Instagram Marketing Review

TOP INDUSTRIES
 Instagram Marketing Review
Top Industries 02

Introduction Key Takeaways

Instagram attracts hundreds of millions of users globally, and companies Number of Followers does not always equal higher Number of Interactions
and brands of all sizes are trying to tap into that engaged audience. But with
the platforms unique capabilities and design, it requires a custom content Incorporate Influencers into your Instagram strategy to increase Interactions
strategy to succeed. Thats why we looked at data across the top industries
to show how the most engaging companies and brands are capturing their Include engaging description text to accompany your images
audiences attention and growing their communities - and found lessons
you can apply to your own visual content marketing strategy today. Feature your Followers in your content

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 Instagram Marketing Review
Top Industries 03
Instagram Audiences

HUGE YOUNG GLOBAL

500 M
Monthly Active Users
80% are under
the age of 35 80% are outside
of the US

300 M
Daily Active Users

Source: Instagram

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 Instagram Marketing Review
Top Industries 04
Celebrities, Media,
and Companies on Instagram

Celebrities receive 3x more engagement than Media publishers and 5x more than Category Comparison on Instagram
Average Number of Interactions
companies. Connecting your company with an influencer or a celebrity can massively
improve exposure, awareness, and image.
250M

200M
Media receive 26% more interactions than companies. They post frequently
and are usually the first to implement new social media tools. 150M

100M

50M

0M
Celebrities Media Companies

Date Range: April - June 2016

Note: Data from the top 10 largest profiles by Followers in each category

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 Instagram Marketing Review
Top Industries 05
Leading Industries on Instagram

Media publishers are in the lead when looking at Interactions. Top 5 Industries on Instagram
Average Number of Interactions
This is likely a result of their daily publishing habits, fresh content,
and their established community.
40M
35M
30M
25M
20M
15M
10M
5M
0M
Media Fashion Beauty Auto Sporting Goods

Date Range: April - June 2016

Note: Data from the top 25 profiles by Average Number of Interactions in each category

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 Instagram Marketing Review
Top Industries 06
Media
Think Like a Publisher

National Geographic gains roughly 76,000 new Followers per day. Top 10 Publishers on Instagram
Followers
They feature stunning photos from their extensive network of photographers
daily, accompanied by compelling stories within the description text.
200M

160M
Instagrams own account showcases user-generated content. As a result,
there is never a solid theme which gives their community variety, and provides 120M

them with suggested profiles that they can choose to follow.

80M

40M

0M
Instagram National Vogue National MTV espn Playboy youtube Globo SBT
Geographic Geographic Online

TIP
Travel
Date Range: April - June 2016
Learn Nat Geos Secrets to Great Visual Storytelling

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 Instagram Marketing Review
Top Industries 07
Fashion Brands by Followers

The most followed fashion brands range from fast fashion retailers Top 10 Fashion Brands on Instagram
Followers
such as Forever 21 to couture brands like Gucci.

50M

40M

30M

20M

10M

0M
Victorias H&M ZARA Louis Vuitton Forever21 Dior Gucci Prada
Secret Official Official Official

Date Range: April - June 2016

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 Instagram Marketing Review
Top Industries 08
Fashion Brands
Inspiring Their Community

High street retailers like Victorias Secret, Urban Outfitters, Forever21, and H&M know Top 10 Fashion Brands on Instagram
Number of Interactions
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.
70M
Forever 21 strategically pieces together entire outfits to inspire their community,
60M
and posts promo codes to drive traffic to their website.
50M

40M
And while luxury fashion brands have stronger Follower growth, 30M

they do not have the highest engagement. 20M

10M

0M
Victorias Urban Forever21 H&M Brandy Hollister Co. AERO Victorias Dior Gucci
Secret Outfitters Melville Secret PINK Official

Date Range: April - June 2016

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 Instagram Marketing Review
Top Industries 09
Electronics Brands
Incorporating User-Generated Content

GoPro is vastly ahead of other companies in the electronics sector. Top 10 Electronics Companies on Instagram
Number of Interactions
They curate compelling user-submitted photos and videos received
from contests they host daily.
60M

50M
By involving their Followers, they drive Interactions, show off their product,
40M
and build a loyal and engaged community.
30M

20M

10M

0M
GoPro PlayStation Xbox Beats Samsung Sony Nintendo Canon HTC Intel
By Dre Mobile USA

Date Range: April - June 2016

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Instagram Marketing Review
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Beauty Brands
Building Trust Through Influencers

Anastasia Beverly Hills is the most engaging and interactive of all Beauty brands. Top 10 Beauty Brands on Instagram
Number of Interactions
Their secret? They show Instagram influencers using their products in a majority
of posts, building up their active community of makeup artists.
80M
70M
60M
50M
40M
30M
20M
10M
0M
Anastasia MAC Tarte Maybelline NYX Too Faced Lime Urban Benefit
Beverly Hills Cosmetics Cosmetics New York Professional Cosmetics Crime Decay Cosmetics USA
Makeup
Date Range: April - June 2016

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Instagram Marketing Review
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Auto Brands
Showcasing Experiences Through TIP
Brand Ambassadors Identify and connect with your
brand ambassadors to build
your Instagram community

Mercedes-Benz, BMW, and Ferrari are the largest and most engaging Top 10 Auto Brands on Instagram
Number of Interactions
Auto profiles. Other luxury auto brands like Jaguar and Aston Martin
are lagging behind.
60M

50M
Mercedes-Benz uses Instagram to tell stories about their brand.
40M
Its not about the car its about the journey. They utilize photos
30M
taken by brand ambassadors, giving their content gallery different
20M
perspectives into how people experience the brand.
10M

0M
Mercedes-Benz BMW Ferrari Mercedes-AMG Lamborghini Porsche Mercedes-Benz Jaguar Harley-Davidson Aston
Lamborghini USA Martin
Porsche
Date Range: April - June 2016

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Sporting Goods by Followers

We found that the number of Followers a profile has does not Top 10 Sports Brands on Instagram
Followers
mean they will receive more Interactions. For example, Nikes
official profile has 88% more Followers compared to Nike SB,
60M
but receives fewer Interactions.
50M

40M

30M

20M

5M

0M
Nike Nike adidas adidas adidas Nike NikeWomen Nike+ Run Nike Converse
Football Football Originals Basketball Club Sportswear

Date Range: April - June 2016

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Instagram Marketing Review
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Sporting Goods
Incorporating Professional Athletes

Nike SBs profile frequently features professional skateboarders Top 10 Sporting Goods on Instagram
Number of Interactions
whose Instagram accounts are also tagged in the posts.
Though they also use their profile to feature products, they
35M
strategically blend in with the theme of their content gallery.
30M
This type of content is highly interactive and helps Nike SB 25M
grow their community around a story not a product. 20M

15M

10M

5M

0M
Nike adidas adidas Nike Nike adidas Nike REI Converse Nike
TIP Football Football Originals Skateboarding Basketball Women

Always provide a link when posting

Date Range: April - June 2016
about a product so Followers can shop
online with ease

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Instagram Marketing Review
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Why Competitive Analysis Matters

DISCOVER TRACK KPIs BENCHMARK

What content is working Know the competition and discover How you are performing
best on the platform social media trends against your competitors

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Instagram Marketing Review
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Socialbakers Solutions
Inspiration Pro

Browse through millions of the best-performing content pieces

on Instagram and use your discoveries as inspiration for your
own visual content strategy.

Screenshot taken from Socialbakers Inspiration Pro

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Socialbakers Solutions
Competitive Benchmarking

Track all KPIs side by side across multiple companies

in one dashboard

Screenshot taken from Socialbakers Solutions

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Instagram Marketing Review
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Socialbakers Solutions and Competitive Benchmarking

Multicomparison Track, benchmark, and report your performance against Compare Labels on Facebook Compare all metrics against your own benchmarks
competitors and pages that matter to you most. consisting of the pages selected by you.

Screenshots taken from Socialbakers Solutions

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Instagram Marketing Review
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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.

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Instagram Marketing Review
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Set Goals and KPIs on Instagram

GROW MAXIMIZE INCREASE

Your Audience Interactions Brand Awareness and
Website Traffic

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Instagram Marketing Review
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Audience Growth
KPIs
Number of Followers

Absolute and Relative Growth of Followers

HOW TO USE IT
Compare 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

VALUE
Track and grow your audience to increase audience reach and interactions.

Screenshot taken from Socialbakers Solutions

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Instagram Marketing Review
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Interactions on Facebook
KPIs
Number 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 IT
Compare 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.

VALUE
Using 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. Screenshot taken from Socialbakers Solutions

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Instagram Marketing Review
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Multi-platform Analytics

Socialbakers Solutions Content Inspiration

Socialbakers Solutions provides Full set of KPIs

all the tools your business needs Competitive Benchmarking

to succeed on social media

Advanced Reporting

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