What: Social net Instagram has succeeded in increasing brands followers significantly.Nike has reached 12 million followers, Victoria’s Secret 10.5 million, GoPro 4.2 million, the NBA 4.9 million and Starbucks 3.7 million after implementing Instagram video on their marketing strategies.
Why it matters: Developments in the online video market, with its potential to grab TV ad dollars are crucial to follow. The fact that 40% of the most-shared videos on Instagram are created by brands, not average users is interesting to know.
Nike, the athletic shoe and apparel Company, has succeeded in increasing its followers from 4 million to 12 million because of its Instagram video initiatives.
Back in April 2014, Nike was already boasting 4 million followers on the social platform mostly known for photo sharing. From February 20, 2015, the company has increased its Instagram followers 200% to 12 million.
Victoria’s Secret was another Company that experienced a huge improvement in its follower count after implementing Instagram video. The women lingerie company saw its subscribers increase from 4.2 to 10.5 million. Camera brand GoPro also went from having 1.9 followers to 4.2 million, the National Basketball Association(NBA) bumped its follower count from 2.3 to 4.9 million, and Starbucks saw its subscribers grow from 2.3 to 3.7 million after implementing Instagram video on their marketing strategies.
According to a white paper from video advertising company Unruly, 40% of the most-shared videos on Instagram are created by brands, not average users.These brands’ successes with Instagram video probably depends on their marketing budgets, which none of the companies revealed. However, regardless of budget, the way NBA, Starbucks, Nike, Victoria’s Secret, and GoPro have figured out Instagram video should set precedent for other brands.