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How much are brands posting on Instagram?

How much are brands posting on Instagram? Doug Schumacher
It’s no secret at this point that brands are engaging with fans on Instagram. As we reported over a year ago, numerous brands are generating more engagement on Instagram than any other network.

What’s of growing interest is how brands are approaching their content on Instagram? And one of the first points of discussion when it comes to content is posting volume. How much are brands posting?

So let’s assess posting volumes across 26 brands in 3 major industries: Luxury fashion, pet foods, and fruit drinks.

To start we’ll look at luxury fashion. Below is the volume of publicly-visible posts by each brand on the major social media networks.

The first thing you’ll notice about this category is the level of participation on all the social networks. As a category, luxury fashion is bullish on social media, with almost every brand having accounts in each of the networks. Also, consider the 44 posts per month average volume for Instagram accounts — almost at Twitter levels.

Next we’ll look at pet food brands, below.

Instagram posting volume by Pet Food Brands

Clearly there’s less overall participation in social media in this category. Perhaps more surprising is that brands aren’t more active on Instagram, given the highly-photogenic subject of pets. For brands that are posting on Instagram, volume is relatively high. Not luxury fashion high, but then that category has a lot of different product lines, events, and celebrity activity to post.

Lastly, we’ll check out the fruit drinks category.

Instagram Posting Volume by Fruit Juice brands

The majority of brands have good representation across Facebook, Twitter and Instagram. It’s surprising to see Minute Maid and Capri Sun among the few brands not active on Instagram, though. And average account posting volume on Instagram is below once every two days.

It’s clear some industries are adopting Instagram faster than others, and it likely falls along the age demographic. Yet in each industry there are brands posting strong volume. If Instagram maintains it’s growth rate, we can expect some of the less active brands to increase their posting, and the inactive ones to get more involved.

Doug Schumacher is the co-founder of social media content strategy tool Zuum. Zuum reveals a number of key insights into what type of social media content will generate maximum impact for a given industry. His interactive career began in 1996...

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