Instagram Engagement

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.

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—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.

Average Instagram engagement rate

We’ve collected average Instagram engagement and engagement rates from all over the world, so you can see how your own following compares. It’s not just vanity metrics like follower counts that are up. Globally, the average engagement rate last year was 5.86%, or 460.06 engagements per post. That’s a pretty staggering jump — more than double last year’s figure of 2.26%!

Average engagement rate and Average engagement

Average engagement rate

5.86%
Average engagement

460.05

Average Instagram engagement rate in the UK and North America

In both North America and the UK, the average engagement rate was slightly lower. In North America, the average engagement rate was 5.21%, or 403.79 engagements per post. In the United Kingdom and Ireland, the average engagement rate was 5.43%, or 370.76 engagements per post.

Average engagement rate vs. Region

Average engagement rate

The best types of posts to get comments on Instagram

Globally, video is the most engaging type of content, bringing in an average of 24.25 comments per post. Carousel posts come in second, but the race is tight. They’re only just behind video, with 23.2 average comments. Image is the lowest performing post type on Instagram with only 14.65 comments on average.

Average comments vs. Post type

Average comments

The best types of posts to get likes on Instagram

Video is again the most engaging type of content, with 1097.95 likes per post. Carousel posts come in second. They are just behind video, with 933.72 likes on average. Image is the lowest performing post type on Instagram, with only 476.15 likes on average.

Average likes vs. Post type

Average likes

The best types of posts to get comments on Instagram in North America

In North America, carousel is the most engaging type of content, bringing in an average of 18.8 comments per post. Video posts come in second. They’re only just behind carousel, with 13.48 average comments. Image is the lowest performing post type on Instagram with only 10.95 comments on average.

Average comments vs. Post type in North America

Average comments

The best types of posts to get likes on Instagram in North America

In North America, carousel is the most engaging type of content, bringing in an average of 589.87 likes per post. Video posts come in second. They’re only just behind carousel, with 413.09 average likes. Image is the lowest performing post type on Instagram with only 284.02 likes on average.

Average likes vs. Post type in North America

Average likes

The best types of posts to get comments on Instagram in the UK

In the UK, carousel is the most engaging type of content, bringing in an average of 19.37 comments per post. Image posts come in second. They’re only just behind carousel, with12.92 average comments. Video is the lowest performing post type on Instagram with only 12.31 comments on average.

Average comments vs Post type in the UK

Average comments

The best types of posts to get likes on Instagram in the UK

In the UK, carousel is again the most engaging type of content, with 534.07 likes per post. Video posts come in second. They are just behind carousel, with 325.61 likes on average. Image is the lowest performing post type on Instagram, with only 274.16 likes on average.

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Average likes vs Post type in the UK

Average likes

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