For the week of December 21 - December 27, 2015, U.S. brands and properties captured 801 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. The ranking was topped by National Geographic (Media Publisher) with more than 32.5 million Instagram actions and the NBA (Sports League) with nearly 19.4 million actions. National Geographic's top Instagram posts featured content from contributors in locations ranging from small cities, to the Arctic, to capturing animals in their natural habitat. NBA's posts about Kobe Bryant, who will retire at the end of the season, and content celebrating Christmas, captured the most social engagement on Instagram for the sports league.
Of the top performing brands, GoPro (Consumer Electronics), which claimed third place, saw the highest growth in Instagram actions over the previous week with a 61% spike in likes and comments driven by posts honoring 2015 award recipients using #GoProAwards. Victoria's Secret (Fashion) had the second-highest actions per post behind National Geographic, averaging more than 283,000 thousand likes and comments per Instagram post published during the week of December 21 - December 27, 2015. Victoria's Secret's top Instagram posts were images promoting holiday content using #TisTheSecret, and After-Christmas sales, which garnered the most actions for the brand.
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 Instagram followers for each brand as of December 27, 2015.