For the week of January 18 - January 24, 2016, U.S. brands and properties captured 871 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 25.8 million Instagram actions, from posts of wintry landscapes and Arctic animals, and the NBA (Sports League) with nearly 21 million actions, led by Golden State Warriors' point guard Stephen Curry.
Of the top performing brands, GoPro (Consumer Electronics) saw the highest growth in Instagram actions over the previous week with a 44% increase in likes and comments topped by photos of sunrises and sunsets around the world. Victoria's Secret (Fashion) had the second-highest actions per post behind National Geographic, averaging nearly 294,000 thousand likes and comments per Instagram post published during the week of January 17 - January 24, 2016, and claimed the number three spot in the ranking. Victoria's Secret's Instagram engagement was driven by multiple shots of the brand's Angels enjoying the sun, beach and warm weather.
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 January 24, 2016.