Brands see engagement rise on Instagram

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2021, 1:07 AM UTC

Social Insider and Sked Social analysed a wide variety of Instagram carousel, image and video posts of businesses between January 2019 and December 2020.

The average engagement levels on business posts increased in the spring and summer of 2020, then dropped down to nearly to earlier levels, according to the report. In 2020, business accounts on Instagram had an average engagement rate of 2% per post from followers.

Accounts with fewer than 10,000 followers and more than 100,000 followers had the highest average engagement on carousel posts. However, the highest average engagement on video posts was seen on accounts with 10,000 to 100,000 followers.

In comparison to image and video posts, carousel posts earned higher median numbers across all account sizes. Furthermore, accounts with over 100,000 followers had the highest median number of likes on carousel posts, 2.952 million.

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