#DataDriven Social Marketing on Instagram

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#DataDriven Social Marketing on Instagram

Transcript of #DataDriven Social Marketing on Instagram

Page 1: #DataDriven Social Marketing on Instagram

#DataDriven Social Marketing on Instagram

Page 2: #DataDriven Social Marketing on Instagram

www.socialbakers.com

Instagram Audience

300 M

75 M

Monthly Active Users

Daily Active Users

16 – 24 y/o

41 %

25 – 34 y/o

25 % 70 %of Users are outside of US

HUGE YOUNG GLOBAL& &

Source: http://instagram.com/press/

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We took a look at Total Profile Interactions of the Top 25 Most Engaging Brand Profiles. The results are clear: they receive 110x more engagement than on Twitter.

Instagram Became a Leading Platform for Engagement

TOP 25 Most Engaging Brands – Total Interactions

Instagram

Twitter

663 768 932

6 037 754

Source: All the data are based on Socialbakers research made on a sample size of 1 978 profiles.

February 20, 2015 –May 20, 2015

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Celebrities receive 3X more engagement than Brands and Media

Connecting your Brand with an Influencer or a Celebrity can massively improve your brand exposure, awareness and image

Brands and Media are almost equally engaging

Celebrities, Media, and Brands on Instagram

Average Profile Interactions on TOP 10 Most Engaging Profiles

40 613 343

Brands

51 559 547

Media

158 352 269

Celebrities

February 20, 2015 –May 20, 2015

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Leading Industries on Instagram

Average Profile Interactions based on TOP 25 Most Engaging Profiles

Electronics

509 335

Auto

665 197

Beauty

1 383 893

Sporting Goods

2 252 891

Fashion

3 579 239

Media

4 783 764

February 20, 2015 –May 20, 2015

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While the top most popular Fashion profiles include some couture names like Louis Vuitton, Michael Kors, CHANEL and others...

TOP Fashion Brands

Total Followers

February 20, 2015 –May 20, 2015

Louis Vuitton

CHANELMichael Kors

Zara ChristianLouboutin

Topshop Dolce& Gabbana

Victoria’s Secret

H&M Forever 21

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High Street retailers like Victoria’s Secret, Forever21 and H&M tend to do a better job at driving up interactions and keeping their audiences engaged.

TOP Fashion Brands

Number of Interactions

February 20, 2015 –May 20, 2015

UrbanOutfitters

HollisterCo.

Forever21 H&M Primark Abercrombie & Fitch

ValentinoVictoria’s Secret

BrandyMelville

AERO

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GoPro is the leading brand in the Electronics sector. They curate the most compelling user-submitted photos and videos from daily contests, and draw tons of engagement from content that involves Followers and excellently shows off their product.

TOP Electronics Brands

Total Followers

February 20, 2015 –May 20, 2015

Xbox NintendoSony SamsungMobile

Netflix US CanonPhotography

HTCGoPro BeatsBy Dre

PlayStation

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Anastasia Beverly Hills is the most engaging and interactive of all Beauty brands. Their secret? They show Instagram influencers using their products in a majority of posts, building up their active community of makeup artists.

TOP Beauty Brands

Number of Interactions

February 20, 2015 –May 20, 2015

Too FacedCosmetics

Bath & BodyWorks

M.A.CCosmetics

Sephora TarteCosmetics

Narsissist MaybellineNew York

Anastasia Beverly Hills

BenefitCosmetics

NYXCosmetics

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BMW, Mercedes Benz, and Ferrari Motorsport are the biggest and most engaging Auto profiles. Other luxury brands like Jaguar, Porsche, and Lamborghini are lagging a bit.

TOP Auto Brands

Total Followers

February 20, 2015 –May 20, 2015

Audi MercedesAMG

Porsche AutomobiliLamborghini

HarleyDavidson

Maserati Ford Motor Company

BMW MercedesBenz

FerrariMotorsport

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National Geographic gains roughly 18 000 new followers daily thanks to intensive community building and stunning visual story telling. They feature fresh content from their extensive network of photographers every day, and provide a compelling story behind it.

Media – Be More Like a Publisher

Number of Interactions

February 20, 2015 –May 20, 2015

THRASHER Magazine

VoguePlayboy Globo X Games Teen Vogue ESPNNationalGeographic

Instagram MTV

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The battle of eternal rivals Nike and Adidas has moved to Instagram in the form of dedicated profiles for their product lines.

TOP Sporting Brands

Total Followers

February 20, 2015 –May 20, 2015

Adidas TrianglSwimwear

AdidasFootball

The RunDept.

NikeBasketball

Nike Women

Nike Sportswear

Nike AdidasOriginals

Nike Football

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Interestingly, Triangl Swimmwear is more engaging despite its smaller follower base. Their consistent posting strategy includes photos of models and waterside scenes in which both the model and photographer are always tagged. Doing this amplifies their engagement to include all three profiles’ communities.

TOP Sporting Brands

Number of Interactions

February 20, 2015 –May 20, 2015

AdidasTrianglSwimwear

AdidasFootball

NikeBasketball

Nike Women

Nike Sportswear

NikeAdidasOriginals

Nike Football

Nike Skateboarding

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Why Competitive Analysis Matters

DISCOVERTop Content

TRACK KPIS Catch up with the competition and the trends

COMPAREThe performance to other social media platforms

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Discover the best and worst performing photos and videos on Instagram from the profiles you monitor.

Content Inspiration in Socialbakers Analytics

TOP Posts by Number of Interactions per 1 000 Followers

Content Inspiration in Socialbakers Analytics

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Track all KPIs side by side across multiple Brands in one dashboard

Competitive Benchmarking in Socialbakers Analytics

Instagram Overview

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Multicomparison - Track, benchmark, and report your performance against the profiles that matter most to you.

Competitive Benchmarking in Socialbakers Analytics

Relative Growth of Total Followers

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Comparing Labels – Compare all metrics against your own benchmarks consisting of the profiles selected by you.

Competitive Benchmarking in Socialbakers Analytics

Number of Interactions per 1 000 Followers

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A single view of activity across multiple social platforms - Facebook, Instagram, Twitter, and YouTube.

Cross-platform tracking and KPI reporting helps you scale content, activities, resources, and budget across platforms effectively.

Audience:

Engagement:

Content:

Growth Of Total Fans, Avg Change per Day,

Total Change in Fans

Number of Interactions, Avg Interactions

per Day, Sum Of Interactions

Number of Pages Posts, Avg. Posts Per Day,

Total Sum of Posts, TOP performing posts

METRICS IN ANALYTICS:

Multiplatform Dashboard

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GROW INCREASEYour Audience Brand Awareness

and Website Traffic

Set Goals & KPIs on Instagram

MAXIMIZEEngagement

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KPIS

HOW TO USE IT

› Number of Followers

› Absolute and Relative Growth of Followers

› Compare metrics among the brand profiles that you monitor to see which one is performing best

› Or monitor your competition to see if you are growing at the right pace

Especially on Instagram, reach and engagement comes from Followers seeing brand posts in their feed. Track and grow your audience; the larger it is, the more potential reach and engagement you can get.

VALUE

Audience Growth Relative Growth of Total Followers

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KPIS

HOW TO USE IT

› Number of Interactions (Sum of Likes and Comments)

› Number of Interactions per 1000 Fans

› Compare metrics among brand profiles that you monitor or to your competition to see which one is performing best

› Compare it to your competitive benchmark: an average of the most relevant competitors (Nikon Photography vs. Electronics Label)

› Take a look at particular posts to see which ones are most engaging

Looking at those 2 metrics and benchmarking allows you to fairly evaluate the overall performance of a page and of particular posts to see what content works best.

VALUE

Engagement

(Use this metric to compare the engagement of particular posts and profiles of different sizes in a fair way.)

Number of Interactions per 1 000 Followers

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Engagement – Other Available Metrics

› Max. and Min. Number Of Interactions per 1000 Followers

› Number Of Interactions per 1000 Followers per Period

› Number Of Interactions - Evolution and Distribution into Likes and Comments

› Max and Min Number Of Interactions

› Average Interactions per Day

› Most Engaging Photo and Video Filters

› Number of Profile Posts with Post Types

TRACKING OF INTERACTIONS:

(date, and the number of Interactions)

(date, and the number of Interactions)

(photos vs video publishing trends)

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Socialbakers Analytics Offers

ALL SOCIAL ANALYTICS IN ONE TOOL

Advanced

REPORTINGKPIsFull set of

ANALYTICSMultiplatform & &

BENCHMARKINGCompetitive

INSPIRATIONContent &

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To start using Socialbakers Analytics, get in touch with us at [email protected] or try it for free here.

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