When it comes to social media, brands tend to have a fairly firm grasp on how to handle Facebook and Twitter, but Instagram still appears to challenge many companies.
Some brands, like American Express and Burberry, excel on the all-picture site, while other companies fail because they treat the platform like an online catalogue for showcasing their products.
When it comes to Instagram, followers want to see behind-the-scenes images from their favorite companies that they wouldn't normally be able to through traditional media. For example, Burberry, unlike its high-end competitors, uses its account to post cool images of London, where the company is based, along with backstage pictures from photshoots. It posts the occasional merchandise image, but does not flood its account with boring pictures of clothing.
Retailers aren't the only brands excelling on the social media site, though. A select handful of fast food chains, financial institutions, and professional sports teams have also mastered the platform.
We've ranked them according to the number of their followers — these companies are the masters of Instagram.
Intel: 1,206 followers
Account Tagline: "Inspired innovation that's changing the world."
Why it's a great account: While Intel may not have a huge follower-base, its account is filled with creative images of Intel products or ideas, such as this Lego man with an Intel shirt rising "above the bar." Another image shows a robot with an Intel logo on it laying at the bottom of a pool.
Check out the account here. (You need to have an Instagram account to access the link.)
Virgin America: 19,401
Account Tagline: "A Breath of Fresh Airline. Tag your travel pics with #virginamerica so we can follow along on your trips. Tweet us: @VirginAmerica"
Why it's a great account: The images make flights look more like parties than solely methods of transportation. This image shows director Kevin Smith handing out cocktails to a cabin full of passengers. The lighting in the cabin makes it look more like a danceclub than an airplane.
Check out the account here.
Bonobos: 19,413
Account Tagline:"Better fitting men's clothes. Ninja customer service. And we have a pretty good time too. Tag your Bonobos gear & looks with #BonobosNation"
Why it's a great account: Bonobos uses its followers as models. Fans submit images of themselves wearing Bonobos clothing, which the company then promotes on its Instagram account. It use customers as a key element to its social media marketing campaigns.
Check out the account here.
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