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A comprehensive benchmark look at the Interbrand 100 on Instagram, how brands are finding success, which tactics work, and how audiences have grown and engaged over time.
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Launched in October 2010
200 million monthly active users
60 million photos posted each day
1.6 billion likes per day
ABOUT INSTAGRAM
Simply Measured Q3 2014 Instagram Study Source: Instagram
86% of the Interbrand 100list have Instagram accounts
73% of brands post at leastone photo or video per week
INTERBRAND 100
Simply Measured Q3 2014 Instagram Study
73%
86%
Brand adoption has consistently grown since Q3 2012
INTERBRAND 100
Simply Measured Q3 2014 Instagram Study
Brands with 100K+ followershave grown by 162% in two years
Q3 2014
34
Q3 2013
19
Q3 2014
86
Q3 2012
54
Q3 2013
71
Q3 2012
13
Likes and comments have more than doubled since Q3 2013 and have grown 12x since Q3 2012
Engagement with brandposts is growing at agreater rate than brandsare adopting the network
TRENDS
Simply Measured Q3 2014 Instagram Study
Num
ber o
f Act
ive
Bra
nds
Enga
gem
ent p
er M
onth
100
90
80
70
60
50
40
30
20
10
0
50K
45K
40K
35K
30K
25K
20K
15K
10K
5K
0Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014
Q3 2012
Q3 2013
Q3 2014
In Q3 2014, monthly posting dropped in both the “less than 10” and “20-30” categories, but grew substantially in the “10-20” category
The number of brands posting at least once daily has more than tripled inQ3 2014, growing to20 companies
TRENDS
Simply Measured Q3 2014 Instagram Study
Less Than 10
Num
ber o
f Bra
nds
Avg. Number of Posts per Month
35
30
25
20
15
10
5
010-20 20-30 30-40 40-50 More Than 50
Q3 2014Q3 2013Q3 2012
Average engagementper post has grown by 416% in the past two years
Interbrand 100 posts averaged 18,822 likesand comments in Q3 2014
ENGAGEMENT
Simply Measured Q3 2014 Instagram Study
Q3 2012
20,000
15,000
10,000
5,000
0
Q3 2014Q3 2013
On average, Interbrand 100 posts receive 50% of comments in the first 6 hours
High-performing posts peak later, hitting 50% of total comments after more than 13 hours
Low-performing posts get 50% of comments in less than 3 hours
COMMENTS
Simply Measured Q3 2014 Instagram Study
The automotive industry is the most well-representedon the top 100 List, but media is the most active industry on Instagram
Media brands average62 more posts permonth than the list average and 5,084 more likes and comments than the list average
MEDIA BRANDS
Simply Measured Q3 2014 Instagram Study
0
20
40
60
80
100
0
5000
10000
15000
20000
25000
Posts per Month
Engagementper Post
Media Brands Brand Avg.
Avg
. Pos
ts p
er B
rand
Tota
l Eng
agem
ent
Only 36% of all brand posts include one or more @mention
On average, posts that include another user handle in the captionnet 56% more engagement
CAPTIONS
Simply Measured Q3 2014 Instagram Study
The average captionis 138 characters long, including #hashtags
88% of posts includeat least one hashtag
91% of posts by top brands have seven or fewer hashtags
Posts with at least one hashtagaverage 12.6% more engagement
HASHTAGS
Simply Measured Q3 2014 Instagram Study
Num
ber o
f Pos
ts
Number of Hashtags Used
1.8K
1.6K
1.4K
1.2K
1K
800
600
400
200
00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
ABOUT SIMPLY MEASURED
Simply Measured Q3 2014 Instagram Study
Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place.Find out more at simplymeasured.com
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