instagram study q1 2016
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Instagram Study Q1 2016
quintly analyzed 13,000 Instagram profiles during the first quarter of 2016
In this study quintly reveals important developments on Instagram during the first quarter of 2016.
Instagram own posts increasing moderately Brands ramp up Facebook post frequency in Q1 ’16
During 2015 Instagram own posts increased slightly. This trend seems to continue further for the average profile in 2016.
Facebook surprises here with a by far stronger increasing post frequency. This shows that brands further increase their investment in Facebook.
Chart: Daily own posts on Facebook and Instagram in Q1 2016.
Data Source: quintly analyzed 13k Instagram profiles and 140k Facebook pages. Data Period: First quarter of 2016
JAN FEB MAR
Own Posts
Own Posts
2.5
2
1.5
1
0.5
0
Profile Size
1-1k Fans 0.23 0.23
1k-10k Fans 0.65 0.7
10k-100k Fans 1.63 1.41
100k-1m Fans 4.36 2.31
1m-10m Fans 9.32 2.76
10m+ Fans 9.46 2.13
As shown in the table on the right, analyzed profiles posted with a significant higher frequency on Facebook than on Instagram.
Especially once pages reach over 100k fans the post frequency on Facebook goes up. Brands and other pages analyzed seem to rely on Facebook in Q1 ’16.
Table: Average daily own posts in Q1 2016.
Data Source: quintly analyzed 13k Instagram profiles and 140k Facebook pages. Data Period: Jan - Dec 2015
Lower post frequency on Instagram than on Facebook The average brand tends to post 3x more on Facebook
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The decreasing interaction rate on Instagram is driven mainly by two factors:
On the one hand this trend shows that people interact less in increasingly crowded timelines. On the other hand this phenomenon is reinforced by the massive increase in followers, which results in a decreasing rate.
Chart: Average interaction rate; all interactions divided by posts and followers.
Data Source: quintly analyzed 13k Instagram profiles and 140k Facebook pages. Data Period: First quarter of 2016
Instagram interaction rate decreases in Q1 Interaction rate remains stable on Facebook
Interaction rate
Interaction rate
3.00
2.50
2.00
1.50
1.00
0
JAN FEB MAR
0.50
15.6%
84.4%
Businesses active on Instagram increasingly invest in video content. The possibility of 15 seconds emotional content seems to give brands great ways to get creative.
Compared to the analysis we published for Q1 in 2015 the share of video posts increased by 10 percent points.
Chart: Share of video posts on Instagram timelines of the analyzes profiles.
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter of 2016
Video content further on the rise Increased 10% points since Q1 2015
Share of video / image posts
Due to the increase in own posts of Instagram profiles during 2015 and the first quarter of 2016 timelines get increasingly crowded.
The table on the right shows that crowded timelines do not lead necessarily to more interactions. Compared to Q2 2015 we can report a distinct drop in interactions.
Table: Comparison of video and image post interactions in March 2016.
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter of 2016
Images receive higher interactions than videos Image post interactions dropped by 66% since Q2 2015; video post interactions by 39%
Profile Size
1-1k Fans 25 20
1k-10k Fans 87 80
10k-100k Fans 535 474
100k-1m Fans 4,083 3,844
1m-10m Fans 36,297 29,190
10m+ Fans 407,042 221,223
Profile Size MAR ’15 MAR ’16 MAR ’15 MAR ’16
1-1k Followers 25 25 0 23 20
1k-10k Followers 114 87 124 80
10k-100k Followers 747 535 685 474
100k-1m Followers 6,414 4,083 6,309 3,844
1m-10m Followers 59,916 36,297 63,119 29,190
10m+ Followers 612,672 407,042 584,432 221,223
-36%
-34%
-39%
-39%
-54%
-62%
VideosImages
-29%
-24%
-31%
-35%
-13%
-27% -39%
In the following pages we clustered our findings in different sized groups of Instagram profiles. With these tables you are able to compare your own performance with the average profile in your profile size.
For each cluster there are two slides of information, analyzing six differently sized groups in total. Here we analyzed the same metrics as in the first part.
Own Posts
Jan 6
Feb 7
Mar 8
Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 1 - 1k followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Growth Rate
Jan 1.18
Feb 1.18
Mar 1.19
Interaction Rate
Jan 7.12
Feb 6.57
Mar 6.92
Image Posts
Video Posts
Jan 6 0
Feb 6 0
Mar 8 1
Image Interactions
Video Interactions
Jan 25 30
Feb 23 23
Mar 25 20
Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 1k - 10k followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Own Posts
Jan 19
Feb 19
Mar 21
Growth Rate
Jan 1.17
Feb 1.17
Mar 1.16
Interaction Rate
Jan 2.47
Feb 2.27
Mar 2.20
Image Posts
Video Posts
Jan 19 1
Feb 19 2
Mar 21 2
Image Interactions
Video Interactions
Jan 90 90
Feb 91 65
Mar 87 80
Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 10k - 100k followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Own Posts
Jan 41
Feb 42
Mar 45
Growth Rate
Jan 1.15
Feb 1.14
Mar 1.15
Interaction Rate
Jan 1.70
Feb 1.55
Mar 1.46
Image Posts
Video Posts
Jan 38 3
Feb 38 4
Mar 40 4
Image Interactions
Video Interactions
Jan 622 622
Feb 566 517
Mar 535 474
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Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 100k - 1m followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Own Posts
Jan 68
Feb 69
Mar 73
Growth Rate
Jan 1.15
Feb 1.1
Mar 1.11
Interaction Rate
Jan 1.54
Feb 1.31
Mar 1.23
Image Posts
Video Posts
Jan 61 7
Feb 62 7
Mar 65 8
Image Interactions
Video Interactions
Jan 5,103 5,644
Feb 4,384 4,249
Mar 4,083 3,844
Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 1m - 10m followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Own Posts
Jan 78
Feb 85
Mar 88
Growth Rate
Jan 1.11
Feb 1.09
Mar 1.08
Interaction Rate
Jan 1.58
Feb 1.38
Mar 1.30
Image Posts
Video Posts
Jan 68 10
Feb 73 13
Mar 74 14
Image Interactions
Video Interactions
Jan 44,967 37,878
Feb 39,911 32,481
Mar 36,297 29,190
Own Posts, Growth Rate, Interaction Rate, Own Posts / Average Interactions per Post comparison in 2015
Profiles with 10m+ followers
Data Source: quintly analyzed 13k Instagram profiles. Data Period: First quarter 2016
Own Posts
Jan 90
Feb 84
Mar 84
Growth Rate
Jan 1.09
Feb 1.08
Mar 1.07
Interaction Rate
Jan 1.37
Feb 1.19
Mar 1.14
Image Posts
Video Posts
Jan 69 21
Feb 64 20
Mar 63 21
Image Interactions
Video Interactions
Jan 475,769 308,438
Feb 425,002 252,838
Mar 407,042 221,223
Find out how your page is performing!
Try quintly for free: quint.ly/start_free
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