[SMK] Social Media Knowledge


Instagram smashes Facebook and Twitter for brand engagement

Instagram is now the top platform when it comes to participation, out-performing both Facebook and Twitter.


According to a study from Forrester which evaluated 3 million user interactions with 2500 brands, Instagram is the king of engagement.

Forrester found that brand ads posted on Instagram generated 58 times more engagement per follower than Facebook, and a staggering 120 times more engagement per follower than Twitter.

Clutter killer

The report speculated that the reason for Instagram's success was because the platform has less clutter, competition and users than its rivals.

“While Instagram has more than 200 million monthly active users, it attracts fewer people than Facebook and Twitter do.

“Plus fewer marketers use Instagram, and those that do post less frequently. The result? Brands’ Instagram posts don’t have to fight through as much clutter to reach their followers.”

It's also worth noting to that the average Instagram user is aged 27, compared to 40 for Facebook. Younger users are more inclined to engage with brands and social as a whole.

But wait, there's more

However as will many things in life, both actual and digital, things aren't always so clear cut. 

Forrester speculated that Instagram's engagement figures will begin to drop as the marketers begin flocking to the platform and advertising rolls out – presumably later this year.

And unlike Facebook, Instagram does not yet filter out brand posts, so users still see photos posted by users and brands they follow in chronological order. 

“Marketers must use Instagram now, before it changes the rules — and they must be ready to move on to another social site when Instagram’s phenomenal engagement rates disappear,” the report cautioned.

Check mate Facebook

The report presumably won't be causing too many sleepless nights at Facebook, which owns Instagram, though it might be trouble for those at Twitter.

For marketers the results are clear: what are you waiting for? Get Instagramming now! 

To find out more visit blogs.forrester.com.

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