An increasing number of brands have been adopting the photo-sharing app Instagram for marketing purposes, but the platform has a long way to go before it’s in the same league as Facebook and Twitter.
Simply Measured this week released one of the most comprehensive Instagram brand adoption studies to date, and shared the results on SlideShare. While the study only measures Instagram use among the Interbrand Top 100 Brands in the world, the results show that the platform is gaining in brand followers and engagement.
Nearly 60 percent of brands had an Instagram account as of Feb. 1, compared with 54 percent on Nov. 1 of last year. The percentage of accounts that are active jumped from 49 percent a few months ago to 55 percent this month.
The top brands in terms of followers on Instagram are:
1. MTV — 1.14 million
2. Starbucks — 1.1 million
3. Nike — 880,000
4. Burberry — 660,000
5. Tiffany & Co. — 364,000
One of the more noteworthy changes in engagement occurred in December when Twitter dropped its Instagram card support. Twitter engagement after that dropped significantly. Also in December, Instagram was forced to explain itself after igniting a PR controversy around its terms of service agreement.
Facebook bought Instagram for $1 billion last April.