Social Media Analytics Blog

Instagram Study: Interactions have dropped by 33% in one year

In our Instagram study for 2015 we analyzed the development of the interaction rate and found a downwards trend by almost 40%. Due to the fact that this rate takes more values into consideration (to make profiles comparable, irrespectively of size) the decreasing rate has more than one factor. To get a better understanding of how that affects total interactions, we used this Instagram study to also analyze purely likes and comments. (more…)

How to find the best-fitting Instagram KPIs

Now that Instagram is more mature, the network plays an essential role for an increasing number of businesses in content marketing. As reported in our Instagram Study 2015, interactions dropped throughout the past year, whereas own posts increased moderately and the frequency of video posts almost doubled. These facts, crowded Instagram timelines and competition force brands to set and measure the right Instagram KPIs to use the network to its fullest. (more…)

King of Engagement – Instagram Study Q1 2015

Find the latest quintly Instagram Study here.

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. (more…)

New York Times is going “All-In” on Instagram

The interest in Instagram is certainly growing. We read in an article a while ago that the New York Times is going “All-In” on Instagram. After that we got curious about how and why one of the biggest players in the newspaper market is doing that. In the article Alexandra MacCallum, assistant managing editor for audience development at the Times, announced that the newspaper now employed staff that is responsible for cutting 15-second videos.

Instagram is a good method of mobile marketing and is a useful approach to increase customer loyalty and the customer experience from already established companies. As well as that, posting pictures frequently can keep users and customers interested in the company. Additionally, Edison Research showed in a study this year that over half of Americans aged 12 to 24 have an Instagram account, where NY Times is certainly interested in. Alexandra MacCallum showed that she understands Instagram, its purpose, and the benefit for businesses when she stated, “it is not an effort to drive traffic to the site. That is very hard on Instagram,..”. Nevertheless, Instagram might be very important for the newspaper’s future, and we want to analyse how the NY Times is active on the photo-sharing platform.

First we want to understand how many posts they did in 2015 and which channels receive the most likes, shares, and comments.

Online Appearance

After having a look at the quantitative stats, it is interesting to see in which channel followers are engaging more. After we gained that knowledge, the next analysis will try to answer why and how the interactions are higher. In the screenshot below we did not include the NY-Times Fashion-Channel because the engagement is much higher than the other channels, caused by the New York Fashion Week in this period of time.

Online Appearance


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