Launched in October 2010
300 million monthly active users
70 million photos posted each day
2.5 billion Likes per day
ABOUT INSTAGRAM
Simply Measured Q4 2014 Instagram Study Source: Instagram
86% of the Interbrand 100list have Instagram accounts
75% of brands post at leastone photo or video per week
INTERBRAND 100
Simply Measured Q4 2014 Instagram Study
86%
75%
Brand adoption hasconsistently grown since Q3 2012
INTERBRAND 100
Simply Measured Q4 2014 Instagram Study
Brands with 100K+ followershave grown by 223% since 2012
Q4 2014
42
Q3 2013
19
Q4 2014
86
Q3 2012
54
Q3 2013
71
Q3 2012
13
Likes and comments totaled130 million in Q4 2014
Engagement with brandposts is growing at agreater rate than brandsare adopting the network
TRENDS
Simply Measured Q4 2014 Instagram Study
Num
ber o
f Act
ive
Bra
nds
Tota
l Eng
agem
ents
100
90
80
70
60
50
40
30
20
10
0
50M
45M
40M
35M
30M
25M
20M
15M
10M
5M
0Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014 Dec 2014
Q4 2014
Q4 2013
Q4 2012
The number of brandsposting 40-50 times per monthhas gone from an emptycategory to including fourbrands in a little over two years
The number of brands posting at least 10 times per month has grown by17 between Q3 2013 and Q4 2014
TRENDS
Simply Measured Q4 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
Q4 2014Q3 2013Q3 2012
The average engagement per post grew by 83% inQ4 2014 compared to just over one year ago
Interbrand 100 posts averaged 20,795 Likesand comments in Q4 2014
ENGAGEMENT
Simply Measured Q4 2014 Instagram Study
Q4 2012
25,000
20,000
15,000
10,000
5,000
0
Q4 2014Q4 2013
Only 38% of all brand posts include one or more @mention
On average, posts that include another user handle in the captionnet 37% more engagement
CAPTIONS
Simply Measured Q4 2014 Instagram Study
The average captionis 141 characters long, including #hashtags
86% of posts includeat least one hashtag
91% of posts by top brands have seven or fewer hashtags
The Interbrand 100 use an average of three hashtags in each post
HASHTAGS
Simply Measured Q4 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 24 25 26 27 28 29
Interbrand 100 posts receive 69% of comments in the first 48 hours
High-performing posts(posts with double the average engagement) peak later, taking more than 19 hours to hit 50% of total comments
COMMENTS
Simply Measured Q4 2014 Instagram Study
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
72 hrs24 hrs 48 hrs
Low Engagement Posts
Avg. Engagement Posts
High Engagement Posts
10 of the 18 industry categories have reacheda 100% adoption rate
Automotive brands average 14 more posts per month and receive 5,280 more Likes and comments per post than the list average
INDUSTRY ACTIVITY
Simply Measured Q4 2014 Instagram Study
0
10
20
30
40
50
0
5000
10000
15000
20000
25000
Posts per Month
Engagementper Post
Automotive Brands Brand Avg.
Avg
. Pos
ts p
er B
rand
Tota
l Eng
agem
ent
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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