By: Scott Stein, VP of Client Services, Leonard & Finco Public Relations
If you’re one of the 150 million people on Instagram and
you’re at all like me, you enjoy the photos posted by family and friends as
well as the various accounts that post photos of cute puppies. Since I consider
myself to be an OK amateur photographer, I also follow a lot of other
photographers looking for ideas and just enjoying the photos from around the
world.
While most of the accounts I follow on Instagram are
personal, I do follow a number of brands. And as a PR professional, I found a recent report from CNET to be rather
interesting. The report cites new research from the competitive intelligence
firm, TrackMaven, which found that nearly 25 percent of Fortune 500 companies
are active on Instagram, with 112 of the top companies maintaining active
accounts.
A couple of the
big guys who jumped on the Instagram bandwagon early, like Nike and Starbucks,
which are the two most-followed Fortune 500 brands on Instagram, use it for
creative marketing and have prompted others to follow suit.
While nearly a quarter of the Fortune 500 is using Instagram
as part of their marketing efforts, the TrackMaven research finds that most of
the focus is on photos, with few of them adopting the use of video, which
debuted on Instagram just three months ago.
The CNET / TrackMaven report also found that videos seem to
receive fewer interactions than photos and that there’s a strong correlation
between using hashtags and getting more likes and comments. (If you’re on
Instagram and looking for more likes and comments, the report says five is the
optimal number of hashtags to use.)
What do you think of Instagram? Do you follow certain brands
on Instagram?
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