What drives engagement on Instagram?

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Brands are increasingly taking to Instagram to attract new customers, deliver visually pleasing content to current fans, and give everyone an inside look at companies.

So which industries are doing this the best? According to Socialbakers’ latest Instagram performance report, fast-moving consumer goods brands (FMCG) and home & living accounts.

Socialbakers, a Facebook Preferred Marketing Developer, recently released its report of top brands and accounts on Instagram in February. While alcohol brands generated the most engagement on Instagram in January, the industry dropped off the top five, while FMCG vaulted to the top.

instagram-jan-feb-2014

Socialbakers also pointed out two other Instagram pages that are working like gangbusters: GE and National Geographic. National Geographic dips into its high-quality photography from the magazine, giving Instagram followers a look through the lenses of the magazine’s photographers. GE actually invited six influencers and six fans to come up with a marketing campaign.

Socialbakers social media analyst Phillip Ross wrote about what makes a successful brand on Instagram:

So this month, it becomes a little bit clearer just what a brand has to do to strike it big on Instagram: take advantage of the fact that talented people who want to make compelling visual content are out there, and are often excited to be able to help spread the word about a brand with a big following for the increased reach it will give their own page. Even if they don’t work with such creative types directly, brands can certainly learn from them. Some examples of these prime lessons? Post consistently, both in message and in frequency. On that same note, make sure that your account can be found easily, and that users only have to find one account to know it is the brand’s offici­al one.

Readers: What other brands are doing well on Instagram?

Top image courtesy of Shutterstock.

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