As the social media channel continues to mature, businesses are realizing they need to connect with users on formats beyond onlinevideoFacebook and in different ways. One of these sites, Facebook-owned Instagram, is readying a release that will allow marketers to buy ads. In the meantime, Trackmaven’s Fortune 500 Instagram report shows that even the biggest marketers are already using this site.

Instagram boasts 150 million unique users. Consumers, as well as businesses, are posting pictures and videos on the site. The video option is fairly new with a time limit of 15 seconds. Nearly 25% of Fortune 500 firms maintain a presence on Instagram, mostly posting pictures on a regular basis.

These marketers tend to post more pictures and videos to the site on Thursdays. Is there a competitive advantage to a Thursday release? Researchers looked at ‘normalized effectiveness’ – the number of follower interactions with these posts and concluded that there is no best day to post in terms of eliciting responses. The same holds true for the time of day that photos are posted. However, researchers detected a correlation between video post times and user engagement. More users watch Instagram videos between 9:00 p.m. and 8:00 a.m. on weeknights than at any other time.

For the most part, users are checking out pictures and videos. Only 3% of visitors actually make a comment. But the average Fortune 500 photo generates over 2,100 likes. Researchers point out that Instagram’s strength may be one of discovery. Users are also engaged by marketer use of hashtags. In this study, attaching 5 hashtags to a photo resulted in the highest number of interactions – 21 per 1,000 users.

To learn more about Instagram Users, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.