Brands' Favorite Social Media Platform Is...

According to data from Yesmail, eMarketer noted that only 23 percent of U.S. brands had an account on Instagram, leaving plenty of room for growth.

In comparison, 80 percent of brands had a Facebook Inc FB account, 82 percent were on Twitter Inc TWTR, 60 percent had a YouTube account and 37 percent had a Google+ account from Google Inc GOOG GOOGL.

"Restaurants were the most likely to be camera-happy, with 31.1 percent of Yesmail clients in that brand category saying they had an Instagram account. Besides appetizing pictures of food, Instagrammers should also expect to see plenty of photos of dream destinations, as hotels landed in a close second [at 30.8 percent]. Retailers and consumer packaged goods brands trailed behind," according to the report.

Instagram will reach 100 million US users by 2018, according to eMarketer estimates, and its audience will rise 21 percent to 77.6 million by the end of 2015.

The data also suggested that overwhelming users with a larger number of posts reduced the engagement rate.

Instagram is part of Facebook Inc, which recently traded at $82.61, up 1.29 percent.