At L2’s Instagram Research Briefing at the Hearst Tower in New York, L2 co-founder and head of research Maureen Mullen, Scott Galloway, and research lead Claude De Jocas shared insights about the “world’s hottest social platform.” Here are a few:
– Instagram is Facebook Inc’s moisturizer. Teens are leaving the platform in droves to spend more time on Instagram. Twenty-eight percent of all social media interactions happen on Facebook, up from 16% in 2013.
– Instagram isn’t just a platform for luxury and fashion brands. Stella Artois, Nokia, Pabst Blue Ribbon and GoPro have all been able to generate high engagement rates among their fans.
– Product posts resonate with brands more than any other type of content. Sixty-five percent of the top 200 brand posts feature a product.
– Brands are excited about carousel ads because of the potential to tell a story with several photos.