Brands account for 40% of top Instagram videos

31/10/2013

Forty per cent of the 1,000 most shared Instagram videos last month came from brands, according to new data.

The study, from marketing technology company Unruly, found that more than 80 different brands - including Samsung, Nike, BMW, Disney, General Electric and Red Bull - feature on the Unruly Viral Video Chart’s top 1,000 Instagram videos, despite the Facebook-owned mobile app only adding video functionality in June.

Here is the top 10—not counting music/TV/film entertainers—with share stats from the one-month research period:

1. MTV — 134,110
2. NBA — 68,463
3. Peanuts — 43,227
4. GoPro — 35,097
5. Miami Heat — 28,465
6. Wendy's — 23,833
7. Topshop — 23,347
8. Starbucks — 22,035
9. ABC — 21,782
10. HBO's Girls — 21,769

Other key findings from Unruly’s data* include:

• The most shared brand on Instagram Video was MTV, with 84 videos in the top 1,000, attracting a total of 134,110 shares altogether across Facebook, Twitter and the blogosphere. Other brands to appear in the top 5 were the NBA, Peanuts and GoPro;

• The most popular verticals in the top 1,000 were Entertainment and Clothing & Apparel;


• Peanuts’ Snoopygram (26,962) was the most shared branded video on Instagram, followed by EA Sport’s FIFA 14 real-time spot (16,499) and a promo for HBO’s popular TV show Girls (15,376);

• The total number of unique Instagram videos shared on Twitter was 176,016 which is equivalent to 10% of the unique YouTube videos shared on Twitter during the same period (1,871,530);


• 9 out of 10 Instagram video shares occurred on Facebook;

• 14 of the top 20 most shared user-generated Instagram videos came from Justin Bieber, with his top three videos generating a total of 522,029 shares.

Interest in short-form video content has grown significantly in 2013 following the launch of Vine and video for Instagram. Instagram now boasts 150 million active users, while six-second sensation Vine has gone from zero to 40 million registered users in just over 9 months.

Brands and agencies looking to to make the most of this surge in activity around short-form video content now have the chance to amplify, optimize and analyze the success of their campaigns across the social web using Unruly’s end-to-end social video product set for Instagram, which launches today.

It means advertisers will be able to create content on Instagram and evaluate Instagram videos for shareability and effectiveness using Unruly’s ShareRank™ algorithm; they’ll also be able to distribute Instagram videos to a global audience of one billion users across the Open Web and benchmark the social footprint of their Instagram videos against their competitive set.

“New short-form content platforms such as Vine and Instagram are experiencing explosive growth. By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilizing the Open Web to amplify awareness of their content, brands can maximize the effectiveness of their content marketing strategies to drive sharing and ultimately increase their market share,” said Phil Townend, MD EMEA at Unruly.

“It’s remarkable that within just five months of launch, Instagram videos now account for almost 10% as many tweets as YouTube videos do. Smart marketers are no longer measuring success based on a YouTube view count and advertisers understand that it’s people first, platform second,” he concluded.

“Short-form content has evolved rapidly as more and more people are creating and sharing content on their mobile devices. With mobile engagement rocketing by 265.7% over the past 12 months, brands have been quick to establish themselves on Vine and Instagram. Some brands are already taking highly shareable content created on these platforms and distributing it to wherever their target audience is discovering and enjoying content,” said Matt Cooke, co-founder and CTO at Unruly.

“Our social video player drives exceptional engagement and sharing levels to drive earned media outside on a brand’s owned channels across desktop, mobile and tablet devices and I’m pleased that brands can now partner with Unruly to turbo-charge the success of their Instagram videos.”

Methodology:

*Data was collected from September 9, 2013 to October 9, 2013. Data points were collected using Unruly Analytics and the Unruly Viral Video Chart and includes shares on Facebook, Twitter and the blogosphere. Stats do not include likes and comments from within the Instagram app itself.

You can read more about Unruly’s Instagram product set here and download a guide to the brand opportunity here.

http://www.unrulymedia.com/unruly-whitepapers

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