While Twitter-owned Vine is closing down, Facebook-owned Instagram only continues to thrive and now boasts 18m users in Britain alone. And that’s without factoring in the revenue it generates from influential UK brands that have also adopted it. According to Instagram, its British community has grown by 29 per cent in just one year. The most recent milestone before this saw the company reveal it hit half a million advertisers in September, complementing the 500m worldwide users it reached in June. Reflecting on influential UK brands, Instagram highlighted Burberry, which recently launched its My Burberry Black through the app’s Stories feature – an addition that is now used more more than 100m people each day. Elsewhere, Topshop was commended for using Stories to deliver access to exclusive fashion events to its followers, as was Harrods which provides a look at luxury life. Instagram has said that its investment in video has paid off, with influential UK brands and users alike adopting the media. Indeed, time watching video has grown 150 per cent over the past six months. Outside of Instagram’s own research, Iconosquare, a third party analytics platform for the social network, listed Burberry, Primark and Alexander McQueen as the most influential UK brands using the app. Romain Ouzeau, CEO of Iconosquare, told Real Business: “The visual advantages of Instagram makes it the perfect platform for fashion brands to market their business. “Burberry posts up to five times a day, engages with their target audience without conspicuously showcasing their product (i.e. posting a picture of a famous celebrity wearing Burberry at an event will grab the audience’s attention much more effectively) and uses a varied mix of videos, stories and still images. “Up-and-coming fashion labels should take note, as taking advantage of influencers (celebrities/models) is a shortcut into a notoriously competitive industry.” The top ten influential UK brands on Instagram are: (1) Burberry – 7.9m followers (2) Primark – 3.6m followers (3) Alexander McQueen – 3.5m followers (4) Stella McCartney – 3.3m followers (5) Jaguar – 3.2m followers (6) BBC News – 2.8m followers (7) Aston Martin – 2.5m followers (8) Bentley – 2.4m followers (9) Rolls Royce – 2.2m followers (10) Land Rover – 1.8m followers
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