Dive Brief: 

• A new report from research firm L2 shows that Instagram has become the favorite for brand posts over Facebook. 
• On average, brands are posting to Instagram 9.3 times a week, up from 7.5 last year, while Facebook has dropped from 11.1 to 8.8 brand posts per week. 
• The study emphasized that brands are turning to Instagram more often because they have a guarantee that posts will end up in users' feeds—something that isn't a guarantee on Facebook unless brands pay to promote them. 

Dive Insight: 

As the study points out, brands are going to post where their content can be seen, but that's not the only factor in the growth of post frequency on the app. Instagram, which is owned by Facebook, has seen a considerable increase in users after hitting 100 million two years ago, and popularity has been exploding ever since. Brands want to jump on the app's success while it's still on the rise.