The overarching goal for 2017 was not only to build our brand awareness, but to also celebrate the world of design and our unique contribution to it. We wanted to inspire, inform, and differentiate our Instagram feed by emphasizing the strength of our community and the creativity that stems from members in our locations around the globe. We also wanted to grow our following by 100% to reach a broader and more engaged audience.
We successfully increased our follower growth by 129% in 2017, which allowed us to tap into communities around the world and has encouraged our followers to tell us their stories through UGC. By achieving our growth goal, our average engagement rate has also increased to 1.4% from 1.9%.
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