, but now we’re seeing an expansion of assets and better coverage on a wider range of platforms.

“They’re engaging with customers where they natively spend time.”

Last month saw Instagram launch sponsored photos in the UK, a year after they started appearing in feeds in the US.

Access the full study here.