In this study we analyzed 180,000 Facebook, Twitter and Instagram profiles during 2015. This allows us to find out how brands are using social media and how their community interacts with them.

1. Social Media
Benchmark Study 2015
quintly analyzed over 180,000 social media
profiles of different sizes during the full year of 2015

2. This study, conducted by quintly, a social media analytics provider, analyzed
over 180,000 profiles for Facebook, Instagram, and Twitter. The numbers will
give insights into specific details of usage and strategy of these channels.
Presented in clusters of key performance metrics, this study will serve as a
benchmarking reference to any digital marketer to compare between their
own performance and the global averages delivered by quintly.

3. 0,95
1,05
1,15
1,25
Instagram profiles growing fastest
Follower growth decreasing during 2015, Facebook and Twitter stable
Marketers are investing more on social media as the
amount of fan / followers throughout the social
networks reflect if the strategy is working or requires
adjustments.
Facebook and Twitter have been more or less
constant throughout the year except March. The
removal of inactive accounts in Facebook could be
the most probable reason behind that.
Chart: Monthly Follower / Fan Growth Rate of
analyzed profiles during 2015
Data Source: quintly analyzed over 180k Facebook, Twitter, and
Instagram profiles. Data Period: Jan-Dec 2015
25%
15%
5%

4. With these insights marketers are able to benchmark
the own performance with the average of a specific
page size.
It would be worth to have closer look at Instagram
where larger profiles grew significantly faster
compared to Facebook and Twitter.
Table: The total fan change (in percent) in the
different sized profile groups.
Data Source: quintly analyzed over 180k Facebook, Twitter, and
Instagram profiles. Data Period: Jan-Dec 2015
Small profiles gaining followers fast
Biggest Instagram profiles almost doubled followers during 2015
Profile Size
1-1k Fans 6.90 % 14.33 % 29.18 %
1k-10k Fans 4.34 % 9.31 % 28.72 %
10k-100k Fans 3.75 % 7.19 % 20.96 %
100k-1m Fans 2.36 % 5.66 % 5.36 %
1m-10m Fans 1.90 % -1.18 % 28.74 %
10m+ Fans -5.80 % 6.69 % 72.79 %

5. Find out how your page
is performing!
Try quintly for free: quint.ly/start_free

6. Businesses increased their number of posts
on Facebook and Instagram during 2015. As
seen in the line chart Facebook grew stronger.
Due to fast timelines there is a high degree of
automation on Twitter, so the significantly
higher number is no big surprise.
Chart: Daily posts per network on Facebook,
Twitter, and Instagram.
Data Source: quintly analyzed over 180k Facebook, Twitter,
and Instagram profiles. Data Period: Jan-Dec 2015
Daily posts on Facebook increased by 36%
Instagram posts increased just by 14% and tweets decreased by 2%
0
1
2
3
4
5
6

7. Instagram is showing the highest interaction
rates and is far ahead of Facebook and Twitter.
The declining graph visualizes that Instagram
gets mature.
Looking at the already saturated networks
Facebook and Twitter, both Interaction Rates are
slightly decreasing.
Chart: Interaction Rate in Facebook, Twitter,
and Instagram.
Data Source: quintly analyzed over 180k Facebook, Twitter,
and Instagram profiles. Data Period: Jan-Dec 2015
Interaction Rate highest on Instagram but decreasing
Instagram gets mature, Facebook and Twitter declining slightly
0
0,5
1
1,5
2
2,5
3
3,5
4

8. All three networks show the highest Interaction
Rates for the smallest profile size.
However, contrary to Facebook, the interaction
rate is again higher for the two largest clusters.
It is clearly visible that Instagram remains the
king of interaction among the three social
networks.
Bar Chart: Interaction Rate by profile size for
all three networks.
Data Source: quintly analyzed over 180k Facebook, Twitter,
and Instagram profiles. Data Period: Jan-Dec 2015
Instagram is leading with highest Interaction Rate
For the smallest profile size, Instagram is in frontline
0 1 2 3 4 5 6 7 8
1-1k
1k-10k
10k-100k
100k-1m
1m-10m
10m+

9. Find out how your page
is performing!
Try quintly for free: quint.ly/start_free

10. Profile Size
1-1k Fans 0.25 1.24 0.31
1k-10k Fans 0.70 2.43 0.74
10k-100k Fans 1.61 5.20 1.50
100k-1m Fans 4.10 12.33 2.27
1m-10m Fans 7.93 22.25 2.76
10m+ Fans 5.89 9.31 2.85
APPENDIX 01
Average Daily Posts
Data Source:
quintly analyzed over
180k Facebook, Twitter
and Instagram profiles.
Data Period:
Jan-Dec 2015

11. Profile Size
1-1k Fans 1.54 0.18 7.01
1k-10k Fans 0.72 0.09 3.01
10k-100k Fans 0.38 0.04 2.18
100k-1m Fans 0.21 0.02 1.85
1m-10m Fans 0.15 0.01 2.26
10m+ Fans 0.12 0.02 2.15
Data Source:
quintly analyzed over
180k Facebook, Twitter
and Instagram profiles.
Data Period:
Jan-Dec 2015
APPENDIX 02
Interaction Rate By Clusters

12. Find out how your page
is performing!
Try quintly for free: quint.ly/start_free