In a recent article, Marketing Profs writer Ayaz Nanji charts some powerful Instagram data derived from the accounts of the 100 best global brands.
According to the Instagram data report by Simply Measured, 86 percent of brands on the Interbrand 100 list had Instagram accounts in the third quarter of 2014 – a 54 percent jump from Q3 in 2012.
That’s almost twice as many leading brands who are using Instagram, with 73 percent of them posting at least one video or photo in Q3 2014. High engagement accelerated: likes and comments were 12 times higher than in 2012, with most comments coming within the 48 first hours of the post.
It turns out that the length of captions on Instagram wasn’t a big indicator of engagement. Interestingly, the average length of the captions was 138 characters with hashtags. 88 percent of the brand posts contained at least one hashtag, and people engaged with the posts with hashtags 10 percent more, on average.