Instagram being acquired for $1 billion back in 2012 seemed like a crazy move, but it’s quickly becoming apparent that Facebook knew something critics didn’t.
According to a new study from Forrester, Instagram delivers the highest engagement of any social network.
During a recent social media study, the research company analyzed over three million interactions spread across over 2,500 posts by brands.
Out of seven social networks analyzed, Instagram was the only to achieve engagement rates higher than one percent. In fact, it’s safe to say it blew every other platform out of the water.
“For every 1 million Facebook fans those brands had collected, each of their posts received only about 700 likes, comments, and shares. On Twitter, the ratio was about 300 interactions per 1 million followers.”
Twitter engagement rates came out to 0.03 percent, but Facebook edged slightly ahead in second place at 0.07 percent.
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However, Instagram beat both social networks at a 120x and 58x increase respectively, seeing an average engagement rate on brand posts of 4.21 percent.
To help demonstrate the higher engagement rates on Instagram versus Facebook, Forrester monitored a video from Red Bull posted to both social networks.
After four days, the video received over 2600 likes on Facebook, compared to over 36,000 likes on Instagram.
While Red Bull has nearly 42 million more followers on Facebook than on Instagram, the decline of organic reach is likely to blame.