Instagram has beaten Facebook, Twitter and the now-defunct Google+ in brand engagement — making money for marketers.
That was first reported by two studies in 2013.
Instagram was acquired by Facebook in 2012 for $1 billion.
Though marginal in brand-performance results, the SumAll study compared the data of 6,000 customers using social media.
U.S. companies enjoyed revenue increases of 1.5 to 3 percent thanks to Instagram. In the U.K., the increase was 3.6 percent.
“On this day, Instagram has been appointed supreme ruler of the social media universe,” said SumAll in its blog.
Another study, by SimplyMeasured, reveals more about Instagram’s ascent — a 350 percent increase in brand engagement among leading brands.
“There’s been less resistance to the addition than other networks have seen, suggesting that users are more comfortable with branded content when it’s visually appealing,” said SimplyMeasured’s study.
SimplyMeasured’s key findings:
– Top brands post more than 50 times per month
– Automotive, media and luxury industries make up 59 percent of total brand posts
– “Likes” account for 99 percent of Instagram engagements
– The top 10 brands receive 83 percent of all Instagram engagement
– Brands drive 26 percent more engagement via photos than videos
– 83 percent of Instagram posts by top brands include at least one hashtag
– Only 30 percent of top brand posts use filters
Incidentally, there are five ways to make money on Instagram.
From the Coach’s Corner, here are related social media tips:
UCLA Psychologists Tell What Triggers People to Share on Social Media — For the first time, we learn how ideas are spread, what messages go viral on social media, and how to predict it.
8 Tips to Optimize Sales with Social Media, But Beware of a Red Flag — How and why social media should be part of your marketing and human-resources recruiting mix. Here are eight tips, but they come with a caveat.
‘Why Facebook Is Failing Marketers’ — Forrester Study — As a digital advertising option, hundreds of savvy marketers rank Facebook last in “business value” according to a critical Forrester Research study.
Marketing – Why Visual Content Works on Facebook, but Hashtags Don’t — Ninety-eight percent of top brands have a Facebook fan page, but Facebook’s hashtags don’t enhance engagement with consumers. That’s one of two salient conclusions from an analysis of top-brand experiences from marketing on Facebook.
How Twitter Levels the Playing Field for Small Cap Companies — Good news for venture capitalists and entrepreneurs who are known to kvetch that that their companies fall below the radar screen of Wall Street analysts and the media.
Passion is the gasoline of social media.