Instagram video has been all people have been talking about for the last few days, and brands are no exception. Several major companies are getting in on the action, and taking advantage of the network’s built-in audience by engaging with the new medium.
In a study we conducted last month, we found that 67% of top brands in the world have a presence on Instagram, so it seems only right that they’d make the move into video. But how well is it working?
We used Simply Measured’s Instagram Account Report – which now breaks out video analytics as well as photo data – to analyze the last month of activity for five large brands who are posting videos on Instagram. Take a look at how they stack up:
Lululemon was one of the first brands to post a video to Instagram. With what we can only assume was an advance update to the app, they were able to shoot their first 15-second video in multiple locations and upload shortly after the announcement. The well thought out campaign worked, giving the athletic apparel company it’s highest spike in engagement in over a month.
If you look at the circled portion above, you’ll notice that Lululemon averages 5,785.3 likes per photo, and more than doubles that average with the videos posted so far.
General Electric is a surprisingly active company across all their social networks. Instagram is no exception. The energy (and everything else) giant uses cross-network sharing to increase visibility through their main channels, as well as develop larger audiences.
Video has proven successful for GE so far, with huge spikes in engagement on Facebook and Twitter, that dwarf that of their photos. On Facebook, they’ve seen almost 5X the usual engagement by posting videos.
The video component of Instagram may not prove successful in every industry. For American Eagle, the focus on video over the last week has demonstrated a drop in engagement. Likes on videos posted are almost 3X lower on videos than they are on photos.
This is something brands should be aware of while planning their own content on Instagram. Focus on what works for your particular industry and company, not what the trend is.
Urban Outfitters has seen similar results. Granted, they’ve only posted one video, but it didn’t even make it into the top 20 posts from over the last month. The brand averages 19.9K likes and comments on each post, and the video drew only 16.6K.
You may think that Kobe Bryant isn’t a brand, but his bank account would disagree. As would his audience. Bryant and his team used the NBA finals as an opportunity to leverage the new Instagram video feature, and it was very successful, earning him an average of over 100K likes and 2.2K comments per post. It also drove his highest spike in engagement during the month-long report period.