The camera emoji won the race for the most used emoji in brand posts on photo-sharing platform Instagram for 2015, with the heart coming in second and the registered trademark emoji in third place.
The study called the ‘2015 Instagram Industry Report’ analysed 2531 posts by 90 brands – all from the Interband top 100 list (of which only 90 per cent of the brands on the list actually use the platform).
More and more people are engaging with these brands on Instagram, with the report finding the engagement rate has increased 53 per cent year on year since the study first started in 2012. Hashtags, locations and emojis have helped with this.
While the heart is a widely-used emoji with users on the platform, and apparently the most engaging symbol, the camera came in first place largely because of brands using it to say where the photo credit came from.
However, the camera only turns up in ninth place as the most engaging emoji. The heart came in first, followed by the stars and then paint.
Furthering the engagement factor, the top ten brands on the platform based on engagement see coffee chain Starbucks in first place, with clothing company H&M second and automotive business BMW in third.
The key to Starbucks’ success, says the report, is the use of targeted emojis and hashtags, not just throwing some random ones in.
“Starbucks puts thought into each photo, each caption, each emoji, and each offer. Many of their posts prompt users to check their bio for a purchase link, or a link to free recipes for holiday treats,” the report states.
“When planning your Instagram strategy, take a lesson from Starbucks. Don’t forgo quality content production for the sake of distribution tactics. Your audience wants an authentic experience and, if you can, a little something extra.”
Download the full report here for more lessons and info. B&T has contacted Instagram for further comment.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]