Instagram has become its own unique communications channel and it is not
just fashion brands that are harnessing the power of its platform.
In the US, the publishing sector is seeing a positive impact from
Instagram’s growth, with fashion and lifestyle magazines seeing an increase
in followers and engagement.
In the latest social media report from MPA, The Association of Magazine
Media, the follower growth on magazines showed a 6.3 percent increase for
Instagram in the second quarter.
The study saw 270 magazine publishers from 33 media businesses participate,
across fashion, lifestyle, news, sports and technology publications.
Facebook has the highest likes/followers ratio, but Instagram sees
biggest growth
Analysing data from Facebook, Twitter and Instagram, found likes/followers
in total increased to 1.1 billion in the last three months. Facebook
accounted for 46 percent of that share. But the plus for Instagram came in
growth, YOY, adding 19.7 million likes for a 6.3 percent uptick, according
to Media Post.
At Condé Nast, the magazines that witnessed a significant quarterly
increase in their followers are Architectural Digest, which has 4.3 million
followers, up 7 percent, Vogue, which reached 23.8 million followers and
Vanity Fair with 4.7 million followers reached 5 percent.
The best performing Hearst magazines on the social network are O’s Oprah
Magazine, which grew by 16 percent along with Elle, which recorded a 5
percent increase in followers.
After Facebook, Instagram ranks second place at 30 percent of total
likes/followers, with Twitter posting the smallest share (24 percent). Over
the past three years, Instagram has registered the highest growth rate of
all three tracked networks.
Pinterest is no longer being tracked for the Social Media Report due to
limited use by magazine brands.
Photo credit: Instagram, source Instagram press release
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