Half of Fortune 500 brands are now on Instagram, and the platform is providing the highest engagement levels for these businesses of any social network, according to recent research from TrackMaven.
The report was based on an analysis of Instagram content posted by Fortune 500 brands between May 1, 2015 and May 1, 2016. The researchers examined 41,071 unique Instagram posts, in total.
Only 123 Fortune 500 brands had Instagram accounts in 2013 (24.6%); today that number is up to 250 (50%), and an additional 1.4% have Instagram accounts for subsidiary brands.
Below, additional key findings from the report.
Engagement
- Some 99% of reactions to Fortune 500 Instagram posts are likes, only 1% are comments.
- Fortune 500 Instagram posts that include hashtags or question marks have marginally higher engagement levels than those without.
- Posts that include an exclamation point have lower engagement levels, on average.
Filters
- Some 89% of Instagram posts by Fortune 500 brands have no filter.
- Juno, Lark, and Clarendon are the most popular filters used by Fortune 500 brands.
- The filters with the highest impact scores (engagement relative to the average Fortune 500 Instagram post) are Mayfair, Hefe, and Ludwig.
Post Times
Some 88% of Fortune 500 Instagram photos are posted between 9 AM and 9PM ET. Photos posted outside this timeframe, between 10 PM and 3 AM ET, have the highest impact scores, on average.
Post Days
Weekdays are when Fortune 500 brands post most to Instagram. Posts published on Sundays are slightly more effective, garnering 1.1 times more engagement than the average.
About the research: The report was based on an analysis of Instagram content posted by Fortune 500 brands between May 1, 2015 and May 1, 2016; the researchers examined 41,071 unique Instagram posts, in total.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji
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