Some brands, like American Express and Burberry, excel on the all-picture site, while other companies fail because they treat the platform like an online catalogue for showcasing their products.
When it comes to Instagram, followers want to see behind-the-scenes images from their favorite companies that they wouldn't normally be able to through traditional media. For example, Burberry, unlike its high-end competitors, uses its account to post cool images of London, where the company is based, along with backstage pictures from photshoots. It posts the occasional merchandise image, but does not flood its account with boring pictures of clothing.
Retailers aren't the only brands excelling on the social media site, though. A select handful of fast food chains, financial institutions, and professional sports teams have also mastered the platform.
We've ranked them according to the number of their followers — these companies are the masters of Instagram.