Instagram’s Sweet Spot: Better for Brands than Facebook and Twitter?
When you see brand content on Facebook or Twitter, do you skim over it? Probably…most people do.
On Facebook and Twitter, brands aren’t exactly hitting a home run with their content. In terms of engagement, a post averages 700 (Facebook) and 300 (Twitter) engagements per 1 million fans/followers. It’s not rocket science — people don’t like branded content cluttering up their feeds. But this isn’t necessarily true for all the social networks, at least not yet. According to a recent Forrester study, brands on Instagram are getting exponentially more engagement as a percentage of followers/fans than content on Twitter or Facebook.
According to another study by eMarketer, Instagram is catching up with Twitter for U.S. users. Brands are also taking notice. Instagram owns the automotive, media and luxury industries, with an impressive number of Interbrand 100 companies generating a massive amount of engagement, way more than that of Facebook and Twitter.
Forrester highlights the perfect example of this in practice. Red Bull posted the same video on both Facebook and Instagram, and the Instagram video outperformed the other exponentially.
As you can see, the Instagram video averaged nearly 30k more engagements than the Facebook post. The content is the same, the copy is similar and the delivery is essentially identical, so what propelled one so much further the other? The answer: an absence of clutter.
Instagram feeds are still clean and simple, with less branded content and advertising than one would find on Facebook. Savvy brands recognize this, and are already taking advantage of the opportunity.
In our Instagram study, we found that many brands haven’t caught on yet. Granted, 71% of the Interbrand 100 are on the network, but in comparison to Facebook and Twitter, it’s safe to say that brands are late to the party. Of those 71%, only 9% of brands post over 30 times a month. This is good news for those who showed up early.
If your brand is wondering whether they should get in on Instagram now or later, the answer is NOW. Soon, especially with the crazy levels of engagement, brands are going to ransack the network and we might see that rate drop. But right now, it’s good to be a brand on Instagram.
If your brand is a on the network and wondering how to measure and optimize your content, our full suite of Instagram analytics can help you gauge every component.