Facebook Inc.’s billion-dollar acquisition of Instagram is now valued by some estimates at thirty-five times the initial price tag. While an estimated 3 million U.S. teens abandoned Facebook between 2011 and 2014, the same cohort now cites Instagram as their most important social network. Enamored by 100 percent organic reach, brands have dialed up efforts on the platform, enjoying a window of opportunity that will likely close. Organizations burned by Facebook's news feed algorithm, which inserted a paywall between brands and their communities, are allocating resources to testing and optimizing content on Instagram versus acquiring followers. L2's second annual Instagram study evaluates the approach and performance of 250 brands on the platform, providing data, best practices and case studies to help brands achieve greater return on investment.