Even a social media platform designed by and for photographers seems to be in love with video.
From January 1–March 15, the number of Instagram video posts from U.S. brands increased 68% vs the same period in 2015, driving a 90% spike in consumer engagement with those videos, according to exclusive Shareablee data supplied to PR News. Engagement is defined here as the sum of consumer likes and comments. The NBA was the top U.S. brand for video on Instagram, streaming nightly highlights of its games to fans. Video was 41% of the league’s Instagram engagement with consumers.
So far this year, the top brand overall on Instagram is National Geographic, touting pros’ and UGC photos of animals. As the charts show, consumer engagement on Instagram with U.S. brands grew 34% vs the same period in 2015. Brands’ Instagram posts were up 22%.
Overall, the NBA had 213 million Instagram actions, trailing Nat Geo’s 265 million. The NFL was third, ahead of Victoria’s Secret.
This article originally appeared in the March 21, 2016 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.