It's Not the Size Of Your Instagram Audience That Counts
Some of the largest brands in the U.S. are struggling to get the same kind of Instagram audience numbers they see on Facebook or Twitter. Corona (as in the beer), for example, surpasses 8 million Likes on Facebook, whereas its Instagram account has roughly 15,000 followers.
A new report from L2 (in partnership with Olapic), however, proves that it's not the size of a brand's Instagram audience that counts, but rather it's how they engage with that audience (big or small) that matters. With 100 percent organic reach (unlike it's stingy social sister - Facebook), brands would be wise to learn from fellow enterprises that are putting up big engagement numbers despite their unimpressive follower numbers.
The auto industry (represented in this study by 27 brands, like Audi, BMW, Jeep, Land Rover and others), for instance has one of the smallest communities on Instagram, yet has the highest engagement compared to mega-communities like retail, fashion and sportswear.
What L2 and Olapic recommend in the report is that brands, regardless of industry or size, leverage user-generated content to improve their Instagram presence and benefit from a conversion lift. By using the Instagram content of typical users (they don't have to be super users), brands get an additional means by which to connect with and recognize advocates, establishing meaningful two-way relationships that drive lifetime value and loyalty (and, of course, Instagram engagement).
While it's good news that brands can leverage UGC to engage their audiences in meaningful ways - especially for those struggling to build an audience on Instagram - it should be noted that Olapic is a provider of collecting, curating and publishing UGC for brands like Hard Rock and others.