Instagram’s Audience Engagement is Triple That of Facebook

Social media shop Shareablee discovered that marketers are very active on Instagram, despite the fact that most cannot run ads on the photo- and video-sharing service yet. During the second quarter, Instagram had 56 percent more total actions than Facebook. While Instagram is four years old, and Facebook went live in 2004, it is not surprising that the brand activity is growing much faster on the mobile app. However, Instagram is also bringing in three times the engagement per post.

Instagram1According to Adweek, the following statistics are for U.S. brand pages during the second quarter:

  • Facebook garnered 2.5 million brand posts, a year-over-growth of 22 percent.
  • Instagram had 493,000 of such posts, a 49 percent year-over-year jump.
  • Facebook accrued 6 billion actions (likes, comments or shares).
  • Instagram totaled 3.4 billion actions (likes, comments).
  • Facebook had 2,396 actions per post.
  • Instagram racked up 6,932 actions per post.

“We are optimistic about Instagram’s future ad monetization potential,” said Shareablee CEO Tania Yuki. “One unknown will be whether Instagram can find ways to effectively drive traffic to advertiser sites without detracting from its own traffic and engagement — and the willingness of advertisers to invest in Instagram without this outbound linking.”

These statistics are not only good news for the app, but also for Facebook since it acquired Instagram in 2012.


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