One in four watch brands shrank on Instagram this quarter

600 brands with 90-day follower data. Median growth: 1.72 percent. A quarter of brands grew 0.03 percent or less. 149 brands, 24.8 percent, stood still or lost followers. 119 were outright negative. 47 brands, 7.8 percent, grew ten percent or more.

Trajectory classes across 593 brands: shrinking 28.8 percent, stalling 9.1, steady 34.9, accelerating 27.2.

What it means

Half of all brands grow under 1.7 percent a quarter. That is the distribution, not a problem of individual brands. Most Instagram accounts in this industry are flat and a quarter are falling.