Engagementengagement

Every Instagram user is looking for more engagement on their posts. According to Later, 81% of businesses see engagement rate as the most important metric for success. So what works?

  • —Video

    Video posts receive 2.1x more comments than image posts on average.

  • —Comments

    Instagram comments only make up 1.9% of all engagements.

  • —Video

    Video posts have the highest overall engagement rate (38% higher than image posts).

  • —Hashtags

    Using hashtags does not increase the engagement rate for posts.

#2

Likes on Instagram (by post type)

From our database of more than 110 million posts, one thing is clear: the average Instagram post receives a lot of likes.

On average, video posts receive the highest number of likes. But the median number of likes for image posts is actually higher. This suggests that the most popular video posts may receive a disproportionate number of likes, skewing the average.

The median number of likes is roughly the same for all post types, suggesting that the type of post is not a key factor in generating likes.

Average number of likes per post

  • Image
  • Video
  • Carousel
Engagement_graph_01 1,653 1,213 1,341

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#3

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?

This time, the difference is more stark. Clearly, video posts receive a significantly higher number of comments than other post types - more than double that of image posts (on average).

Average number of comments per post

  • Image
  • Video
  • Carousel
Engagement_graph_02 46 22 29

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#4

Overall engagement rates

The goal for most businesses is to increase overall engagement rate. Overall engagement is just the total number of likes and comments added together.

Again, video has the highest average engagement rate for Instagram posts. But the median engagement rate for each post type is roughly the same, so the high rates for video are potentially inflated by a small number of very popular posts.

Average engagements per post

  • Image
  • Video
  • Carousel
Engagement_graph_03 1,699 1,235 1,370

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Engagement