You’ve seen this Rich Kids Of Instagram website, right? The Tumblr blog that aggregates Instagram photos from the site’s most annoyingly wealthy young globe-trotters? It’s pretty spot-on, as Instagram is of course one of the top mobile apps in general, but it especially appeals to those blessed with disposable income to spend on some of the things are so often photographed and shared in Instagram’s sepia tones — cappuccinos, fancy desserts, designer shoes, cocktails, exotic vacation destinations, and the like.
So it’s not too surprising that more and more brands are signing up to be there, too. A handy new study out of a company called Simply Measured found that now 40 percent of the brands in the Interbrand 100 are on Instagram. And the brands that cater to the “rich kid” demographic are really taking to the service: Burberry, Tiffany & Co. Hermès, Gucci, and Armani are getting some solid engagement.
Here’s a good table from the study that represents the brand activity:
Instagram has a ways to go before it gets to Twitter and Facebook levels of brand attention — both services have more than 90 percent of the Interbrand 100 — but it’s not a bad start for a two year old mobile-only app.
It’s also kind of interesting to see what the most popular filters have been for these brands. Looks like Earlybird doesn’t get much love:
It’ll be interesting to see whether Instagram will start catering more to these brands in the months ahead, in the way that Facebook and Twitter have. After it’s fully absorbed into Facebook and some integration starts to take place, it may make sense as part of Facebook’s mobile monetization push to make Instagram even more deliberately brand friendly — in a way that doesn’t alienate its clearly valuable consumer user base.