While the world’s top 100 brands (according to Interbrand) are almost universally using Facebook and Twitter, their adoption of social photo sharing sites Pinterest and Instagram has grown to rival their adoption of Google+, details SimplyMeasured in a new study. As of February 1, 69 of the Interbrand 100 had a Pinterest account and 59 an Instagram account, up from 63 and 54, respectively, 3 months earlier. In comparison, the number of brands with a Google+ account rose from 67 to 70.
Of course, having an account doesn’t necessarily equate with using it. But still, Pinterest and Instagram fare well on this level. 55 of the 59 brands on Instagram are active (have posted photos), and 59 of the 69 on Pinterest are active.
- Followers of the Interbrand 100 on Instagram grew by 41% between November 2012 and February 2013 to reach 5.8 million.
- Whereas in November, the top 8 brands on Instagram accounted for 92% of total engagement, in February, that figure dropped to 80%, indicating that the number of brands fueling engagement on the site is on the rise.
- Photos with filters generate more engagements per post than those without. The share of brand photos with filters has decreased, though.
- While engagement per photo on Instagram increased 31% during that 3-month span, of those shared to Twitter, quarter-over-quarter engagement (tweets per photo) decreased by 17%. Still, of those shared to Facebook, engagement was up 30%.