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Instagram more popular than Facebook among back-to-school shoppers, Expion study finds

By Gregor Cubie |

October 10, 2013 | 2 min read

Instagram's back-to-school content has proven more popular than that of Facebook, a new study by social media solutions firm Expion has found.

The US survey of 771 postings on social media sites by Walgreens, Target and JCPenney found that back-to-school related posts on Instagram gained 37 per cent above the average 'fan action per post', while posts on Facebook fell seven per cent below.

Fan action is the name given to the sum of like and comments on an Instagram post, and likes, shares and comments on a Facebook post.

Quality was also found to be more important than quantity, with Target gaining more than twice as much user reaction on its Facebook posts than Walgreens despite posting less than 70 per cent as often.

The most successful trend among the three retailers was Target's "#GiveWithTarget" hashtag, which gained 61 per cent more traction than the average post and was responsible for 74 per cent of the sites' traffic over the course of the study.

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