Instagram Marketing Review TOP INDUSTRIES · Incorporate Influencers into your Instagram strategy...

Instagram Marketing Review

TOP INDUSTRIES

02Instagram Marketing ReviewTop Industries

Statistics Social Media Resources CompanyBlogSolutions

Key Takeaways

Number of Followers does not always equal higher Number of Interactions

Incorporate Influencers into your Instagram strategy to increase Interactions

Include engaging description text to accompany your images

Feature your Followers in your content

Introduction

Instagram attracts hundreds of millions of users globally, and companies

and brands of all sizes are trying to tap into that engaged audience. But with

the platform’s unique capabilities and design, it requires a custom content

strategy to succeed. That’s why we looked at data across the top industries

to show how the most engaging companies and brands are capturing their

audience’s attention and growing their communities - and found lessons

you can apply to your own visual content marketing strategy today.



Instagram Audiences

YOUNGHUGE GLOBAL

80%500 M

300 M80%are under

the age of 35Monthly Active Users

Daily Active Users

are outside of the US

Source: Instagram

http://blog.instagram.com/post/146255204757/160621-news



Celebrities receive 3x more engagement than Media publishers and 5x more than

companies. Connecting your company with an influencer or a celebrity can massively

improve exposure, awareness, and image.

Media receive 26% more interactions than companies. They post frequently

and are usually the first to implement new social media tools.

Celebrities, Media, and Companies on Instagram

250M

200M

150M

100M

50M

0M

Category Comparison on InstagramAverage Number of Interactions

Date Range: April - June 2016Note: Data from the top 10 largest profiles by Followers in each category

Celebrities Media Companies



Media publishers are in the lead when looking at Interactions.

This is likely a result of their daily publishing habits, fresh content,

and their established community.

Leading Industries on Instagram

40M

35M

30M

25M

20M

15M

10M

5M

0M

Top 5 Industries on InstagramAverage Number of Interactions

Date Range: April - June 2016Note: Data from the top 25 profiles by Average Number of Interactions in each category

Media Fashion Beauty Auto Sporting Goods



National Geographic gains roughly 76,000 new Followers per day.

They feature stunning photos from their extensive network of photographers

daily, accompanied by compelling stories within the description text.

Instagram’s own account showcases user-generated content. As a result,

there is never a solid theme which gives their community variety, and provides

them with suggested profiles that they can choose to follow.

Media Think Like a Publisher

200M

Instagram NationalGeographic

National Geographic

Travel

Vogue MTV espn Playboy youtube Globo SBT Online

160M

120M

80M

40M

0M

Top 10 Publishers on Instagram Followers

Date Range: April - June 2016TIPLearn Nat Geo’s Secrets to Great Visual Storytelling

https://www.socialbakers.com/resources/studies/national-geographic-visual-storytelling#thank-you



The most followed fashion brands range from fast fashion retailers

such as Forever 21 to couture brands like Gucci.

Fashion Brands by Followers

Victoria’sSecret

H&M Louis VuittonO�cial

ZARAO�cial

Forever21 DiorO�cial

Gucci Prada

50M

40M

30M

20M

10M

0M

Top 10 Fashion Brands on Instagram Followers

Date Range: April - June 2016



High street retailers like Victoria’s Secret, Urban Outfitters, Forever21, and H&M know

how to drive up Interactions and keep their community engaged. They constantly

share updates about the latest trends while subtly showing off their own lines.

Forever 21 strategically pieces together entire outfits to inspire their community,

and posts promo codes to drive traffic to their website.

And while luxury fashion brands have stronger Follower growth,

they do not have the highest engagement.

Fashion BrandsInspiring Their Community

70M

60M

50M

40M

30M

20M

10M

0M

Top 10 Fashion Brands on Instagram Number of Interactions

Victoria’sSecret

Victoria’sSecret PINK

UrbanOutfitters

H&M BrandyMelville

Hollister Co. AEROForever21 DiorO�cial

Gucci




GoPro is vastly ahead of other companies in the electronics sector.

They curate compelling user-submitted photos and videos received

from contests they host daily.

By involving their Followers, they drive Interactions, show off their product,

and build a loyal and engaged community.

Electronics BrandsIncorporating User-Generated Content

60M

50M

40M

30M

20M

10M

0M

Top 10 Electronics Companies on Instagram Number of Interactions

GoPro CanonUSA

PlayStation Beats By Dre

SamsungMobile

Sony NintendoXbox HTC Intel




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.

Beauty BrandsBuilding Trust Through Influencers

80M

60M

70M

50M

40M

30M

20M

10M

0M

Top 10 Beauty Brands on Instagram Number of Interactions

AnastasiaBeverly Hills

Benefit Cosmetics USA

M·A·CCosmetics

NYX Professional

Makeup

Too FacedCosmetics

LimeCrime

Urban Decay

TarteCosmetics

MaybellineNew York




TIPIdentify and connect with your

brand ambassadors to build

your Instagram community

Mercedes-Benz, BMW, and Ferrari are the largest and most engaging

Auto profiles. Other luxury auto brands like Jaguar and Aston Martin

are lagging behind.

Mercedes-Benz uses Instagram to tell stories about their brand.

It’s not about the car – it’s about the journey. They utilize photos

taken by brand ambassadors, giving their content gallery different

perspectives into how people experience the brand.

Auto BrandsShowcasing Experiences Through Brand Ambassadors

60M

50M

40M

30M

20M

10M

0M

Top 10 Auto Brands on Instagram Number of Interactions

Mercedes-Benz JaguarBMW Mercedes-AMG Lamborghini Porsche Mercedes-BenzUSA

Ferrari Lamborghini

Porsche

Harley-Davidson AstonMartin




We found that the number of Followers a profile has does not

mean they will receive more Interactions. For example, Nike’s

official profile has 88% more Followers compared to Nike SB,

but receives fewer Interactions.

Sporting Goods by Followers

60M

50M

40M

30M

20M

5M

0M

Top 10 Sports Brands on Instagram Followers

Nike NikeSportswear

ConverseNike Football

adidas NikeBasketball

NikeWomen Nike+ RunClub

adidas Football

adidasOriginals




Nike SB’s profile frequently features professional skateboarders

whose Instagram accounts are also tagged in the posts.

Though they also use their profile to feature products, they

strategically blend in with the theme of their content gallery.

This type of content is highly interactive and helps Nike SB

grow their community around a story – not a product.

Sporting GoodsIncorporating Professional Athletes

TIPAlways provide a link when posting

about a product so Followers can shop

online with ease

35M

25M

30M

20M

15M

10M

5M

0M

Top 10 Sporting Goods on Instagram Number of Interactions

Nike Football

Converse NikeWomen

adidas Football

NikeBasketball

adidas Nike REIadidasOriginals

NikeSkateboarding




Why Competitive Analysis Matters

TRACK KPIsDISCOVER BENCHMARKWhat content is working best on the platform

Know the competition and discover social media trends

How you are performing against your competitors



Screenshot taken from Socialbakers Inspiration Pro

Socialbakers SolutionsInspiration Pro

Browse through millions of the best-performing content pieces

on Instagram and use your discoveries as inspiration for your

own visual content strategy.



Socialbakers Solutions Competitive Benchmarking

Track all KPIs side by side across multiple companies

in one dashboard

Screenshot taken from Socialbakers Solutions



Socialbakers Solutions and Competitive BenchmarkingMulticomparison – Track, benchmark, and report your performance against

competitors and pages that matter to you most.

Compare Labels on Facebook – Compare all metrics against your own benchmarks

consisting of the pages selected by you.

Screenshots taken from Socialbakers Solutions



Multi Platform Dashboard

A single view of activity across multiple social media platforms - Facebook,

Instagram, Twitter, and YouTube.

Cross-platform tracking and KPI reporting helps you scale content, activities,

resources, and budget across platforms effectively.

Get inspired by best performing content across Facebook, Instagram

and Twitter – and apply your discoveries to your own content strategy.




Set Goals and KPIs on Instagram

INCREASEMAXIMIZEGROWBrand Awareness and

Website TrafficInteractionsYour Audience



Audience Growth

KPIsNumber of Followers

Absolute and Relative Growth of Followers

HOW TO USE ITCompare metrics among the brand profiles that you monitor

to see who is performing best

Or benchmark yourself against your competition to see

if you are growing at the right pace

VALUETrack and grow your audience to increase audience reach and interactions.





Interactions on Facebook

KPIsNumber of Interactions (Sum of Likes and Comments)

Number of Interactions per 1000 Fans (Use this metric to compare the engagement of particular posts and profiles of different sizes fairly)

HOW TO USE ITCompare metrics among brand profiles that you monitor or to your competition

to see which one is performing best.

Compare your company against global industry labels (an average of the most relevant

competitors). Get an in-depth look at specific posts to see which ones are most engaging.

VALUEUsing these 2 metrics to assess the competition allows you to fairly evaluate your overall page

performance, as well as specific posts. As a result, you can alter your social media strategy

accordingly and get the most out of your presence on social.



Multi-platform Analytics

Content Inspiration

Full set of KPIs

Competitive Benchmarking

Advanced Reporting

Socialbakers Solutions

Socialbakers Solutions provides all the tools your business needs to succeed on social media

See what Socialbakers Solutions can do for you! Contact us at [email protected]

mailto:sales%40socialbakers.com?subject=

Instagram Marketing Review TOP INDUSTRIES · Incorporate Influencers into your Instagram strategy...

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