Benchmarks for social ROI are evolving as Instagram hides “likes”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 05, 2020, 2:31 PM UTC

“#tbt” has become the most engaging hashtag, reflecting people’s penchant for nostalgia.

Comments have become more qualitative and stronger on Instagram posts since the platform decided to hide likes. It indicates the benchmark for ROI on Instagram has shifted to more content-focused metrics. The average post for highly influential users accounts for 258 comments.

While images on Instagram get an average median of 106 comments, videos and carousel posts follow with 94 and 84 comments respectively. Although using more than six hashtags can affect the quality of posts, the right hashtags can help increase engagement on posts.

The report states that the most engaging hashtag is #tbt with #makeup, #style and #illustration, all making the top 10 list. The piece suggests that brands work with nano-influencers as they provide higher engagement rates, accessibility and reach to niche audiences.

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