Report: Brand Activity, Engagement Growing on Instagram


Advertising on Instagram has become an effective and profitable strategy. Social media users are heavily engaged with brands, and brands are learning that Instagram is no longer an option, but a necessity.

A report from Simply Measured examines how brands are adopting Instagram, and shows just how much engagement they’ve achieved.

Simply Measured analyzed more than 2,500 posts and 80 million likes and comments from more than 138 followers of 90 brands in the Interbrand 100 during November of this year.

Screenshot 2015-12-09 at 09.26.59

Across all metrics, participation and engagement is up. They found that 90 percent of the included brands now have accounts on the site, compared to nearly 50 percent in 2012. Approximately 80 percent of accounts are active on a weekly basis, and have more than 10,000 followers. A third of companies even post 10-20 times a month, and the number of brands posting more than 50 times a month have doubled over the last three years.

This increased activity has been answered with an increase in engagement. Likes and comments have increased 53 percent year-over-year, with the average brand among the Interbrand 100 receiving more than 30,000 interactions per post. Posts with hashtags and locations tags, and posts with multiple hashtags perform better compared to posts with none, or too many.

Screenshot 2015-12-09 at 09.27.24

Brands across multiple verticals seem to be able to hold massive attention on Instagram, often despite a shortage of posts. During the survey period Nike had no recorded posts, yet the brand maintains 29.8 million followers — the highest number of any brand on the list. Several luxury brands also held spots in the top 10 for followers and the top 10 for engagement, which is a longstanding trend of strong brand performance on Instagram.

Screenshot 2015-12-09 at 09.31.52

Readers: Have you noticed an increase in engagement on Instagram?

Image courtesy of Shutterstock.

SocialTimes | RSS Feed


Report: Consumers Already Experiencing Holiday Shopping Fatigue


The holidays always provide a boost in online and retail sales, and in attempts to leverage more revenue, many businesses began their campaigns earlier this year than before. However, data from content marketing and activation agency Cofactor suggests that pushing customers to shop earlier may be weakening big sales days like Black Friday and Cyber Monday.

The data was collected between October through November from dozens of top 100 retailers like Target, Macy’s, Sears, Office Depot, and Toys R Us. All-in-all, 2,100 brands and 35,901 stores in the U.S contributed to the data.

Black Friday sales material has been launching earlier and earlier every year, with Best Buy launching as early as October 6. This trend has led to a six percent increase in visits to retail sites online during October compared to last year, and a three percent increase in time spent on leading retailer sites.

There was also a 39 percent increase in mobile traffic to these sites during October, and a six percent increase during November. Tablet visits were down across the whole survey period, from October right through Black Friday.

According to Cofactor, this increased activity led to a certain amount of consumer fatigue during the holiday weekend itself. Website traffic decreased 33 percent on Thanksgiving, and 34 percent on Black Friday. Additionally, time spent on sites by mobile users decreased five percent on Thanksgiving and traffic from tablets decreased by 48 percent on the same day, compared to last year. On Cyber Monday, there was a 17 percent increase in phone browsing, but a three percent decrease in overall time spent on the site.

While the increaseses in October may seem to indicate a boon, they have simply encouraged consumers to make their purchases earlier. In some cases, this data might be an indicating that some shoppers had decided not to bother with online shopping at all. And it may have been retailers that encouraged this behavior.

CoFactor CMO Jeff Fagel, who led the study, told SocialTimes:

Retailers have trained consumers to wait for a sale. To look the other way. To shop around. To ignore them. While the allure of Black Friday has lessened, customers love for deals have not.    Retailers released their holiday campaigns earlier and earlier, but shoppers lost interest.  In terms of response to these earlier efforts. October saw an early spike, but led to Consumer fatigue in November.  

Marketers who want to succeed today must understand the individual motivations, behaviors and varying paths to purchase of consumers first. From there, it’s up to marketers to customize content and stage cross-channel promotion in response to consumer cues versus former date-driven tactics. If they don’t, consumers will quickly move on to competitors who do.

Readers: Are you already feeling holiday marketing fatigue?

Image courtesy of Elliott Brown on Flickr.

SocialTimes | RSS Feed