Vine may still belong mostly to the people, but brands are making some major noise on Instagram. Since the popular app launched its video service four months ago, 40% of its 1,000 most shared videos have come from brands.
The figure comes from Unruly, which broke down Instagram Video in its most recent white paper. It found several brands to be particularly well-represented in the top 1,000, especially MTV, which on its own accounted for 8.4% of the most shared videos. This makes sense when you consider how teen idols–a frequent target for MTV Instagrams–are hugely popular on the platform. Justin Bieber alone accounts for 14 of the top 20 most shared Instagram videos.
Other brands with big Instagram presences include YouTube success stories like NBA and GoPro, but the platform’s single most shared brand video comes from an unlikely source: Peanuts. A short clip of Snoopy dancing on Schroeder’s piano has scored more than 26,000 social media shares, ten thousand more than any other brand Instagram video.
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“It’s remarkable that within just five months of launch, Instagram videos now account for almost 10% as many tweets as YouTube videos do,” said Unruly’s US President Richard Kosinski. “Smart marketers are no longer measuring success based on a YouTube view count and advertisers understand that it’s people first, platform second.”
Unruly has a clear motive in uncovering all of this Instagram data. The analytics company’s new white paper coincides with the release of its new product set aimed at brands who wish to have a larger Instagram presence. It previously launched a similar toolkit for Vine, but this new data suggests that Vine’s chief competitor is the short-form platform where the most brand recognition can be earned.
