Dive Brief:
- Brands targeting teens posted more often to Instagram than Facebook during the second half of 2015 compared to the same period in 2014, according to benchmarking firm L2.
- With 33% of teens naming Instagram as their favorite social media platform, Gen Z-targeted brands are finding they get more engagement the more they post.
- The top brands on Instagram that have successfully posted more often and seen high engagement figures are Abercrombie, Aeropostale and Urban Outfitters.
Dive Insight:
Facebook may no longer be the best place to be to reach Generation Z.
The younger the target market, the bigger the Instagram presence for many brands. Urban Outfitters, for example, is now concentrating solely on Instagram and Snapchat for promotion.
According to a new report from L2, brands not only started posting more often to Instagram than they did last year, but brands that target teens and tweens are seeing interaction keep pace with post volume.
Examining a representative selection of brands, L2 found that they posted to Instagram 10 times per week and only seven times a week to Facebook. The study further found that retailers targeting teens, such as Abercrombie & Fitch, Aeropostale and Urban Outfitters, increased Instagram post frequency from 2014 to 2015 without any dilution of engagement.
Each of these brands posts multiple times per day, routinely generating 100,000 shares, likes and comments per post. While strategies differ—Aeropostale focuses exclusively on teen lifestyle photography, for example, while Urban Outfitters images link to its shoppable website—Instagram’s curated content is a clear winner for teen retailers.
