Report: Brands’ posts to Instagram outnumber those to Facebook

As unpaid reach continues to decline on Facebook, more brand managers are focusing efforts on the visual mobile platform.

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Research firm L2, partnering with Olapic, recently published the Instagram 2015 Intelligence Report, a study evaluating 250 brands’ performance on the mobile social media platform.

The study found that by the end of 2014, brands posted on Instagram an average of 9.3 times each week. Their average number of weekly posts on Facebook was only 8.8. By comparison, brands posted an average of 11.1 times each week on Facebook in 2013, and an average of only 7.5 times weekly on Instagram.

According to Marketing Land, the 23 percent increase of brand posts on Instagram wasn’t the only upward trend on Instagram over the last year. The study also found 65 percent of the top 200 highest-performing posts featured a product, with 29 percent featuring a brand ambassador or influencer.

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