Instagram’s average engagement dropped

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2021, 1:53 PM UTC

Mention and Hubspot’s recent analysis of public Instagram posts found that, beauty and cosmetic industry were most-engaged account types. 

Despite people being locked at home amid the pandemic, overall engagement rates on Instagram decreased last year, compared to 2019, as per the report. In 2020, the average engagement rate for any type of post fell from 2.26% to 1.42%.

Carousel posts had the highest engagement rates, with an average of 62 likes and 5 comments, outperforming single-image and video posts. Longer captions with a range of 1,000 to 2,000 characters drew the most attention. 53.6% of Instagram profiles, however, had less than 1,000 followers.

Posts with geotagged locations received the most engagement, with Beverly Hills, California, ranking top among 50 cities worldwide. 60% percent of the top 50 profile list’s most influential accounts were female, while 40% were male.

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