Instagram’s demise has been greatly exaggerated

Back in December Instagram changed its terms and conditions, angering users who were worried about their pictures being sold without their consent and contributing to a string of events that led to the site losing 20 million users.

Just days before the miscalculated T&Cs announcement, the Facebook-owned site had disabled its Twitter card integration, meaning it would no longer display images properly on Twitter. This, it claimed, was because it wanted users to view pictures on a new Instagram website, specifically built for the task.

By Christmas an online backlash led to the site losing half its active users. Numbers fell from 40 million to 17 million and The Wall wondered if this signalled for the once all conquering photo app?

What’s clear is that you can’t keep a good photo-sharing site down and now Instagram is proving to be better off without the mircoblogging site in its corner.

A report by Simply Measured has looked into the adoption of the social network by Interbrand’s Top 100 brands, including MTV, Starbucks and Adidas — we reported last year how half the world’s top brand’s were now using Instagram.

The report found that while Facebook and Twitter adoption rates stayed around 100% last quarter, pickup for Instagram, and Pinterest, is growing fast.

The report revealed 26% of the top brands now have more than 10,000 followers on Instagram, up from 20% quarter over quarter. On top of this they’ve increased their consumer engagement on the site by 35% in the same period and the average top-brand photo now receives more than 4,800 likes, comments, Tweets, and Facebook shares.

As many as 98% of Instagram photos from top brands are now shared on Facebook and there has been a 30% increase in engagements per photo, quarter over quarter.

59% of brands now manage accounts that reach 90 million active Instagram users and 41% post at least one photo per week, up from 34% last quarter.

Good news for Facebook, which reported that revenues climbed 40% in the fourth quarter, and announced that mobile revenues had doubled and mobile users now exceeding desktops.

Read Simply Measured’s full report here.