#DataDriven Social Marketing on Instagram
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Transcript of #DataDriven Social Marketing on Instagram
#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
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 &
To start using Socialbakers Analytics, get in touch with us at [email protected] or try it for free here.
Contact Us