Having recently turned four years old, Instagram’s user base of just north of 200 million may pale in comparison to Facebook’s 1.35 billion, but the engagement rate for brands on this visually oriented app is hard to beat in the social media ecosystem.
In fact, pretty much anyone who uses Instagram knows just how superior the ratio of likes and comments to followers on it is compared to other comparable online communities. Instagram makes it easy for businesses and consumers alike to share high-quality photos and videos with one another whenever, wherever.
What’s not to like?
Maybe that’s why such a tech behemoth as Microsoft didn’t just dip a toe into the Instagram waters, but jumped in with both feet last month, announcing they’re hired a photojournalist who “will travel to multiple contents to show how artists, inventors, scientists and entertainers are using Microsoft technology to do more and achieve more.”
Instagram. It’s not just for cute puppies and grumpy cats anymore.
So which brands have not only established a solid presence on Instagram, but are kind of a big deal there? That number is countless, of course – or at least subjective, as success on social media is often in the eye of the beholder. Some may be there for branding purposes, while others may be counting on actual leads. But focusing on engagement levels and the number of followers alone, here are six brands that, if you ask me, are killing it on Instagram…
With more than 21,000 stores all over the world, Starbucks clearly has a diverse range of material at its disposal to take pictures of and share. Which is just what you’ll see on their Instagram account – a celebration of an iconic brand’s products, not to mention a testimony to just how passionate customers are about this third place between work and home. From different stores tagged #WhereInTheWorld to people from all walks of life with their lattes, cappuccinos and smoothies in hand, everyone everywhere seems to be enjoying the Starbucks experience.
You might say there isn’t a better fit for Instagram than this legendary scientific and educational institution renowned for the spectacular photography in its magazine. The numbers would certainly support your argument. With over nine million followers, more than any other brand, and almost five thousand posts, National Geographic is all in on this channel. Their pictures are incomparable. Their captions are illuminating. Following them on Instagram is like going on a guided tour of the world.
If you like the feeling of living on the edge, you’ll love this account. Seriously, you’ll get your fill of vicarious thrills here. Makers of those small HD cameras that are so wildly popular among extreme sports enthusiasts, GoPro does a nice job leveraging user generated content (UGC) on Instagram, featuring plenty of both pictures and videos submitted by their zealous fans. Skiing. Surfing. Sailing. Skydiving. If it’s an adventurous activity, there’s a good chance it’s captured here.
No one has to tell me about the popularity of their classic leather boots. I have two teenage sons, after all. Besides, Timberland’s been around for a long time. Who hasn’t heard of them? But I was pleasantly surprised to see just how well this brand works the scene on Instagram. We’re talking about some very cool pictures of not just boots made for walking, but of a large variety of shoes and outdoor wear being modeled amid some very picturesque settings.
Okay. So there appears to be far less B2B brands on Instagram than B2C. Such a shame. Instagram presents them with a perfect opportunity to let their hair down a little and show they’re human, not just corporate monoliths. That’s not to say that B2Bs are totally missing from this channel, however. One brand in this category that caught my eye is Intel, one of the world’s largest semiconductor chip makers. Not that they have a lot of posts. But with more than 25,000 followers, they’ve got a decent audience for their pictures of gadgets, doodads, electronics and various technological apparatuses.
The Ellen DeGeneres Show
If you want a good laugh or just a reason to smile, you want to follow this account. Whether she’s posing for a selfie with one of the guests on her show, sharing an otherwise personal moment or cracking a silly joke on #ClassicJokeFriday, every post here will make you feel good all over. Taylor Swift. Bill Clinton. Sofia Vergara. Celebrity shots are common here. But so are some very random impromptu moments. Like the mega-talented superstar herself, this account is a lot of fun.
Note: This post, “6 Brands that Are Killing It on Instagram,” was originally published on ClickZ on December 2, 2014. To read the post there, click here.