Instagram Engagement Trends | Study

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Instagram Engagement Trends | Study

Average corporate Instagram post engagement spiked in the spring and summer of 2020, then returned to roughly previous levels, according to recent research by Social Insider and Sked Social.

The report is based on data from an analysis of 102,700,573 Instagram carousel, video and image posts shared by 62,895 company profiles between January 2019 and December 2020.

The average engagement rate per post from followers (the number of likes and comments on a post divided by the number of followers on an account, multiplied by 100) for business accounts in 2020 was 2%.

Average carousel, video, and image post engagement peaked in July 2020 and then returned to previous levels.

Accounts with fewer than 10,000 followers and more than 100,000 followers had the highest average engagement (likes and comments) for carousel posts over the period under review.

Accounts with more than 10,000 followers but fewer than 100,000 followers had the highest average engagement for video posting.

Average Instagram engagement rate by profile size

Carousel posts achieved a higher median number of likes than image posts and video posts across all account sizes.

Instagram median number of likes by profile size

Whether carousel or video postings achieved a higher average number of comments varied depending on the account size.

Instagram median number of comments by profile size

About research: The report is based on data from an analysis of 102,700,573 Instagram carousel, video and image posts shared by 62,895 company profiles between January 2019 and December 2020.