Savvy publishers are finding success on Instagram with video, a format the social media platform added to its app back in 2013 in a move that seemed revolutionary at the time—and still may prove to be.
According to new data from social media analytics firm NewsWhip, photos are typically still generating higher engagement levels than videos among Instagram users. (NewsWhip counted a “like” or a comment as engagement, which it also called a “content interaction.”)
But engagement numbers for videos posted to top media publisher accounts worldwide increased by 53% year over year in May, surpassing the 46% growth rate seen for photos over the same timeframe.
Some news and media organizations appear to be taking note of video’s appeal among Instagram users, and a select few have been adding such content at a furious pace. Sports Illustrated, for example, posted just eight videos to its Instagram account in May 2016, but upped that figure to 325 this May. ESPN, for its part, more than doubled its number of Instagram videos over the same period.
Sports-focused site Bleacher Report outpaced any other publisher by posting 479 videos on Instagram in May 2017. The Turner Broadcasting System-owned site seems to have figured out a winning formula for driving engagement on the platform. Read the rest at eMarketer.