Brands fuel 'explosive growth' of Instagram video

Instagram: brands are increasingly using its video function
Instagram: brands are increasingly using its video function

Brands account for 40 per cent of the 1,000 most-shared Instagram videos, according to data compiled by marketing technology company Unruly.

Unruly, which has unveiled a social video "product set" for Instagram today, found that more than 80 brands – including Samsung, Nike, BMW, Disney, General Electric and Red Bull – feature on the Unruly Viral Video Chart’s top 1,000 Instagram videos. This is despite the Facebook-owned app only adding video functionality in June.

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. In terms of sectors, entertainment was the most popular followed by clothing/apparel.

The research, using data collected between September 9 and October 9, also found:

  • 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 ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530).
  • Nine out of ten Instagram video shares occurred on Facebook.

Phil Townend, the Unruly EMEA managing director, said: "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 utilising the open web to amplify awareness of their content, brands can maximise the effectiveness of their content marketing strategies to drive sharing and ultimately increase their market share.

"It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent 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."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message