Apparently Instagram is an absolute beast for brands when it comes to post engagement. Shareablee released some stats comparing Facebook and Instagram during the second quarter for brands in the U.S., indicating that Instagram is seeing three times the engagement per post compared to Facebook.
The firm shared the following stats with AdWeek:
- 2.5 million brand posts on Facebook (up 22% year-over-year)
- 493,000 brand posts on Instagram (up 49% year-over-year)
- 6 billion actions (likes, comments or shares) on Facebook
- 3.4 billion actions (likes, comments) on Instagram
- 2,396 actions per post on Facebook
- 6,932 actions per post on Instagram
Those last two are what really show that Instagram is knocking it out of the park for brands. It's a good thing for Facebook that it owns it.
And this doesn't even take paid posts into consideration, as they're not available to everyone on Instagram yet. Once they are available, advertisers may be able to tie their Instagram ads directly to Facebook and vice versa.
Digiday reported last week on a test Facebook is conducting with Mercedes-Benz, which lets it target Facebook users who previously saw one of its Instagram ads. Apparently Instagram will also show ads to users based on those they saw on Facebook.
Facebook recently started letting advertisers target users who have visited their sites. For example, I might look at an auction on eBay, then see an ad for that very item from eBay in my Facebook News Feed later. It would be shocking if Facebook didn't do similar things across its own properties.
Instagram ads are poised for a global roll-out later this year.
Image via Instagram