With a huge, young user base and top profiles earning more than 110x the engagement of Twitter’s most-engaging profiles, Instagram has turned into a social marketer’s best friend. Mastering how to engage Instagram audiences has become the most important skill a social marketer can learn today. We’re giving marketers the tool they’ve been looking for by fully integrating Instagram metrics into Socialbakers Analytics - and we’ve identified techniques that will help you become a better Instagram marketer. See how top brands like National Geographic, Victoria's Secret, and GoPro keep audiences coming back for more. Learn how you can keep track of your audience and engagement in order to optimize your content and reach a bigger audience Discover why it’s important to measure your social success - and that of your competitors’

1. #DataDriven
Social Marketing on Instagram

2. www.socialbakers.com
Instagram Audience
300 M
75 M
Monthly Active Users
Daily Active Users
16 – 24 y/o
41 %
25 – 34 y/o
25 % 70 %
of Users are outside of US
HUGE YOUNG GLOBAL
& &
Source: http://instagram.com/press/

3. www.socialbakers.com
We took a look at Total Profile Interactions
of the Top 25 Most Engaging Brand Profiles.
The results are clear: they receive
110x more engagement than on Twitter.
Instagram Became a Leading
Platform for Engagement
TOP 25 Most Engaging Brands – Total Interactions
Instagram
Twitter
663 768 932
6 037 754
Source: All the data are based on Socialbakers research made on a sample size of 1 978 profiles.
February 20, 2015 –May 20, 2015

4. www.socialbakers.com
Celebrities receive 3X more engagement
than Brands and Media
Connecting your Brand with an Influencer
or a Celebrity can massively improve your
brand exposure, awareness and image
Brands and Media are almost equally engaging
Celebrities, Media,
and Brands on Instagram
Average Profile Interactions on TOP 10 Most Engaging Profiles
40 613 343
Brands
51 559 547
Media
158 352 269
Celebrities
February 20, 2015 –May 20, 2015

5. www.socialbakers.com
Leading Industries on Instagram
Average Profile Interactions based on TOP 25 Most Engaging Profiles
Electronics
509 335
Auto
665 197
Beauty
1 383 893
Sporting Goods
2 252 891
Fashion
3 579 239
Media
4 783 764
February 20, 2015 –May 20, 2015

6. www.socialbakers.com
While the top most popular Fashion
profiles include some couture names
like Louis Vuitton, Michael Kors,
CHANEL and others...
TOP Fashion Brands
Total Followers
February 20, 2015 –May 20, 2015
Louis
Vuitton
CHANELMichael
Kors
Zara Christian
Louboutin
Topshop Dolce
& Gabbana
Victoria’s
Secret
H&M Forever 21

7. www.socialbakers.com
High Street retailers like Victoria’s Secret,
Forever21 and H&M tend
to do a better job at driving up interactions
and keeping their audiences engaged.
TOP Fashion Brands
Number of Interactions
February 20, 2015 –May 20, 2015
Urban
Outfitters
Hollister
Co.
Forever21 H&M Primark Abercrombie
& Fitch
ValentinoVictoria’s
Secret
Brandy
Melville
AERO

8. www.socialbakers.com
GoPro is the leading brand in the Electronics
sector. They curate the most compelling
user-submitted photos and videos
from daily contests, and draw tons
of engagement from content that
involves Followers and excellently
shows off their product.
TOP Electronics Brands
Total Followers
February 20, 2015 –May 20, 2015
Xbox NintendoSony Samsung
Mobile
Netflix US Canon
Photography
HTCGoPro Beats
By Dre
PlayStation

9. www.socialbakers.com
Anastasia Beverly Hills is the most
engaging and interactive of all Beauty brands.
Their secret? They show Instagram
influencers using their products
in a majority of posts, building up their
active community of makeup artists.
TOP Beauty Brands
Number of Interactions
February 20, 2015 –May 20, 2015
Too Faced
Cosmetics
Bath & Body
Works
M.A.C
Cosmetics
Sephora Tarte
Cosmetics
Narsissist Maybelline
New York
Anastasia
Beverly Hills
Benefit
Cosmetics
NYX
Cosmetics

10. www.socialbakers.com
BMW, Mercedes Benz,
and Ferrari Motorsport are the biggest
and most engaging Auto profiles.
Other luxury brands like Jaguar,
Porsche, and Lamborghini
are lagging a bit.
TOP Auto Brands
Total Followers
February 20, 2015 –May 20, 2015
Audi Mercedes
AMG
Porsche Automobili
Lamborghini
Harley
Davidson
Maserati Ford Motor
Company
BMW Mercedes
Benz
Ferrari
Motorsport

11. www.socialbakers.com
National Geographic gains roughly
18 000 new followers daily thanks
to intensive community building
and stunning visual story telling.
They feature fresh content from their
extensive network
of photographers every day,
and provide a compelling story behind it.
Media – Be More
Like a Publisher
Number of Interactions
February 20, 2015 –May 20, 2015
THRASHER
Magazine
VoguePlayboy Globo X Games Teen Vogue ESPNNational
Geographic
Instagram MTV

12. www.socialbakers.com
The battle of eternal rivals Nike and Adidas
has moved to Instagram in the form
of dedicated profiles for their product lines.
TOP Sporting Brands
Total Followers
February 20, 2015 –May 20, 2015
Adidas Triangl
Swimwear
Adidas
Football
The Run
Dept.
Nike
Basketball
Nike
Women
Nike
Sportswear
Nike Adidas
Originals
Nike
Football

13. www.socialbakers.com
Interestingly, Triangl Swimmwear
is more engaging despite its smaller
follower base. Their consistent posting
strategy includes photos of models and
waterside scenes in which both the model
and photographer are always tagged.
Doing this amplifies their engagement to
include all three profiles’ communities.
TOP Sporting Brands
Number of Interactions
February 20, 2015 –May 20, 2015
AdidasTriangl
Swimwear
Adidas
Football
Nike
Basketball
Nike
Women
Nike
Sportswear
NikeAdidas
Originals
Nike
Football
Nike
Skateboarding

14. www.socialbakers.com
Why Competitive Analysis Matters
DISCOVER
Top Content
TRACK KPIS
Catch up with the competition and the trends
COMPARE
The performance to other social media platforms

15. www.socialbakers.com
Discover the best and worst performing
photos and videos on Instagram
from the profiles you monitor.
Content Inspiration
in Socialbakers Analytics
TOP Posts by Number of Interactions per 1 000 Followers
Content Inspiration
in Socialbakers Analytics

16. www.socialbakers.com
Track all KPIs side by side across
multiple Brands in one dashboard
Competitive Benchmarking
in Socialbakers Analytics
Instagram Overview

17. www.socialbakers.com
Multicomparison - Track, benchmark,
and report your performance against
the profiles that matter most to you.
Competitive Benchmarking
in Socialbakers Analytics
Relative Growth of Total Followers

18. www.socialbakers.com
Comparing Labels – Compare all metrics
against your own benchmarks consisting
of the profiles selected by you.
Competitive Benchmarking
in Socialbakers Analytics
Number of Interactions per 1 000 Followers

19. www.socialbakers.com
A single view of activity across
multiple social platforms - Facebook,
Instagram, Twitter, and YouTube.
Cross-platform tracking and KPI reporting
helps you scale content, activities, resources,
and budget across platforms effectively.
Audience:
Engagement:
Content:
Growth Of Total Fans, Avg Change per Day,
Total Change in Fans
Number of Interactions, Avg Interactions
per Day, Sum Of Interactions
Number of Pages Posts, Avg. Posts Per Day,
Total Sum of Posts, TOP performing posts
METRICS IN ANALYTICS:
Multiplatform Dashboard

20. www.socialbakers.com
GROW INCREASE
Your Audience Brand Awareness
and Website Traffic
Set Goals & KPIs on Instagram
MAXIMIZE
Engagement

21. www.socialbakers.com
KPIS
HOW TO USE IT
›› Number of Followers
›› Absolute and Relative Growth of Followers
›› Compare metrics among the brand profiles that
you monitor to see which one is performing best
›› Or monitor your competition to see if you
are growing at the right pace
Especially on Instagram, reach and engagement comes
from Followers seeing brand posts in their feed.
Track and grow your audience; the larger it is, the more
potential reach and engagement you can get.
VALUE
Audience Growth Relative Growth of Total Followers

22. www.socialbakers.com
KPIS
HOW TO USE IT
›› Number of Interactions (Sum of Likes and Comments)
›› Number of Interactions per 1000 Fans
›› Compare metrics among brand profiles that you monitor
or to your competition to see which one is performing best
›› Compare it to your competitive benchmark: an average of the
most relevant competitors (Nikon Photography vs. Electronics Label)
›› Take a look at particular posts to see
which ones are most engaging
Looking at those 2 metrics and benchmarking allows you
to fairly evaluate the overall performance of a page and
of particular posts to see what content works best.
VALUE
Engagement
(Use this metric to compare the engagement of particular
posts and profiles of different sizes in a fair way.)
Number of Interactions per 1 000 Followers

23. www.socialbakers.com
Engagement – Other Available Metrics
›› Max. and Min. Number Of Interactions per 1000 Followers
›› Number Of Interactions per 1000 Followers per Period
›› Number Of Interactions - Evolution and Distribution into Likes and Comments
›› Max and Min Number Of Interactions
›› Average Interactions per Day
›› Most Engaging Photo and Video Filters
›› Number of Profile Posts with Post Types
TRACKING OF INTERACTIONS:
(date, and the number of Interactions)
(date, and the number of Interactions)
(photos vs video publishing trends)

24. www.socialbakers.com
Socialbakers Analytics Offers
ALL SOCIAL ANALYTICS IN ONE TOOL
Advanced
REPORTINGKPIs
Full set of
ANALYTICS
Multiplatform
& &
BENCHMARKING
Competitive
INSPIRATION
Content
&

25. To start using Socialbakers Analytics, get in touch
with us at sales@socialbakers.com or try it for free here.
Contact Us