Audience Engagement on Instagram

Katy Perry’s post on Instagram has engaged audience generating over 320000 likes in less than 48 hours. The post coincides with the release of video ” This Is How We Do” which has over 11 million likes in less than a week.

Instagram is seen to be more engaging than Facebook with Instagram posts generating greater comments, shares and likes. This could be explained with the digital natives being more active on Instagram.

Brands are creating content that is short form video with hashtags and titles that appeals to the younger demographic. Oreo Mini’s Snack Hacks are videos that illustrate easy to do recipes with Oreo Minis with the post “A mini Hack for Mini Snack”.
Oreo Facebook and Instagram are different with respect to “branded content”.
Instagram for Oreo is all about how Oreo interactions with fans is about perspective while bringing out the round cookie shape.

See the world through our OREO Wonderfilled lens

Oreo Mini’s Launch Video:

Brands posting on Facebook with same images as on Instagram have created more fan engagement on Instagram as in the case of Oreo post for Snack Hacks.The Facebook page description for Oreo is ” The classic cookie you know and love, bringing you moments of Wonder.”

AdWeek shared statistics for Q2 2014 where Instagram is a clear winner for consumer actions per post. Here is a summary of key data points for the two networks for brands:

  • Facebook garnered 2.5 million brand posts, a year-over-growth of 22 percent.
  • Instagram had 493,000 of such posts, a 49 percent year-over-year jump.
  • Facebook accrued 6 billion actions (likes, comments or shares).
  • Instagram totaled 3.4 billion actions (likes, comments).
  • Facebook had 2,396 actions per post.Instagram racked up 6,932 actions per post.

Brands engaging younger audience with Instagram are likely to achieve greater ad recall and actions per post with a greater purchase intent.