Social Media Analytics Blog

King of Engagement – Instagram Study Q1 2015

Average Interaction on Instagram is up to 10 times higher than on Facebook

The following Instagram study provides insights on the most important stats during the first quarter of 2015. To get part of the photo-stream of an individual is not an easy task for companies. With 300M monthly active users and 2.5B likes per day the photo-sharing platform literally exploded since it was founded. People seem to like square-shaped pictures and the intuitive double tap like function and consequently interact a lot. In this study we analyzed how likely it is that users interact with the average account on this social network. On top of that, we wanted to identify if videos play a crucial factor in Instagram strategies, and which amount of posts might be considered as an optimum, plus an analysis on other relevant metrics.

Number of Instagram Posts
Whereas the average Facebook Page posts 1.5 times per day the number of posts on Instagram differs. Here users are tending to post less with roughly 1 post per day during Q1 in 2015. Analyzing pages with more than 100k followers, we found that these bigger pages tend to post more frequently than smaller pages.

Video / Image Distribution
We found in this study that 93.78% of users posts are images. Nevertheless, we saw in the Instagram strategy of New York Times, that for some channels videos play an important role.

Average Likes Per Post
As mentioned, videos do not seem to play a crucial role in Instagram strategies. Nevertheless, the following table shows that video and image posts receive a similar amount of likes on average.

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Launching custom colors for quintly charts

With our special focus on offering very high flexibility for our customers to personalize their dashboards and reports, we have gone one step further, creating an advanced new Custom Color feature. Besides being able to change the type of charts, users can now also customize the colors of their graphs, bar charts etc. This integration brings in another dimension of customization as brands can match the graphs to their own (or their competitors’) Corporate Identity, as well as agencies can do this individually for each of their clients.

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Facebook Adjusts Total Fan Count Metric – Up to 4% loss for fanpages

Beginning from the 15th March, Facebook fan page admins claimed a loss of fans and were unsure of the reason for the decreasing number. As a result of Facebook users who did not know an answer, many presumptions started to spread in the social web trying to find an answer to the sudden changes.

The answer: Facebook changed the metric for the “total like count”

As we were eager to answer the question of who was influenced to a larger scale, we analyzed Facebook pages separated into two size groups. First, pages above one million likes and those, which have less than one million.

With the new metric adjustment Facebook does not count inactive accounts anymore and stopped including manually deleted profiles in the total fan count. Through this adjustment fan pages with more than 1 Million fans lost more than 4% on average. Pages that have less than 1 Million likes lost slightly less likes and their total fan count decreased by almost 3% on average. As seen in the screenshot below the negative trend for smaller pages continues at the moment. These effects might persist for a while longer, but the “Fan Change Rate” will likely stabilize soon.

Pages with less than 1 Million likes lost almost 3% of their likes, for now

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[Infographic] – Average Facebook Page Performance February 2015

The average Facebook Page Performance Infographic for February 2015 is out now. To make our infographic relevant for every social media marketer we split our analysis in six different sized page groups.

We found out that the “Average Number of Facebook Fans” have become more stable, but still growing, compared to our analysis in September 2014. Through KPI’s such as Interaction rate and Number of User Posts we can see that the average user is more likely to engage with Facebook Fan pages compared to five months ago.

We split the infographic into a few sections showing different metrics ranging from pure fan numbers to posting behaviour and number of interactions:

 

  • Average Number of Facebook Fans
  • Likes, Comments and Share Distribution on own Facebook Posts
  • Interaction Rate
  • Avg. Number of Interactions per own post vs. People Talking About This
  • Number of Page Posts
  • Number of User Posts

How long will this trend continue? Let’s see what our analysis will show next month. Stay in touch with us on Twitter!

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