Instagram blows Facebook, Twitter out of the water for engagement
eMarketer estimates that the number of US Instagram users will rise 20.9% to total 77.6 million this year, or 43.1% of social network users, about three in 10 internet users and nearly one-quarter of the population. By 2019, the Instagram audience will reach 111.6 million, representing 55.8% of social networkers, more than one-third of the population and over four in 10 internet users. Based on recent research, fashion brands are taking advantage of increased interest.
According to data from L2 Think Tank, the number of US fashion brands that adopted Instagram rose 11% year over year in Q2 2015 to reach 96%, putting usage above Twitter’s 94%. The study noted that plummeting organic reach on Facebook is one key reason for heightened Instagram usage, as retail brands have turned to the Facebook-owned photo- and video-sharing service to reach consumers organically instead.
As such, among the 79 brands studied by L2, the number of Instagram followers leapt 160% during the research period. At the same time, post frequency rose 36%, hitting 10.4 posts per week, on average. And while engagement on Instagram was down 18%, its average of 0.63% was seven times higher than Facebook’s 0.09% and over 30 times more than Twitter’s 0.02%.
Iconosquare polling in October 2014 asked Instagram users worldwide why they followed brands on the social network. Respondents were most likely to do so because they loved the brand (62%). A close percentage said they followed brands that they already followed on another social network, while 54% did so to discover new things and 48% because they found the content interesting or funny.