To find out the success of brands in attracting followers for visual communication, Instagram was included in the research of the most influential brands in January and Febraury. Unfortunately, the Instagram options of data selection were disappointing and the total number of unique users taking part in brand activities was not provided, thus affecting the results of the Top Most Influential Brands. However, we have prepared the top of the Latvian brands according to the total number of Instagram followers, picture comments and likes in February.
The results show that the communication of several brands in the Instagram environment is especially efficient. According to the number of followers and links, the leaders in February are the brands “Dinamo Rīga” and “Qoo Qoo Fashion”. These brands have shown even better performance in Instagram than in other social networks. The products of these two Brands are different and both brands also use a different communication approach. “Qoo Qoo Fashion” publishes the latest collections and insights in collection making by emphasising the aesthetics of the picture, whereas “Dinamo Rīga” shares live coverage and off-stage photos of games. Some photos have received as many as 600 likes in few minutes. The Instagram accounts of other brands are also worth attention; many of them reveal off-stage activities of brands thus allowing the brand to be studied from a different, more personal angle.
It is important for brands to know that joining Instagram will take as much time and creative resources as joining any other social network. This has to be considered before opening a brand account. However, experience shows that most of the brands we have contacted on this matter are successful in this task and their presence in Instagram is appreciated by their followers. Although there is no official data on the number of Instagram followers in Latvia, it is clear that the popularity of this network is rapidly increasing and Latvian brands will continue to improve their communication this year as well.
Top Most Influential Brands in February:
