Instagram's high visual factor contributes to a much higher rate of consumer engagement than other social networks such as Facebook, according to research by the L2 Think Tank. Other visually oriented social networks such as Vine and Pinterest also score higher. But in general, "for all the mindshare that it occupies, social media ultimately drives very little e-commerce, less than 0.25%, and site traffic, less than 3%, for prestige brands," said L2's Danielle Bailey.

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