--- description: Brand content engagement is soaring. title: Here’s Why Consumers Can’t Get Enough of Brand Content image: https://static.time.com/v3/assets/bltea6093859af6183b/blt8fa5048bd5884050/698857ea0b72e31b8b6e49cf/121204084202-t-shutterfly-instagram-00004107-monster2.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close # Here’s Why Consumers Can’t Get Enough of Brand Content by [Claire Groden / Fortune](/author/fortune/) ## Claire Groden / Fortune Update your preferences in [Account Settings](/account/preferences/) Close Jun 23, 2015 3:15 PM CUT  by [Claire Groden / Fortune](/author/fortune/) ## Claire Groden / Fortune Update your preferences in [Account Settings](/account/preferences/) Close Jun 23, 2015 3:15 PM CUT Advertisers have something to celebrate: people are clicking on brand content so much that the rate of engagement is growing faster than brands are putting out new content. According to new data from the firm [Shareablee](http://adage.com/article/digital/engagement-brand-content-soared-52-quarter/299131/ "undefined"), in the first quarter of 2015 people engaged with brand content in the U.S. 52% more frequently than during the same time period last year. Instagram is the largest driver of consumer engagement, with “consumer actions” — meaning likes, favorites, retweets, etc. — rising 108%. The level of engagement on Instagram far outpaces the engagement seen on Twitter and Facebook. Posts per brand increased by 21% on Instagram, the data show. Sports and media brands are most popular on social media. In fact, the report found that just 25 brands —including Victoria’s Secret, Urban Outfitters, Buzzfeed, NFL, and the most popular, National Geographic — make up 12% of all brand engagement. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3931974/social-media-brand-content/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3931974/social-media-brand-content/"},"headline":"Here’s Why Consumers Can’t Get Enough of Brand Content","datePublished":"2015-06-23T15:15:32.000Z","dateModified":"2026-04-13T08:05:48.824Z","description":"Instagram is by far the leader","url":"https://time.com/3931974/social-media-brand-content/","keywords":["Tech","facebook","twitter","Instagram","Victoria's Secret","pubdesk"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt8fa5048bd5884050/698857ea0b72e31b8b6e49cf/121204084202-t-shutterfly-instagram-00004107-monster2.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Claire Groden / Fortune"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt8fa5048bd5884050/698857ea0b72e31b8b6e49cf/121204084202-t-shutterfly-instagram-00004107-monster2.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"121204084202-t-shutterfly-instagram-00004107-monster2","caption":"","creditText":"","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3931974/social-media-brand-content/","name":"Here’s Why Consumers Can’t Get Enough of Brand Content"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"TIME Tech Review: FitBit Surge","description":"Time's Deputy Tech Editor, Alex Fitzpatrick, reviews the FitBit's new wearable, Surge","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/6EmaVmsb/poster.jpg?width=720","uploadDate":"2015-02-04T20:02:16.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/6EmaVmsb.m3u8","embedUrl":"https://time.com/3931974/social-media-brand-content/","duration":"PT1M12S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3931974/social-media-brand-content/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```