With over 150 million monthly active users, Instagram—the photo and video sharing platform—is gaining momentum on (some of) its friends: Facebook leads the pack with 1.19 billion; LinkedIn has 259 million; and Twitter has 232 million.
Even though Instagram still has a way to go, its rate of adoption amongst big companies and the efficiency of the platform are some numbers to look at.
According to a TrackMaven report, about 25% of Fortune 500 companies have an Instagram account, compared to the 77% with Twitter and 70% with Facebook. This may not seem impressive, however in the past year the number of F500 using Instagram doubled. Of these companies, Nike and Starbucks are sprinting ahead from all the rest with 2.3m and 1.5m followers, respectively.
Even if all of the F500 had Instagam accounts, and had a million followers each, it wouldn’t matter much if they weren’t engaging those followers. Engagement can be seen through the quantity of interactions (likes + comments) on a photo or video. Instagram is an efficient platform in that as followers increase, interactions increase proportionately as well—pretty sweet deal if I do say so myself.
The report even indicates which Instagram filters are most effective—Mayfair, #nofilter, and Inkwell, and the optimal number of #hashtags to use—five (however using 11+ hashtags increases interactions in the case of accounts with smaller audiences, as they boost discovery).
Brands of all shapes and sizes should ramp up their efforts for this platform, as it doesn’t show any signs of going away. Not to mention they just introduced ads. As a B2B, we’re focusing on showing our day-to-day operations and shenanigans in the office. We’re a spirited, creative and passionate group, so why not showcase it—#nofilter necessary.