social marketing on instagram

#DataDriven

Social Marketing on Instagram


Instagram Audience

HUGE

&

YOUNG

&

300 M

41 %

75 M

25 %

Monthly Active Users

Daily Active Users

GLOBAL

16 – 24 y/o

25 – 34 y/o

70 %

of Users are outside of US

Source: />
www.socialbakers.com


TOP 25 Most Engaging Brands – Total Interactions

Instagram Became a Leading
Platform for Engagement
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.

February 20, 2015 –May 20, 2015

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.

www.socialbakers.com


Average Profile Interactions on TOP 10 Most Engaging Profiles

Celebrities, Media,
and Brands on Instagram
Celebrities receive 3X more engagement
than Brands and Media

February 20, 2015 –May 20, 2015

158 352 269

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

51 559 547

40 613 343

Brands and Media are almost equally engaging
Celebrities

Media

Brands

www.socialbakers.com

Leading Industries on Instagram
Average Profile Interactions based on TOP 25 Most Engaging Profiles
February 20, 2015 –May 20, 2015

4 783 764
3 579 239
2 252 891
1 383 893

Media

Fashion

Sporting Goods

Beauty

665 197

509 335

Auto

Electronics

www.socialbakers.com

Total Followers

February 20, 2015 –May 20, 2015

TOP Fashion Brands
While the top most popular Fashion
profiles include some couture names
like Louis Vuitton, Michael Kors,
CHANEL and others...
Victoria’s
Secret

H&M

Forever 21

Louis
Vuitton

Michael
Kors

CHANEL

Zara

Christian
Louboutin

Topshop

Dolce
& Gabbana

www.socialbakers.com


Number of Interactions

February 20, 2015 –May 20, 2015

TOP Fashion Brands
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.

Victoria’s
Secret

Brandy
Melville

AERO

Urban
Outfitters

Forever21

Hollister
Co.

H&M

Primark

Abercrombie
& Fitch

Valentino

www.socialbakers.com


Total Followers

February 20, 2015 –May 20, 2015

TOP Electronics Brands
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.

GoPro

Beats
By Dre

PlayStation

Xbox

Sony

Nintendo

Samsung
Mobile

Netflix US

Canon
Photography

HTC

www.socialbakers.com


Number of Interactions

TOP Beauty Brands

February 20, 2015 –May 20, 2015

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.

Anastasia
Beverly Hills

Benefit
Cosmetics

NYX
Cosmetics

Too Faced
Cosmetics

M.A.C
Cosmetics

Bath & Body
Works

Sephora

Tarte
Cosmetics

Narsissist

Maybelline
New York

www.socialbakers.com


Total Followers

TOP Auto Brands

February 20, 2015 –May 20, 2015

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.
BMW

Mercedes
Benz

Ferrari
Motorsport

Audi

Porsche

Mercedes
AMG

Automobili
Lamborghini

Harley
Davidson

Maserati

Ford Motor
Company

www.socialbakers.com


Number of Interactions

Media – Be More
Like a Publisher

February 20, 2015 –May 20, 2015

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.
National
Geographic

Instagram

MTV

THRASHER
Magazine

Playboy

Vogue

Globo

X Games

Teen Vogue

ESPN

www.socialbakers.com


Total Followers

February 20, 2015 –May 20, 2015

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

Nike

Adidas
Originals

Nike
Football

Adidas

Adidas
Football

Triangl
Swimwear

The Run
Dept.

Nike
Basketball

Nike
Women

Nike
Sportswear

www.socialbakers.com


Number of Interactions

TOP Sporting Brands
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.

February 20, 2015 –May 20, 2015

Triangl
Swimwear

Adidas
Originals

Nike

Nike
Sportswear Skateboarding

Nike
Football

Adidas
Football

Nike
Women

Adidas

Nike
Basketball

Nike

www.socialbakers.com


Why Competitive Analysis Matters

DISCOVER
Top Content

TRACK KPIS

Catch up with the competition and the trends

COMPARE

The performance to other social media platforms

www.socialbakers.com


TOP Posts by Number of Interactions per 1 000 Followers

Content Inspiration
in Socialbakers Analytics
Discover the best and worst performing
photos and videos on Instagram
from the profiles you monitor.

www.socialbakers.com


Instagram Overview

Competitive Benchmarking
in Socialbakers Analytics
Track all KPIs side by side across
multiple Brands in one dashboard

www.socialbakers.com


Relative Growth of Total Followers

Competitive Benchmarking
in Socialbakers Analytics
Multicomparison - Track, benchmark,
and report your performance against
the profiles that matter most to you.

www.socialbakers.com


Number of Interactions per 1 000 Followers

Competitive Benchmarking
in Socialbakers Analytics
Comparing Labels – Compare all metrics
against your own benchmarks consisting
of the profiles selected by you.

www.socialbakers.com


Multiplatform Dashboard
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.
METRICS IN ANALYTICS:
Audience:

Growth Of Total Fans, Avg Change per Day,
Total Change in Fans

Engagement: Number of Interactions, Avg Interactions
per Day, Sum Of Interactions
Content:

Number of Pages Posts, Avg. Posts Per Day,
Total Sum of Posts, TOP performing posts

www.socialbakers.com


Set Goals & KPIs on Instagram

GROW

MAXIMIZE

INCREASE

Your Audience

Engagement

Brand Awareness
and Website Traffic

www.socialbakers.com

Audience Growth

Relative Growth of Total Followers

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 which one is performing best

››

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




VALUE

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.

www.socialbakers.com


Engagement
Number of Interactions per 1 000 Followers

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 in a fair way.)

HOW TO USE IT
››

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






VALUE
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.

www.socialbakers.com


Engagement – Other Available Metrics
TRACKING OF INTERACTIONS:
››
››
››
››
››

Max. and Min. Number Of Interactions per 1000 Followers (date, and the number of Interactions)
Number Of Interactions per 1000 Followers per Period
Number Of Interactions - Evolution and Distribution into Likes and Comments
Max and Min Number Of Interactions (date, and the number of Interactions)
Average Interactions per Day

›› Most Engaging Photo and Video Filters
›› Number of Profile Posts with Post Types (photos vs video publishing trends)

www.socialbakers.com


Socialbakers Analytics Offers
Multiplatform

ANALYTICS

&

Content

INSPIRATION

Full set of

KPIs

&

&

Advanced

REPORTING

Competitive

BENCHMARKING

ALL SOCIAL ANALYTICS IN ONE TOOL
www.socialbakers.com


Contact Us
To start using Socialbakers Analytics, get in touch
with us at or try it for free here.