While some brands are noticing the efficacy of Facebook video, many companies are also paying attention to video on Instagram. For ten brands in 2014, including the brand that is Justin Bieber and Warner Bros.’ Veronica Mars, this social media strategy paid off as their clips made it into the top branded Instagram videos of the year.
Adweek and social marketing agency Shareablee put together a list of the top-performing Instagram videos (as defined by the number of likes and comments) from brands across ten different categories, including auto, celebrity, sports leagues, electronics, movies, and TV shows. Adweek and Shareablee pulled data from January 1, 2014, through December 28, 2014.
According to the two companies’ findings, Justin Bieber took first place in the celebrity category with more than 1.3 million likes and 108,000 comments on a clip he posted of his dance routine. The trailer for Veronica Mars garnered 1.6 million likes and 116 comments, making it the most popular movie-related Instagram video in 2014.
Other brands made strong showings in their respective categories, as well. Billabong topped the fashion category with more than 850,000 likes and 124 comments on a surfing-themed video. And The Washington Post earned the #1 spot for publications because of a video of an adorable baby panda which earned over 1.1 million likes and around 1,000 comments.
Adweek and Shareablee also included the percentage of audience engagement for each video, which was determined by the number of total actions (comments and likes) divided by the number of followers. If the top ten branded videos from 2014 were ranked according to their percentages of engagement, the Veronica Mars Instagram video would win with a whopping 3911.65% of its followers engaged. Bieber, on the other hand, would come in seventh with 6.79% engagement, just barely ahead of 8th-place GoPro which had 6.47% engagement.
You can see all of 2014’s top branded Instagram videos via Adweek and Shareablee’s interactive infographic.
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