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7 Brands generating more engagement on Instagram than on Facebook

Posted by Doug Schumacher on April 30th, 2014 at 4:46 pm

We recently launched a new data view at Zuum: The Social Engagement Leaderboard. It ranks the volume of engagement for a set of brands across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. We applied this data view to some of the top social brands in the world, and found that a number of them are getting higher numbers of engagements on Instagram than on Facebook.

This report looks at the benchmarks and content of 7 of them: Coca-Cola, Oreo, Red Bull, Chevrolet, Maybelline, Calvin Klein and Burberry.

Key Data Points
  • 86% of the total fan count is on Facebook while only 20% of the total engagements are on Facebook
  • 1.6% of the total fan count is on Instagram, while 72% of the total engagements are on Instagram
  • The ratio of engagements per post to fan count was 100 times higher on Instagram than Facebook
  • The Instagram accounts are gaining fans at a rate 5 times faster than the Facebook pages
  • Brands are posting about the same volume on Instagram as they are on Facebook

Curious to hear of other smaller brands generating more engagement on networks other than Facebook.

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