40% of the top 100 brands are all on Instagram.  Out of the top 100 brands, 37 regularly post photos, and 17 of these 37 brands have over 10,000 followers each.  The top 10 brands on Instagram have a 96% engagement.  

Instagram can easily help you optimize content by noting which photos garnered the most feedback, and what time during the day you get the most feedback from followers. However, make sure not to post photos that are overtly promotional– top brands on Instagram post photos to build their brands, not promote.

Instagram’s new business blog features MTV, Starbucks, Victoria’s Secret, EOnline, and Burberry as the most followed brands on Instagram.  MTV is the most popular Instagram profile with over 846,000 followers. These accounts all try to post photos that they think their users will enjoy and ultimately comment on or “like” instead of photos that directly promote their brand. Successful companies become tastemakers on instagram instead of touting their products endlessly.   

Not every company is suited to Instagram.  As shown by a study in April, Instagram’s users are predominantly in the 18-35 age range.  The most popular companies on Instagram are product-driven brands that appeal to younger generations, if your brand doesn’t fall into that category it will probably be difficult to market your company towards that demographic.  

Instagram allows businesses to grow their mobile audience–the next frontier in social media.  

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