Socialinsider and Sked Social recently assessed over 102 million Instagram business posts.
According to their report, Instagram’s overall engagement rate is now on par with 2019’s engagement rate at 2.02 (2021), after an initial surge in engagement in H1 2020, due to the pandemic. Instagram’s carousel posts have the highest reach rates and higher impression rates.
Further, engagement on carousel posts is the highest, particularly for accounts with under 5,000 followers. Captions with fewer than 10 words work best for image posts.
However, images on Instagram have more post savings especially for accounts with more followers. Captions with 30 words or more work better for video posts, while videos themselves boost the median number of comments on larger accounts.
[1 minute read]