Instagram Engagement Fee Benchmarks Report

INSTAGRAM ENGAGEMENT RATE BENCHMARKS is our first annual report centered on the world of Instagram likes and feedback, offering you with the insights it is advisable to gasoline your technique for the yr forward.

The 2019 outcomes have landed! We analyzed knowledge from over 174,568 Instagram posts, and over 400 industries to provide you the hottest Instagram benchmarks on the web proper now.

Take a look at what we realized this yr under.

Don’t need to learn the entire report? Skip to the RESULTS part to see what the typical engagement charge on Instagram is in 2019.



Desk of Contents


Temporary Historical past of Instagram Engagement Charges

Methodology; or, How I Bought This Knowledge


Different Helpful Instagram Engagement Stats

The Huge Thriller: Why is Instagram Engagement Dropping in 2019?

The Shadowban is Faux Information

What to Do if Your Engagement Out of the blue Drops in 2019

How one can Get Extra Engagement in 2019



A Temporary Historical past of Instagram Engagement Charges

Bear in mind March 2016?

Most likely not.

I keep in mind it as a result of it was after I left my soft job at Groupon to start out Jumper Media. I had no concept what it might flip into, however that’s a narrative for a distinct day.

As we speak we’re going to speak about Instagram engagement, and what’s occurred between March 2016, and March 2019.

Spoiler Alert: Common engagement on Instagram has tanked over the previous three years.


Even if you happen to do keep in mind March 2016, I do know you don’t keep in mind what the typical engagement charge on Instagram was in March 2016.

I keep in mind as a result of I used to be hustling on the streets of San Francisco making an attempt to persuade enterprise house owners in North Seaside, The Marina, and The Mission to take an opportunity on me, and on Instagram—with my two intrepid cofounders.

We thought Instagram could be the subsequent social frontier for enterprise, as a result of:

all my pals stopped posting on Fb, and…

Fb natural attain was tanking.

Instagram was the other:

All my pals had been posting meals pics every day, and extra importantly for this text…

Common engagement on Instagram was 4.3% — 10 occasions Fb!

I’d inform any enterprise proprietor I’d meet:

“So 1 Instagram follower is price 10x greater than a Fb Fan.”

And the companies that signed up with us early, grew their Instagram accounts shortly and leveraged that to develop their companies too.

Since then Jumper has gone from 3 co-founders in San Francisco to 50+ fantastic staff in San Diego. Our “pitch” has modified quite a bit since then, however not too long ago I discovered myself questioning…

What’s the common engagement charge on Instagram proper now?

I do know it’s gone down A LOT however by how a lot?

Is it nonetheless means higher than Fb? Twitter?

I wasn’t the one one asking both. In our workplace right here in San Diego, we assist over 3,000 companies with their Instagram accounts. And I wager we fielded greater than 30,000 questions on Instagram engagement, from our purchasers and our weblog viewers.

“Why the heck don’t I get as many likes as I did 6 months in the past?!”

(Truly, everyone seems to be means politer than that, however you get the image.)

Individuals actually, actually care about their Instagram likes. Like, actually, actually care. In actual fact, when requested to decide on one, and just one Instagram metric to concentrate on, 44% of entrepreneurs report that it’s engagement (likes & feedback) that they prioritize. (supply)

And when people don’t get the likes they’re used to, for some purpose (in my expertise) they blame themselves. Although engagement goes down throughout the board, folks suppose that there’s one thing unsuitable with their account, their hashtags technique, or it’s the mysterious “shadowban.” (Extra on that later.)

The issue is, there’s a whole lot of deceptive details about common Instagram engagement charges on the market.

In actual fact, there’s nearly no up-to-date information!

Once you google “what’s a superb engagement charge on Instagram” and different variations, you’re taken to outdated articles from years in the past that no one bothered to replace.

Even Google’s featured snippet field is totally, 100% outdated!


I knew this anecdotally as a result of it’s kinda my job, however nobody else does.  They suppose it’s their fault, and that’s terrible!

Individuals on our crew have requested me in all probability 10 occasions to jot down an article on Instagram engagement that is updated, however I used to be at all times hesitant as a result of there was no updated data!

Lastly, I made a decision to take issues into my very own arms, and fee my very own research. In our first ever 2019 Instagram Engagement Benchmarks, we collected knowledge from 174,568 Instagram posts to offer an in depth, up-to-date take a look at the present state of the platform.

Right here’s precisely what we did:

Or, be happy to skip forward to the RESULTS sections if you happen to can’t stand the anticipation.


How I Bought This Knowledge / Methodology

Gathering knowledge on 174,568 Instagram posts would take a very long time. I thought of doing it myself however then I noticed if it took me 30 seconds a put up, I’d be doing this for the subsequent 50 days with no sleep.

So I went on Upwork and wrote this job posting:

It seems some individuals are quite a bit higher than I’m at gathering huge quantities of Instagram knowledge.

Fairly quickly I obtained a spreadsheet that seemed quite a bit like this one:

Lastly, I had the means at my disposal to determine a mean engagement charge on Instagram!


Earlier than we dive into the outcomes, it’s best to know a number of issues about me and this report.

First, I’m not a statistician, and this isn’t a scientific journal. Please don’t take my findings because the Gospel fact. Solely Instagram actually is aware of the precise numbers and figures of their platform.

All of those information will make my findings totally different than the subsequent poor sap who tries this:

  • My Upwork buddy collected knowledge from 10,000 enterprise accounts
  • All accounts are from the USA and Canada.
  • From every account, he took a mean of their final 20 posts.
  • We didn’t embody accounts with lower than 100 followers, as a result of I didn’t suppose these ought to depend. (Plenty of outliers and deserted accounts)
  • The info was collected on the finish of January 2019.

Excel crashed my pc a number of occasions, however right here’s what I discovered.


Outcomes/Findings from Our Examine on 2019 Instagram Engagement Charges

What’s the typical engagement charge on Instagram in 2019?

The Common Engagement Fee on Instagram is 1.2%

It has dropped by greater than 50% previously yr. (supply)

The excellent news is that Instagram is just about accomplished filling up the feed with advertisements (in industry-speak, advert load is at full capability). So we shouldn’t anticipate engagement to drop an excessive amount of under 1%.

Different excellent news? 1% engagement continues to be miles forward of Fb. (supply)

And lightweight years higher than Twitter.


Athletes, Comedians, and Actual Property are among the Greatest Industries on Instagram with regards to engagement.

To be sincere I in all probability didn’t have a big sufficient knowledge set to definitively say if one {industry} is actually #1, however nonetheless, you’ll be able to nonetheless select a number of insights from this pseudo-scientific record.

First off what I seen is that the best-performing industries are by and huge those dominated by private accounts. Athletes, Comedians, and Actual Property brokers are all actual human beings, which is whom others like to have interaction with on Instagram.

In case you’re a model, that doesn’t imply it’s best to surrender, it simply means it’s best to take into consideration humanize your footage and captions to sound extra like….properly…you!


The Variety of Followers was not Correlated with Common Engagement In any way.

Okay, this one was just a little unusual, too. Frequent sense (and customary web information) means that the extra followers you might have, the much less engagement you get. We couldn’t show or disprove that in our outcomes.

Individuals suppose that as a result of 1) it makes logical sense. My mother likes all my Instagram posts, my like 10-20 closest pals like most of them, after which from there it’s fairly random.  The extra followers you might have, the extra random it’s.

This contradicts different research like this one from September 2017.

This was shocking, so I requested my sensible buddy Colton why he thought this is likely to be.  He instructed me:

  1. You solely collected knowledge from Enterprise Instagram Accounts. (not like different research)
  2. You didn’t embody accounts with lower than 100 followers. (not like different research)
  3. The Instagram Discover web page is extra well-liked than ever. So when posts go viral, they go viral in an enormous huge means. (see the Instagram Egg)

I feel that each one of those causes are literally in all probability true and that the distinction in engagement in numerous dimension accounts has in all probability decreased.

Nevertheless, I’m going to go together with my intestine on this one and say that my numbers don’t precisely signify the reality of what one ought to anticipate as an Instagram marketer/influencer.

The extra followers you might have, the much less engaged they are going to be.

It simply is sensible. Extra followers = extra random individuals who received’t have interaction with you as a result of they don’t know you.

Except you’re @world_record_egg.


Different Helpful Instagram Engagement Stats for 2019

In case you’ve been studying from the start, you already know that I feel many of the information on the market on “Instagram Stats” is outdated and deceptive.

These little findings from different current research are a number of exceptions:


Story Attain Fee is Between 4% and 12% (Supply)



Attain is Nonetheless Higher on Posts than On Tales (Supply)

This shocked me at first. If it surprises you too, I feel I do know why…

In case you recurrently take a look at your Tales stats you’re looking at viewers, not likers. It’s important to dig deep into the Instagram Insights (stats for enterprise pages) to take a look at your put up attain.


Movies are Extra Participating than Carousels, and Carousels are Extra Participating than Photos






We make killer movies for superior manufacturers

that price means lower than you’d suppose.


Right here is our reel.


Weekends are Higher for Engagement



Extra Tags Equals Extra Likes



The Huge Thriller: Why Is Engagement Dropping on Instagram in 2019?


Engagement is dropping on Instagram as a result of natural attain is dropping. Much less natural attain means fewer eyeballs. Fewer eyeballs imply fewer likes, which suggests much less engagement.

So why is natural attain in freefall?

Truly, it’s not a thriller in any respect.  There are two foremost causes: 1) Advert Load, and a pair of) Instagram Tales.


1) Advert Load has elevated

Extra advertisements = much less non-ads. That is the #1 purpose why Instagram natural attain is dropping, and it’s open, public data.

Instagram is owned by Fb. Fb is a enterprise that makes cash promoting advertisements. So as to make more cash (maximize shareholder income), the corporate tries to stuff extra advertisements in every single place it will possibly. Currently, that has been on the Instagram feed.

The identical factor occurred with Fb engagement from 2012 to 2014.

The chart under reveals the natural attain per fan for Fb pages from 2012 to 2014.

The corporate has talked about “Advert Load” on its earnings requires years now. Through the firm’s Q1 2017 earnings name, CFO David Wehner instructed analysts that income development would sluggish considerably as a result of advert load on the Fb information feeds had been at full capability.

It appears that evidently in Q1 2019 advert load on the Instagram feed is at our close to full capability, which is nice information on your natural attain. It’s in all probability not going to proceed taking place at such a speedy clip.

Advert load on Instagram Tales, nevertheless, isn’t at full capability. That is an fascinating alternative for entrepreneurs who can work out monetize the brand new advert format earlier than the competitors.

Talking of IG Tales, they’re the second purpose why natural attain has tanked on Instagram.


2) Everyone seems to be Watching Tales!

Instagram now has over 1 billion month-to-month energetic customers, and they’re all watching tales!

Nicely, not all of them….

As of January 2019, 500 million folks watch Tales each single day. (supply)

That’s half of all Instagrammers watching tales each single day. 50 PERCENT!

That quantity has gone up huge time over the previous few years. In June 2018 it was 40%, and in early 2017 it was solely 20%.

Whereas Tales utilization has gone up like loopy, general Instagram utilization on a per person foundation has not. Translation: the eyeballs you used to get in your feed posts are actually watching Tales.

So what are you gonna do about it?

IF you’re sensible you’re gonna concentrate on creating superior tales, and fear about your Story views greater than your put up likes.


The Shadowban is Faux Information


In 2017, impulsively folks realized that a few of their posts weren’t exhibiting up on the hashtags they had been utilizing, and somebody someplace got here up with a believable sounding principle: Instagram is punishing my account for dangerous habits, and since they need me to purchase advertisements.

The one downside with this principle is that it’s fully unfaithful.

Instagram has publicly mentioned time and time once more that the shadowban isn’t and by no means was a factor. Schedugram seemed into the info and confirmed that the shadowban is pretend information.

However the legend nonetheless lives on. Identical to some folks consider the earth is flat, some folks consider that Instagram is out to get them and is prepared to deceive the media about it again and again.

Right here’s precisely what Instagram instructed Techcrunch in regards to the Shadowban:

“Instagram doesn’t downrank customers for posting too steadily or for different particular behaviors, however it may swap in different content material in between somebody’s in the event that they rapid-fire separate posts.

Instagram doesn’t give additional feed presence to non-public accounts or enterprise accounts, so switching received’t assist your attain. Shadowbanning isn’t an actual factor, and Instagram says it doesn’t conceal folks’s content material for posting too many hashtags or taking different actions.”

“Okay, smarty pants, however why aren’t my posts exhibiting up on #dropitlikeitsscott?” – Scott

Scott, I actually don’t know man. No person is aware of besides Instagram, and I’d wager that no one at Instagram is aware of both.

Instagram’s servers must course of a mind-boggling quantity of knowledge. It’s a lot knowledge that they will’t course of all of it generally. So that they make tradeoffs.

On actually well-liked hashtags, you may not present up as a result of Instagram can’t kind the posts quick sufficient so it simply doesn’t embody some.

On actually small hashtags, you may not present up as a result of the algorithm is prioritizing the scraping and sorting of content material on hashtags that individuals truly go to.

On another hashtags, Instagram simply thinks there’s an excessive amount of spam on there already so it has stopped exhibiting content material totally (see banned hashtags).


What to Do if Your Engagement Out of the blue Drops in 2019


In case you’re studying this part as a result of your engagement out of the blue dropped and also you’re freaking out, it is advisable to confront the brutal, sincere, information of the state of affairs.

In case you’re freaking out as a result of your previous few posts obtained 20%, 30%, 40%, even 50% fewer likes than typical, you’re in all probability freaking out over nothing.

To search out out for positive, do these two issues:


1) By no means do a 1 to 1 comparability.

Some posts do higher than others naturally, and that’s okay. The variance is larger than you’d anticipate.

What you don’t need to do is examine the selfie you posted on Sunday throughout the tremendous bowl, to the motivational quote you posted the Wednesday earlier than at midday.

You should take a look at averages over a very long time horizon to see in case your engagement actually has out of the blue dropped. So examine your final 10 posts to the ten earlier than that, after which we are able to discuss your engagement tanking.


2) Examine your engagement to related accounts.

Even when your final 10 posts are getting 30% much less likes than the ten earlier than that (and I doubt it), how is your profile doing in comparison with the remainder of the accounts on the market?

You should use a useful device like this to search out out:

Or you’ll be able to simply examine your self with the averages we discovered within the research above.  In case you’re getting 0.8% engagement or above, you’re properly in step with the traditional vary.


How one can Get Extra Engagement in 2019 on Instagram


This may very well be a complete weblog put up in itself.

Truly, it’s —>  33 New Methods to Enhance Instagram Engagement

I recommend you take a look at the article, however if you happen to don’t have time for that, listed here are my prime ideas:

  1. Begin conversations by posting participating content material and asking questions in your captions.
  2. Proceed conversations by responding to feedback, and replying to DMs.
  3. Host a giveaway on your present followers the place you enter them to win a prize in the event that they like and touch upon the picture.

All of those work due to the algorithm. In case you don’t perceive the algorithm or want a refresher, we’ve got a weblog put up on that too —> Our Silly Easy Information to the Instagram Algorithm

Algorithm is an enormous fancy scary phrase, however you’ll be able to perceive the Instagram algorithm even if you happen to didn’t make it via highschool algebra if you happen to perceive what Instagram is making an attempt to do with the algorithm.

Instagram needs you to maintain utilizing Instagram to allow them to present you extra advertisements. So as to get you to maintain utilizing Instagram, they’re going to present you the stuff you want. They know what you want as a result of you might have engaged with related stuff previously.

In different phrases, if you happen to remark in your buddy Tracy’s final put up, Instagram will in all probability present you her subsequent one since you are more likely to have interaction with that too.

So simply “trick” your followers into participating together with your stuff as soon as, and they’re going to see your subsequent few posts too.

By the way in which, that is type of how Donald Trump received the election. He gamed the Twitter algorithm by posting ridiculous controversial stuff that picked up free media protection alongside the way in which…a subject for one more article 😉


Truly, the Greatest Solution to Get Extra Engagement on Instagram in 2019 is to Cease Worrying and Focus Your Vitality on Making Higher Content material

Particularly making higher Instagram Tales.

That’s what Zuckerberg thinks anyway…

“I simply suppose that that is the longer term,” Zuckerberg instructed analysts, talking about Instagram Tales.

“The chance can be even greater as a result of it appears like Tales can be an even bigger medium than Feed has been.”


How does that saying go? Content material is ________?


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