From @nikewomen. Instagram screengrab A staggering 31.6 million people follow Nike on Instagram.

According to the Iconosquare index, that's more people than any other brand, including Victoria's Secret. Nike even edges out Rihanna on follower count.

We spoke with two of the most knowledgeable folks in the content-strategy game — Laundry Service CEO Jason Stein, who works with Nike on Instagram strategy, and Huge Inc. digital strategist Tyler Starrine— to understand how Nike became the world's most-grammed brand.