The following study provides readers with insights on the most important Instagram stats during the second quarter of 2015. It analyzes 6,000 profiles, in different sized groups and presents the average performances of social media marketers. Further it gives social media marketers the possibility to benchmark their own profiles and learn from the most successful players in the market.

1. Instagram Study Q2
quintly analyzed 6,000 Instagram profiles and
more than 120,000 Facebook Pages in Q2 2015

2. The study will help marketers understand the development of engagement
in the past and identify potential trends for the future. With this knowledge
marketers are able to optimize their posting patterns and drive higher
engagement on their content marketing on Instagram.
By clustering profiles and pages in six different sized groups, every
marketer is able to benchmark their own performance against the
individual average.

3. @quintly
Higher post frequency on Facebook
Since Q1: Increase on Instagram, no change on Facebook
0.89x
1.48x
The ideal post frequency has a lot of
dependencies, such as industry and
audience. There is no rule of thumb which
leads automatically to higher engagement.
Average post frequency on Instagram
increased from 0.89 per day in January to
1.11 per day in June 2015. Facebook
remaining unchanged at 1.48 per day.
Bubbles:
Own posts per page or profile per day.
1.11x

4. @quintly
Page Size Facebook Instagram
1-1k Fans 7 10
1k-10k Fans 21 23
10k-100k Fans 48 46
100k-1m Fans 122 68
1m-10m Fans 231 79
10m+ Fans 151 74
Brands still rely heavily on Facebook
Instagram more popular among smaller profiles
Data Source: quintly analyzed 6,000 Instagram profiles. Data Period: June 2015
Compared to Q1 post frequency on Facebook is
nearly constant, whereas increasing on Instagram
Instagram seems to be especially interesting for
pages from 1k-10k followers, where the post
frequency grew the most in the last 6 months.
Table: Average number of posts per page in June
2015.

5. Find out how your page
is performing!
Try quintly for free: quint.ly/start_free

6. @quintly
1.9% 17.7%
Facebook is remaining the top dog in social media
but Instagram is on a significant rise, which
becomes clear when the audience growth rates are
compared.
As seen in the chart before, interactions remain
high and did not decrease with the size of the
network and amount of posts per day.
Bubbles: Audience (Followers or Fans) growth of
the analyzed profiles on Facebook and Instagram
in Q2.
Instagram followers on rapid growth
Facebook fans numbers hardly increasing

7. @quintly
Q1
Q2
Q1
Q2
Page Size
The interaction rate dropped
considerably in Instagram
and less in Facebook. This
happened due to the increase
in fans and number of posts
in each network, where
Instagram grew more.
Chart: Average interaction
rate; All interactions over
posts and followers.
Instagram interaction rate drops

8. Find out how your page
is performing!
Try quintly for free: quint.ly/start_free

9. @quintlyVideos - Small percentage of timelines
Increase by 4% points since Q1
Interaction on videos can be considered as “high
quality interaction“ because the consumer
spends up to 15 seconds with the told story of
the brand. Due to that, videos should be part of
every strategy.
The amount of videos are increasing but remain a
small share.
Chart: Image and Video distribution in Q2 2015.
Videos 10.23%
Images 89.77%

10. @quintly
Page Size
Image Post
Interaction
Video Post
Interaction
1-1k Followers 25 23
1k-10k Followers 114 124
10k-100k Followers 757 685
100k-1m Followers 6.414 6.309
1m-10m Followers 59.916 63.119
10m+ Followers 612.672 584.432
Images and videos perform on the same level
Interactions decreased compared to Q1
Data Source: quintly analyzed 6,000 profiles. Data Period: June 2015
Through the possibility to tell a story in
greater detail as in a picture, videos are highly
attractive for brands.
Even though videos are up to 15 seconds
they receive a very similar amount of
interactions.
Table: Average number of interaction on
images and videos.

11. @quintly
Interactions decreased since Q1
Page Size
Image Post Interaction
Q1 / Q2
Video Post Interaction
Q1 / Q2
1 - 1k Fans 26 / 25 26 / 23
1k - 10k Fans 148 / 114 137 / 124
10k - 100k Fans 999 / 757 1.205 / 685
100k - 1m Fans 9.152 / 6.414 8.363 / 6.309
1m - 10m Fans 79.303 / 59.916 67.662 / 63.119
10m + Fans 406.922 / 612.672 343.069 / 584.432
Data Source: quintly analyzed 6,000 Instagram profiles. Data Period: June 2015

12. Happy Analyzing!
Try quintly for free:
quint.ly/start_free