Forrester has both good and bad news for Facebook. According to a new report by the market research firm, for every 1 million fans drawn to a company’s Facebook page, each of the posts received around 700 interactions. For Twitter, the ratio was about 300 interactions per 1 million followers. The report titled “Use Instagram Now,” finds that Instagram, a Facebook property, outperformed every platform when it came to delivering engagement.
Nate Elliott writes on Forrester blog that
Our study found that top brands’ Instagram posts generated a per-follower engagement rate of 4.21%. That means Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.
However, the report says that Instagram will deliver high interaction rates for only a short period of time. As more brands flock to the platform, the photo sharing service will have no other option than to filter the contents so that users only see relevant content on their feed. It’s the right time for the marketers to leverage the platform, according to the report.
The Forrester Report has pointed out 3 reasons for the high interaction rates on Instagram-
- It’s less cluttered than other social media platforms.
- Instagram doesn’t filter brand contents as networks like Facebook do.
- It has more younger users than Facebook and Twitter. And younger users interact more with brand content.
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