The UK and Ireland’s top 50 profiles last year were a mix of brands, comedy pages, sports personalities and media outlets.
A HubSpot-Mention study found that among the 1.3 billion active users on Instagram, the United Kingdom ranked third as the country with the most published posts last year. Engagement among users in the UK and Ireland touched 5.43%, surpassing the global average.
When it comes to the type of content, British and Irish users engaged most with content posted with hashtags related to lockdown and small businesses. The study found that in 2022, Instagram users in the UK as well as globally prefer more local content and profiles.
Among the top ten Instagram accounts, the BBC ranked as the second most popular account for British and Irish users. As for global highlights, video is the most engaging type of content, and the top eight brands on the platform created content around sports, travel, space and nature.
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