For the week of October 26 - November 1, 2015, U.S. brands and properties captured 795 million likes and comments on posts published on Instagram. Powered by Shareablee data, the top brand on Instagram for each respective industry is shown in the ranking below. National Geographic was the top Media Publisher and brand in the ranking with more than 27.5 million Instagram actions, followed by Victoria's Secret (Fashion) with more than 5.2 million actions. The media publisher heavily utilizes user-generated content in its Instagram strategy, promoting its contributing photographers across the globe. Posts featuring beautiful and majestic animals in their natural habitats captured the most social engagement for National Geographic. Victoria's Secret's posts related to the #VSFashionShow and Halloween topped the brand's most socially engaged Instagram posts.
Behind National Geographic, GoPro (Consumer Electronics) came in a close second for highest actions per post, averaging over 236,000 thousand likes and comments per Instagram post published during the week of October 26 - November 1, 2015. Like National Geographic, the consumer electronics brand's Instagram posts were topped by user-generated content featuring animals. Of the top performing brands, the NBA saw the highest growth in Instagram actions over the previous week with a 328% spike in likes and comments from posts which celebrated the start of the 2015-2016 season on October 27th and featured top players.
i Total actions include all post-level likes and comments.
ii Total content includes all posts published by each brand across Instagram.
iii Actions per post is a calculation of the average number of post-level actions received, every time content is published.
iv Total followers includes the number of Twitter followers for each brand as of November 1, 2015.