For the week of November 23 - November 29, 2015, U.S. brands and properties captured 852 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 33.3 million Instagram actions and the NBA (Sports League) with nearly 20.3 million actions. National Geographic's top Instagram posts featured content from contributors in locations ranging from big cities, to the Arctic, to a small village in Papau New Guinea. NBA posts about the Golden State Warriors' impressive record, Stephen Curry, and those containing #WarriorsStreak captured the most social engagement on Instagram for the sports league.
Victoria's Secret (Fashion) claimed the third spot in the ranking, and also had the second-highest actions per post behind National Geographic, averaging more than 254,000 thousand likes and comments per Instagram post published during the week of November 23 - November 29, 2015. Victoria's Secret's top Instagram posts were images promoting the #VSFashionWeek show on December 8, the Macy's Thanksgiving Parade, and Black Friday sales. Of the top performing brands, American Express (Finance) saw the highest growth in Instagram actions over the previous week with a 97% spike in likes and comments driven by posts using #MemberMoments, which celebrated Thanksgiving and travel perks.
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 November 29, 2015.