Move over Facebook, Twitter and Google+ : Instagram has grown into an important part of the social media strategy for many businesses. New research into the top 100 brands according to Interbrand finds that 54 of them now use Instagram as a part of their social media strategy.
That marks an addition of 35 companies just in the past quarter and means that the popular photo-sharing platform has been growing at a faster pace than Pinterest and Google + over the past three months.
Apparel companies such as Nike, GAP and Adiddas were among the companies leading the growth in Instagram users. MasterCard, Philips, Samsung and Volkswagen were some of the other brands to newly use Instagram.
"Seeing this level of activity, it's more clear than ever that Instagram has graduated from a 'fun new social network' to an integral component of a brand’s social strategy," said Adam Schoenfeld, CEO at Simply Measured, which conducted the research. "While early adopters are seeing a majority of the engagement, there’s still time for newer brands to jump in and leverage the visual nature of the platform to engage and grow their audiences."
In particular, businesses are looking to engage their customers by continuing to post images to Instagram. Thirty-four businesses say they post at least one photo a week on Instagram, up from 26 one quarter ago.
Overall, businesses are embracing Instagram as a part of their social media strategy. Ninety of the 100 businesses say they post Instagram images on Facebook, and 60 report posting pictures on Twitter.