Engagement is essentially how many interactions a user has with your content. On Instagram, the most common types of engagement are likes and comments.

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  • —Video

    Permanent video posts received 45.95% more likes than image posts.

  • —Accounts

    The most engaging tagged Instagram accounts are beauty and cosmetic related.

  • —Followers

    52.35% of Instagram followers have less than 1,000 followers.

  • —City

    The most geo-tagged city in the world is Los Angeles, California.


What’s the average engagement rate on Instagram?

The average engagement rate of an Instagram post of any kind in 2020 was 2.26%.

Keep in mind that this number takes into account the posts of super influential users and public figures, which skews the average heavily.

When we consider the median engagement rate, which allows us to adjust for highly influential accounts, this went down to around 0.84%.

Average and median engagement rate on Instagram

  • Average engagement rate


  • Median engagement rate


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Likes on Instagram (by post type)

From our analysis of more than 100 million posts, we observed that the average Instagram post receives 693.3 likes.

Permanent video posts received 90.91% more likes than image posts, and 22.24% more likes than carousel posts.

If we look at the median number of likes instead - it’s closer to 51 - which suggests 50% of users receive less than 51 likes for the average post.

Average number of likes per post

  • Average likes

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Comments on Instagram (by post type)

If different post types receive roughly the same number of likes, do we see the same pattern for comments?

Permanent video posts also ranked the highest in terms of comments, ahead of carousel and image posts. Download full report (59 pages)

Average number of comments per post

  • Average comments

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