Instagram Intelligence Report

Defying Gravity

Facebook’s News Feed algorithm restricts the organic reach of content on the
platform, and is particularly punishing for brands with large followings (500K+).5 In
contrast, Instagram communities defy gravity, with no negative correlation between
a brand’s follower count and engagement rate. Whereas traditional “win” metrics
on Facebook backfired, spurring brands to build enormous communities that
later diminished platform ROI, brands on Instagram have a window of opportunity
in which first movers are printing equity. Shrewd marketers will focus resources
on testing high-quality content types, versus acquiring followers, conscious of
Facebook’s demonstrated willingness to erect a paywall between brands and their
communities…overnight.