September 25, 2013
Early-adopters such as Nike and Starbucks, the two most-followed Fortune 500 brands on Instagram, have inspired others to use the platform for creative marketing purposes, CNET reports.
According to new research compiled by competitive intelligence firm TrackMaven, nearly 25 percent of Fortune 500 companies are active on Instagram, with 112 of these brands maintaining active accounts.
More than 150 people use the three-year-old photo and video sharing app, which Facebook purchased for $1 billion last year.
Companies are primarily sticking to photos and are hesitant to venture into 15-second video-creation, a feature added to the application in late June. Collectively, these brands have posted 19,009 pictures and just 243 videos as of Sept. 17.
While video adoption is expected to increase by the end of this year, the study found that video posts receive fewer interactions, defined as "likes" and comments, than photos.
However, hashtags seem to encourage engagement with big brands on Instagram: TrackMaven found that there is a strong correlation between using hashtags and garnering more likes and comments, with five being the optimal number of hashtags to use.
The study concludes that Instagram is “as much about people exploring new content as it is about them following the photos and videos of people or brands they like.” — Kyra Auffermann