Codec CannesLions2016 Report .pdf

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June 2016

hashtags are dead
Increase Instagram engagement without spamming hashtags
A guide to more interesting images @ Cannes Lions 2016

STARTUP ACADEMY

Codec
Shropshire House
2-10 Capper Street
London WC1E 6JA

+44 7802 726 369
info@codec.ai

Cannes Lions 2016

Take more interesting photos
To get noticed at Cannes you have to capture the
imagination of the world’s most creative people.

#canneslions

On Instagram, that means posting visually interesting
images that we care about, not spamming to a bunch
of #tags and hoping for the best.
This report is produced by Codec’s machine learning platform
that analysed the visual features and engagement of millions
of posts from the Cannes Lions since 2013.

is the most popular
#tag but these posts
are not well engaged

-9.5%
engagement vs global
Instagram benchmark

Our platform found 8 types of posts. Here’s what works.

s

best performer

someone-u-know

now
someone-u-k

•••

+185%*

•••

Play to the Riviera

+631%*

Show people where you are, it's an amazing
place and people are jealous.
someone-u-know

•••

912 likes

Images that show you are having a great time
on the Côte d'Azur perform best. Show us
boats, palm trees, the beach and anything
French Riviera.

+821%*

+105%

1462 likes

Overall engagement vs
global Instagram benchmark

*vs global Instagram engagement benchmark
832 likes

s

er
worst perform

now
someone-u-k

someone-u-know

-93%

•••

-94%*

•••

*

someone-u-know

114 likes

Event + ceremony shots
taken at night
Images taken at evening events like concerts or
award ceremonies do terribly!
•••

Poor lighting, flash and noise are common. Often
groups of people huddle around an experience
that the viewer can’t realte to.

-107%*

-45%

12 likes
*vs global Instagram engagement average
17 likes

Codec

Overall engagement vs
global Instagram benchmark

Cannes Lions 2016

s

best performer

now
someone-u-k

someone-u-know

•••

•••

Fun with friends

+266%

+171%

*

*

Cannes is about meeting old and new friends
over a glass of rosé.
•••

someone-u-know

Images of people outside in the sun having fun
perform well. Key visuals are groups, smiles and
the idea that everyone else is missing out.

386 likes

209%*

+15%

156 likes
*vs global Instagram engagement average

s

best performer

now
someone-u-k

Overall engagement vs
global Instagram benchmark

24 likes

someone-u-know

•••

+117%*

•••

+118%*

Cannes Lions icons
someone-u-know

•••

Call out to the imagery of the Lions in an
interesting and creative way. These posts tell
people where you are but feel more genuine
than simply spamming the Cannes logo.

93 likes

+62%*

+13%

Overall engagement vs
global Instagram benchmark

46 likes
*vs global Instagram engagement average
1873 likes

s
best performer
now
someone-u-k

•••

w
-u-kno
someone

+78%*

•••

Summertime
someone-u-know

•••

Images that sum up having a great time at the
beach. Palm trees, sand, boats, the ocean...
These images are more general than Rivieraspecific posts but still do well

es
386 lik

74%*
43%*

+1%

17 likes
*vs global Instagram engagement average
56 likes

Codec

Overall engagement vs
global Instagram benchmark

Cannes Lions 2016

s

er
worst perform

now
someone-u-k

someone-u-know

•••

•••

-70%*

Spam and throwbacks

#tbt
#canneslions2013

Generic spam posts don’t do well.
•••

someone-u-know

-63%*

#takemebackto
#canneslions

#cannestrafficjams
#TBT

Stay away from #tbt, #f4f, #selfie, #nofilter

386 likes

-42%

-84%*

Overall engagement vs
global Instagram benchmark

6 likes
*vs global Instagram engagement average

ers
worst perform
now
someone-u-k

39 likes

•••

w
-u-kno
someone
•••

-89%*

Lots of text
Visually confusing posts with lots of text are
terrible.

someone-u-know

-90%*

•••

es
386 lik

-50%

-94%*

2 likes

Trying to communicate a complicated message
with text and graphics on Instagram is a
disaster. Just put up some posters.

Overall engagement vs
global Instagram benchmark

*vs global Instagram engagement average
43 likes

s

er
worst perform

now
someone-u-k

someone-u-know

•••

•••

Graphics and logos

-68%*

-91%

*
someone-u-know

•••

Abstract graphics with lots of text and logos,
including screenshots of web pages, are the
worst.
Normally a call to action for an event but
absolutely no one cares.

386 likes

-81%*

-54%

386 likes
*vs global Instagram engagement average
386 likes

Codec

Overall engagement vs
global Instagram benchmark

Actionable insight behind the content your audience loves
Codec is artficial intelligence for content marketing and creative decisions. Before you spend
big on content, Codec provides real-time intelligence to inspire and optimise creative and
planning decisions.

Codec was selected in the Cannes Lions + R/GA Startup Academy and
The Unilever Foundry 50. We would love to see you there.

STARTUP ACADEMY

Find out more at www.codec.ai

Codec
Shropshire House
2-10 Capper Street
London WC1E 6JA

+44 7802 726 369
info@codec.ai

info@codec.ai


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