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Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

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Page 1: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

Instagram Study Q2

quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

Page 2: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

The study will help marketers understand the development of engagement in the past and identify potential trends for the future. With this knowledge

marketers are able to optimize their posting patterns and drive higher engagement on their content marketing on Instagram.

By clustering profiles and pages in six different sized groups, every marketer is able to benchmark their own performance against the

individual average.

Page 3: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintlyHigher post frequency on Facebook Since Q1: Increase on Instagram, no change on Facebook

0.89x1.48x

The ideal post frequency has a lot of dependencies, such as industry and audience. There is no rule of thumb which leads automatically to higher engagement.

Average post frequency on Instagram increased from 0.89 per day in January to 1.11 per day in June 2015. Facebook remaining unchanged at 1.48 per day.

Bubbles: Own posts per page or profile per day.

1.11x

Page 4: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintly

Page Size Facebook Instagram

1-1k Fans 7 10

1k-10k Fans 21 23

10k-100k Fans 48 46

100k-1m Fans 122 68

1m-10m Fans 231 79

10m+ Fans 151 74

Brands still rely heavily on Facebook Instagram more popular among smaller profiles

Data Source: quintly analyzed 6,000 Instagram profiles. Data Period: June 2015

Compared to Q1 post frequency on Facebook is nearly constant, whereas increasing on Instagram

Instagram seems to be especially interesting for pages from 1k-10k followers, where the post frequency grew the most in the last 6 months.

Table: Average number of posts per page in June 2015.

Page 5: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

Find out how your page is performing!

Try quintly for free: quint.ly/start_free

Page 6: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintly

1.9% 17.7% Facebook is remaining the top dog in social media but Instagram is on a significant rise, which becomes clear when the audience growth rates are compared.

As seen in the chart before, interactions remain high and did not decrease with the size of the network and amount of posts per day.

Bubbles: Audience (Followers or Fans) growth of the analyzed profiles on Facebook and Instagram in Q2.

Instagram followers on rapid growth Facebook fans numbers hardly increasing

Page 7: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintly

Q1

Q2

Q1

Q2

Page Size

The interaction rate dropped considerably in Instagram and less in Facebook. This happened due to the increase in fans and number of posts in each network, where Instagram grew more.

Chart: Average interaction rate; All interactions over posts and followers.

Instagram interaction rate drops

Page 8: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

Find out how your page is performing!

Try quintly for free: quint.ly/start_free

Page 9: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintlyVideos - Small percentage of timelines Increase by 4% points since Q1

Interaction on videos can be considered as “high quality interaction“ because the consumer spends up to 15 seconds with the told story of the brand. Due to that, videos should be part of every strategy.

The amount of videos are increasing but remain a small share.

Chart: Image and Video distribution in Q2 2015.

Videos 10.23%

Images 89.77%

Page 10: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintly

Page Size Image Post Interaction

Video Post Interaction

1-1k Followers 25 23

1k-10k Followers 114 124

10k-100k Followers 757 685

100k-1m Followers 6.414 6.309

1m-10m Followers 59.916 63.119

10m+ Followers 612.672 584.432

Images and videos perform on the same level Interactions decreased compared to Q1

Data Source: quintly analyzed 6,000 profiles. Data Period: June 2015

Through the possibility to tell a story in greater detail as in a picture, videos are highly attractive for brands.

Even though videos are up to 15 seconds they receive a very similar amount of interactions.

Table: Average number of interaction on images and videos.

Page 11: Instagram Study Q2 · Instagram Study Q2 quintly analyzed 6,000 Instagram profiles and more than 120,000 Facebook Pages in Q2 2015

@quintlyInteractions decreased since Q1

Page SizeImage Post Interaction Q1 / Q2

Video Post Interaction Q1 / Q2

1 - 1k Fans 26 / 25 26 / 23

1k - 10k Fans 148 / 114 137 / 124

10k - 100k Fans 999 / 757 1.205 / 685

100k - 1m Fans 9.152 / 6.414 8.363 / 6.309

1m - 10m Fans 79.303 / 59.916 67.662 / 63.119

10m + Fans 406.922 / 612.672 343.069 / 584.432

Data Source: quintly analyzed 6,000 Instagram profiles. Data Period: June 2015