Engagement StrategySocial Media

Socialbakers Report: Instagram Destroys Twitter in Brand Engagement

Instagram Is The King Of Social Engagement ? Earlier this month Instagram revealed it had overtaken Twitter in terms of users: 300 million to Twitter’s 284 million.

Socialbakers compared engagement levels for 25 top brands using Twitter and Instagram and found that the latter significantly outperformed the former, with Instagram generating almost fifty times more engagement on average.

Recommended Read: Why your brand should be on Instagram !

 The study looked at interactions of the top 25 “most engaging” brand profiles globally across both platforms in the quarter to December 9. For Instagram that includes brands like Victoria’s Secret, Adidas, Starbucks and Urban Outfitters. On Twitter, its brands like Playstation, Taco Bell, Nike and Paddy Power.

Socialbakers found that from Sept. 9 through Dec. 9:

  • The average post engagement rate for the 25 most engaging brand profiles was 3.31 percent for Instagram, versus just 0.07 percent for Twitter.
  • Those brand profiles averaged 19,355,774 interactions on Instagram, compared with just 502,102 on Twitter.
  • Total profile actions were also a landslide in favor of Instagram over Twitter, at 483,894,338 and 12,552,549, respectively.

Check out these three charts that compare engagement levels (according to data from Socialbakers Analytics) on Instagram and Twitter. And then go get your brand’s Instagram account set up and optimized.

Instagram vs Twitter in Brand Engagement
Instagram vs Twitter in Brand Engagement


Twitter’s founder Ev Williams might not “give a shit if Instagram has more people looking at pretty pictures,” but he might sit up and take notice when brands start moving their Twitter dollars over to the photo sharing app.

Think Marketing

Knowledge Hub Specialized in Publishing Insights and Analytics Developed for Digital Marketing, Public Relations and Communications Experts.
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