instagram-report-2017

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3.50 Average no of emojis/post 3.00 3.21 post 2.50 / emojis 2.00 1.97 2.06 2.08 Average no. of 1.50 1.00 0.88 0.89 0.97 1.18 1.75 0.50 - -0 .03 0.23 0.33 0.42 0.61 Vogue Harper’s Bazaar Maxim Esquire Sports Elle Men’s GQ Glamour Marie Illustrated Health Claire InStyle Cosmo Women’s Health Seventeen Allure Emojis add a fun twist to the description and make it look more informal, as if it has been posted by a friend. This tone is perfect for younger audiences: teens and young adults, but they are not the best fit for all brands. Vogue hasn’t used any, Harper’s Bazaar has used very few. Perhaps the reason behind this strategy is that Vogue and Harper’s Bazaar readers are mostly high-class, career-oriented young women, to whom emojis don’t appeal. Emojis: women vs men magazines We’ve also noticed a big difference in how men and women’s magazines are using emojis. Even though it wasn’t a surprise, men’s magazines are using fewer emojis than women’s publications (less than 1/post). There’s also an obvious contrast in the choice of emojis. 40
Most used emojis for Men’s magazines: The camera emoji is, by far, the most used emoji in the post descriptions of men’s magazines. The camera marks the photo or video credits for the original creator of the post, so the emoji is typically followed by a mention. Of course. there were other emojis used as well, but compared to the women’s magazines, there’s no variety. Most used emojis for Women’s publications: Women’s publications are posting a wide range of emojis: emoticons, hearts, food and many others. For example, Marie Claire (@marieclairemag) has posted over 100 different types of emojis between January - April. Full list here: Women and girls do use more emojis in their chats, as well, so women’s magazines have simply adapted their communication style to their target audience. 41
Page 1 and 2: A study on Instagram usage for publ
Page 3 and 4: 01 02 03 Introduction Audience grow
Page 5 and 6: We encountered the need for this ty
Page 7 and 8: Maxim @maximmag With an audience be
Page 9 and 10: Cosmopolitan @cosmopolitan Early 30
Page 11 and 12: Marie Claire @marieclairemag This m
Page 13 and 14: Women’s Health @womenshealthmag T
Page 15 and 16: 14.00% Audience growth (%) Allure 1
Page 17 and 18: Audience growth(%) - Highlights 14.
Page 19 and 20: Most liked photo - women With 309,5
Page 21 and 22: Most commented video - women On the
Page 23 and 24: Most commented photo - men The most
Page 25 and 26: Most commented video - men With a p
Page 27 and 28: POST TYPE 100% 90% 80% 70% 60% 50%
Page 29 and 30: 05 Categories When it comes to cate
Page 31 and 32: The most appreciated category for t
Page 33 and 34: Average no. of posts / day of the w
Page 35 and 36: 07 Instagram stories Instagram Stor
Page 37 and 38: 08 Hashtags and mentions Average nu
Page 39: 09 Emoji usage Emojis have become v
Page 43 and 44: How important is it for online publ
Page 45 and 46: Top left (video): Makeup inspired b
Page 47 and 48: 11 Case studies Use Case - Vogue Fo
Page 49 and 50: Use Case - Sports Illustrated Sport
Page 51 and 52: 12 Conclusions We know it’s been
Page 53: Flipsnack is the No.1 digital flipb

instagram-report-2017

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