Last month, Simply Measured released a study showing 67 percent of top global brands have a presence on Instagram. At the time, the photo-sharing application gave companies new opportunities to position creative graphics in front of customers, and in some cases, engaged prospects more appropriately than other major networks. With its new video content component, Instagram’s future looks even brighter, and marketers’ mouths are watering over the potential for new promotional campaigns.
Brafton recently published an article that covered data from Topsy’s free analytics tool. It noted that since Instagram launched its video feature, visual content creation and sharing on Twitter’s Vine app has fallen dramatically. This weighs in on the ongoing debate over which social video application is worth marketers’ time, and suggests that Instagram is the clear winner thus far.
Now, Simply Measured has released statistics from several brands using Instagram video, showing how the new social media marketing function has impacted engagement with current followers. In one example, athletic apparel company Lululemon was one of the first organizations to produce and post a video on Instagram. The upload impacted the company’s engagement on the platform month-over-month, earning more than double its average 5,785.3 Likes per photo in just a few days.
Another company that has seen results from its first few Instagram videos is GE. The company shares the bulk of its photos on Facebook and Twitter, so it made sense to automate its video content, too. On Facebook, GE has seen 5x the usual engagement on its new video posts.
Marketers looking to add new media types to their content marketing and social strategies should embrace the interactive nature of Instagram video. The latest data from Simply Measured plays into the ongoing battle of the social networks – what do brands pick: Vine or Instagram – and once again Instagram video comes out on top.
