It’s not just about how many followers anymore — it’s about whether they actually like your content. Engagement is how we measure that, by tracking whether users interacted with your content, or simply scrolled on by.
What is engagement?
Engagement: the total number of likes and comments on a post.
Engagement rate: engagement, divided by how many followers a user has.
—Average engagement rate
The average engagement rate on Instagram is 5.86%.
—Best type of post
Video posts on Instagram bring in by far the most likes and comments.