Twitter co-founder and board member Evan Williams says he doesn't "give a shit if Instagram has more people looking at pretty pictures," but a recent stat might change his mind.
Social-media marketing platform Socialbakers released a report that says the top brands on Instagram are getting nearly 50 times more engagement with their organic content than they are on Twitter. "Engagement" in this study is defined as the sum of all retweets, replies, favorites and likes. Socialbakers conducted the study over past three months.
The stats show that it isn't even close. The top brands on Instagram had an average post engagement rate of 3.31 percent versus a measly 0.07 percent on Twitter.
Put that together with the fact that Instagram now has more monthly active users than Twitter, and we've got a very compelling threat for Twitter's ad dollars.
No matter what Williams and Co. might say about Twitter being more culturally significant than Instagram's "pretty pictures," social-media platforms need marketers to monetize. And when Instagram is posting such encouraging results for brands' organic content, it's a very attractive proposition for marketers to divert their social-media budgets to its platform instead of the text-heavy Twitter.
This article first appeared on The Hub.