Instagram Study 2015

Instagram Study 2015
quintly analyzed 10,000 Instagram  
proﬁles during the full year of 2015

In this study quintly reveals important developments on Instagram
during the year of 2015. Instagram was highly controversial as being the
network to-be for brands and their storytelling.
With rolling out ads, Instagram became a large part in marketing
activities of many businesses. In order to optimize posting patterns for
any proﬁle quintly analyzed various metrics in different sized groups.

@quintlyModerate increase of daily own posts during 2015
Businesses are slowly ramping up on post frequency
Marketers realized Instagram as always
helpful to bring customers closer to their
brand and thus included it in many
storytelling approaches.
In order to benefit from high interaction
rates the daily frequency of posts slightly
increased during 2015.
Chart:
Own posts per day in the specific month.
Data Source: quintly analyzed 10k Instagram profiles.
Data Period: Jan-Dec 2015

@quintly
While Instagram gets increasingly „grown-
up“, a normal phenomena is a decreasing
growth rate. In early 2015 the average
proﬁle grew almost more than 20% per
month which dropped until December.
Through this development, goals have to
be set differently in 2016, as growth is
slowing down.
Chart:
Monthly follower growth of analyzed
proﬁles during 2015.
Decreasing follower growth in second half of 2015
After high growth in the beginning of 2015, growth slowed down after May

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@quintly
This development is driven mainly by two
factors:
On the one hand this trend shows that
people interact less in increasingly
crowded timelines. On the other hand this
phenomena is reinforced by the massive
increase in followers, which results in a
decreasing rate.
Bubbles:
Average interaction rate; All interactions
divided by posts and followers.
Distinct drop in Interaction Rate
Growth rate and interactions does not seem to have the same pace

@quintly
Throughout the year 2015 Instagram
became a highly interesting network for
businesses to market in, accordingly image
posts increased.
Interesting to identify will be if this trend
continues in 2016 whereas post frequency
increases further.
Chart:
Frequency of image posts per month
during 2015.
Image posts slightly increasing during 2015
Instagram gets increasingly interesting for brands to market in

@quintly
Video content receives more and more
attention in all social media networks, thus
the number of video posts almost doubled.
As reported in our Instagram study from
Q2 2015 videos perform on the same level
as images do. Nevertheless, businesses
are trying to utilize the longer time spent
watching a video in their storytelling
approaches.
Chart:
Frequency of video posts per month
during 2015.
Frequency of video posts almost doubled in 2015
Signiﬁcant rise of video content on Instagram; whereas timelines still dominated by image posts

@quintly
As seen before the Interaction Rate
dropped throughout the year. In our last
Instagram study from Q2 we reported
videos and images performing on the
same level.
Judging by the rise beginning in Nov, this
might change in 2016.
Chart:
Interaction Rates on image and video
posts in 2015.
Interaction Rate on Images and Videos drops simultaneously
Video interaction rate ends 2015 with a higher trend

In the following pages we clustered our findings in different sized groups
of Instagram profiles. With these tables you are able to compare your
own performance with the average profile in your profile size.
For each cluster there are two slides of information, analyzing six
different sized groups in total. Here we analyzed the same metrics as in
the first part.

@quintly
Own Posts
Jan 8
Feb 8
Mar 10
Apr 10
May 11
Jun 10
Jul 10
Aug 10
Sep 9
Oct 9
Nov 8
Dec 7
Own Posts, Growth
Rate and Interaction
Rate in 2015
Proﬁles with 1 - 1k followers
Data Source: quintly analyzed 10k Instagram
proﬁles. Data Period: Jan-Dec 2015
Growth Rate
Jan 1.23
Feb 1.24
Mar 1.22
Apr 1.20
May 1.24
Jun 1.19
Jul 1.18
Aug 1.17
Sep 1.19
Oct 1.18
Nov 1.19
Dec 1.16
Interaction Rate
Jan 8.16
Feb 8.18
Mar 6.92
Apr 6.94
May 6.83
Jun 7.11
Jul 6.64
Aug 7.10
Sep 6.76
Oct 6.55
Nov 6.36
Dec 6.55

@quintly
Image
Posts
Video
Posts
Jan 8 0
Feb 8 0
Mar 10 1
Apr 10 1
May 10 1
Jun 10 0
Jul 10 0
Aug 9 0
Sep 8 0
Oct 8 0
Nov 8 0
Dec 7 0
Image
Interactions
Video
Interactions
Jan 27 27
Feb 27 28
Mar 23 24
Apr 24 19
May 24 20
Jun 25 24
Jul 23 26
Aug 26 25
Sep 24 26
Oct 24 25
Nov 23 23
Dec 23 27
Own Posts / Average
Interactions per Post
Comparison in 2015
Proﬁles with 1 - 1k followers

@quintly
Own Posts
Jan 20
Feb 21
Mar 23
Apr 23
May 23
Jun 23
Jul 22
Aug 21
Sep 22
Oct 23
Nov 22
Dec 22
Growth Rate
Jan 1.22
Feb 1.24
Mar 1.22
Apr 1.21
May 1.19
Jun 1.18
Jul 1.16
Aug 1.15
Sep 1.16
Oct 1.19
Nov 1.20
Dec 1.18
Interaction Rate
Jan 3.94
Feb 3.53
Mar 3.45
Apr 3.35
May 3.25
Jun 3.05
Jul 2.90
Aug 2.86
Sep 2.62
Oct 2.40
Nov 2.50
Dec 2.26
Own Posts, Growth
Rate in 2015
Proﬁles with 1k - 10k followers

@quintly
Image
Posts
Video
Posts
Jan 19 1
Feb 20 1
Mar 22 1
Apr 21 1
May 22 1
Jun 22 1
Jul 21 1
Aug 20 1
Sep 21 1
Oct 22 2
Nov 20 2
Dec 20 1
Image
Interactions
Video
Interactions
Jan 148 138
Feb 134 174
Mar 132 128
Apr 127 124
May 123 133
Jun 115 125
Jul 110 115
Aug 109 113
Sep 101 96
Oct 92 85
Nov 98 94
Dec 89 87
Own Posts / Average
Comparison in 2015

@quintly
Own Posts
Jan 41
Feb 43
Mar 46
Apr 45
May 47
Jun 46
Jul 46
Aug 45
Sep 46
Oct 47
Nov 44
Dec 43
Growth Rate
Jan 1.23
Feb 1.19
Mar 1.20
Apr 1.18
May 1.22
Jun 1.17
Jul 1.14
Aug 1.12
Sep 1.15
Oct 1.18
Nov 1.18
Dec 1.17
Interaction Rate
Jan 2.71
Feb 2.50
Mar 2.52
Apr 2.51
May 2.45
Jun 2.17
Jul 2.11
Aug 1.98
Sep 1.91
Oct 1.85
Nov 1.77
Dec 1.65
Own Posts, Growth
Rate in 2015

@quintly
Image
Posts
Video
Posts
Jan 38 3
Feb 40 3
Mar 42 3
Apr 42 3
May 43 4
Jun 43 4
Jul 42 4
Aug 41 4
Sep 42 4
Oct 43 4
Nov 40 4
Dec 39 4
Image
Interactions
Video
Interactions
Jan 1,000 1,206
Feb 891 1,025
Mar 895 1,039
Apr 886 939
May 874 821
Jun 758 686
Jul 740 686
Aug 692 711
Sep 684 640
Oct 661 644
Nov 640 641
Dec 598 664
Own Posts / Average
Comparison in 2015

@quintly
Own Posts
Jan 57
Feb 62
Mar 68
Apr 65
May 70
Jun 68
Jul 72
Aug 69
Sep 73
Oct 76
Nov 69
Dec 69
Growth Rate
Jan 1.13
Feb 1.14
Mar 1.11
Apr 1.14
May 1.14
Jun 1.10
Jul 1.14
Aug 1.12
Sep 1.11
Oct 1.14
Nov 1.11
Dec 1.11
Interaction Rate
Jan 2.53
Feb 2.16
Mar 2.10
Apr 2.11
May 1.94
Jun 1.82
Jul 1.77
Aug 1.67
Sep 1.56
Oct 1.53
Nov 1.50
Dec 1.49
Own Posts, Growth
Rate in 2015
Proﬁles with 100k - 1m followers

@quintly
Image
Posts
Video
Posts
Jan 53 4
Feb 57 5
Mar 63 5
Apr 59 6
May 64 6
Jun 63 6
Jul 67 6
Aug 63 6
Sep 66 7
Oct 68 7
Nov 63 7
Dec 62 7
Image
Interactions
Video
Interactions
Jan 9,154 8,367
Feb 7,737 7,387
Mar 7,569 7,045
Apr 7,374 8,260
May 6,915 6,682
Jun 6,418 6,316
Jul 6,158 6,154
Aug 5,831 5,825
Sep 5,352 5,217
Oct 5,214 5,398
Nov 5,080 5,191
Dec 5,013 5,214
Own Posts / Average
Comparison in 2015
Proﬁles with 100k - 1m followers

@quintly
Own Posts
Jan 90
Feb 90
Mar 90
Apr 80
May 86
Jun 79
Jul 79
Aug 77
Sep 79
Oct 83
Nov 83
Dec 78
Growth Rate
Jan 1.14
Feb 1.18
Mar 1.12
Apr 1.16
May 1.15
Jun 1.17
Jul 1.10
Aug 1.10
Sep 1.09
Oct 1.11
Nov 1.10
Dec 1.10
Interaction Rate
Jan 3.23
Feb 2.61
Mar 2.59
Apr 2.69
May 2.48
Jun 2.32
Jul 2.17
Aug 2.11
Sep 1.86
Oct 1.73
Nov 1.71
Dec 1.67
Own Posts, Growth
Rate in 2015
Proﬁles with 1m - 10m followers

@quintly
Image
Posts
Video
Posts
Jan 79 10
Feb 79 11
Mar 78 12
Apr 74 10
May 74 12
Jun 68 11
Jul 68 11
Aug 68 9
Sep 70 9
Oct 73 10
Nov 68 10
Dec 67 11
Image
Interactions
Video
Interactions
Jan 79,317 67,668
Feb 64,619 55,162
Mar 66,273 52,708
Apr 68,428 64,989
May 62,796 59,016
Jun 59,961 63,160
Jul 57,196 58,863
Aug 55,770 61,191
Sep 49,015 51,786
Oct 44,226 48,031
Nov 45,538 48,395
Dec 45,704 47,389
Own Posts / Average
Comparison in 2015
Proﬁles with 1m - 10m followers

@quintly
Own Posts
Jan 95
Feb 100
Mar 80
Apr 85
May 83
Jun 74
Jul 78
Aug 85
Sep 85
Oct 83
Nov 88
Dec 92
Growth Rate
Jan 1.11
Feb 1.62
Mar 1.35
Apr 1.10
May 1.25
Jun 1.18
Jul 1.10
Aug 1.15
Sep 1.07
Oct 1.09
Nov 1.07
Dec 1.12
Interaction Rate
Jan 2.04
Feb 2.79
Mar 2.69
Apr 2.34
May 2.65
Jun 2.56
Jul 2.17
Aug 2.11
Sep 1.85
Oct 1.66
Nov 1.45
Dec 1.45
Own Posts, Growth
Rate through 2015
Proﬁles with over 10m followers

@quintly
Image
Posts
Video
Posts
Jan 93 2
Feb 88 12
Mar 70 10
Apr 70 10
May 72 11
Jun 66 9
Jul 68 10
Aug 74 11
Sep 74 11
Oct 72 16
Nov 77 15
Dec 69 16
Image
Interactions
Video
Interactions
Jan 407,037 343,069
Feb 502,555 457,959
Mar 519,151 495,295
Apr 512,303 556,023
May 573,685 568,125
Jun 613,654 585,293
Jul 550,502 538,460
Aug 546,603 581,774
Sep 520,504 525,947
Oct 472,476 348,111
Nov 438,051 364,602
Dec 471,676 317,750
Own Posts / Average
Comparison
Proﬁles with over 10m followers

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quint.ly/start_free

Instagram Study 2015

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Instagram Study 2015