The Women’s Marches that took place in cities across the world on Saturday dominated almost every social media platform, but one platform in particular stood out: Instagram. The photo-heavy social media site accounted for 47% of the hashtag mentions related to the marches—far higher than any other platform, according to new data from analytics firm Digimind. Facebook was next in line with 28% of the mentions, followed by Twitter with 18%.
Digimind analyzed the most popular Women’s March hashtags between January 16 and January 22, a dataset comprising 72,000 posts. #WomensMarch was the top hashtag, followed by #MeToo, #TimesUp, and #PowertothePolls, according to the data. Instagram’s prowess is understandable given its emphasis on visual posts and the fact that sharing pictures of signs from the marches is becoming a ritual in its own right.
The gender breakdown of the mentions was about even, with women sharing 51% of the posts and men 49%. But men edged out in the top hashtag—#WomensMarch—with 51% of posts mentioning that hashtag shared by men. Meanwhile, the vast majority of posts with that hashtag were in favor of the march, with 72% showing a positive sentiment, 9% showing a negative sentiment, and 19% remaining neutral.