This post appears courtesy of University of Massachusetts Dartmouth. The full study can also be found on their website.
Instagram usage increased 13 percent among 2015 Fortune 500 (F500) corporations while blog usage decreased by 10 percent, according to a 2015 University of Massachusetts Dartmouth study.
The University of Massachusetts Dartmouth Center for Marketing Research started its study on social media adoption among the F500 in 2008, and has repeated the study annually since. In 2008, the study was primarily focused on blogging. Now it has expanded to include platforms like Twitter, Facebook and Instagram, in addition to business networking platforms.
The study found that corporate blogging leveled off in 2011, increased in 2012 and 2013, then began its decline in 2014. This shift showed corporations’ movement toward visually rich platforms like Instagram. Instagram’s photo-sharing capabilities help in building companies’ brands and establishing goodwill with audiences.
In addition to Instagram’s visual components, the social media platform is also less labor intensive than blogs.
In 2014, Instagram was used by 101 F500 corporations. Active usage increased to 164 corporations in 2015. The report notes that Walmart, General Motors, General Electric and Ford Motor have active accounts, while Chevron has a protected account.
Instagram surpassing blog usage among F500 corporations confirms that America’s largest companies are reevaluating their social media involvement. The study suggests that smaller companies should consider these changes in communications tools.
This study also found that Twitter is more popular than Facebook, and Glassdoor joined LinkedIn as a popular business tool.
For more in-depth results, please read the 2015 social media adoption study.
Hailey Gerhard is a senior public relations student at the University of Florida and a public relations intern at the Institute for Public Relations. Follow her on Twitter @haileygerhard.