Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Instagram Is Still Trouncing Twitter In Brand Engagement

Instagram Is Still Trouncing Twitter In Brand Engagement

Data from analytics firm Socialbakers shows a nearly 50x engagement advantage for Instagram over Twitter.

Martin Beck on December 17, 2014 at 3:31 pm | Reading time: 2 minutes

twitter-instagram-logos-1920

Instagram’s surge past Twitter in active users — 300 million to 284 million — was big news last week, even sparking discussion about whether Instagram could eventually unseat Twitter as the top social news service.

That’s a battle that won’t be settled soon, but this week social analytics firm Socialbakers chimed in with a reminder to marketers that in terms of engagement Instagram is already blowing Twitter away.

Socialbakers compared the top 25 brands in Instagram engagement with the top 25 on Twitter and found per post engagement rates nearly 50 times higher on Instagram. Looking at three months of data ending December 9, the firm found that the average Instagram post for a major brand has a per fan engagement rate of 3.31% (counting likes and comments), whereas the top brands on Twitter are seeing a Twitter engagement rate of 0.07% per tweet, counting retweets, replies and favorites.

socialbakers-instagram-engage

During the three month span, brands on the lists averaged 38 times more total interactions on Instagram (6.5 million a month) than Twitter (167,000). Socialbakers didn’t release the full lists but shared some interesting results from the five brands that appeared on both: Victoria’s Secret, Starbucks, GoPro, Forever21 and Aeropostale.

For comparison’s sake, I created a quick chart from the data, which represents per fan engagement rates with the brands’ not engagement rates per post. That accounts for the fact that most brands post more often on Twitter than Instagram and makes the gap even more impressive.

socialbakers-engage-new

These engagement figures shouldn’t come as a surprise. They only confirm previous findings that Instagram is an extremely effective tool for brands to reach customers. For instance, a Forrester Research study released last May found Instagram’s per follower engagement rate for major brands to be 120 times higher than Twitter. In that study, Instagram also beat parent company Facebook by 58 times.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    B2B buyers are much more concerned about a company’s values than the general public
    3 content challenges and how marketers can overcome them
    Getting started with the Agile Marketing Navigator: Story Points
    Google delayed third-party cookie deprecation: Why and what’s next?
    6 martech contract gotchas to be aware of

About The Author

Martin Beck
Martin Beck was Third Door Media's Social Media Reporter from March 2014 through December 2015.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.