Instagram Engagement Report is out! All the marketing priorities for 2022

It is learned that Instagram recently released its 2022 edition of the "Instagram Engagement Report". After analyzing 110 million posts from 1 million users worldwide, the report concluded that 2021 was a year of huge growth for Instagram.

The report reveals the content types with the highest interaction rates on Instagram and the best time to post, etc., which is very instructive for brand marketing promotion on Instagram in 2022.

Data shows that Instagram has 1.3 billion active users, making it the fourth largest social network in the world, with Facebook (2.8 billion), YouTube (2.2 billion) and WhatsApp (2 billion) being the top three. Among them, 65% of Instagram accounts have more than 1,000 followers, of which 34.7% have between 1,000 and 10,000 followers. Videos and carousel posts are more attractive than single picture posts.

The report also confirms that to achieve better results through influencer marketing, it is better to focus on how strong the connection between influencers and their fans is, rather than focusing on the number of fans. Therefore, brands should pay more attention to medium-sized influencers (from 10,000 to 50,000 fans) and micro-influencers (below 10,000), who have higher trust among their fans.

Fields with the most fans

On Instagram, the most popular and most followed content areas are home and cars. This does not mean that other areas are not popular, but the relevant statistics may not be representative due to the median number of followers.

Most popular content formats

Globally, videos were confirmed as the most popular content type on Instagram, with an average of 24 comments and 1,097.9 likes per post, followed by carousel posts with an average of 23 comments and 933.7 likes.

But looking at the median, carousel posts have an average of 70 comments, and videos have an average of 46 comments.

In addition to posting videos on the feed, Instagram has dedicated video tools like IGTV, Stories, and Reels, and given how much users love these types of content, it makes sense to incorporate these tools into your marketing strategy. Single image posts are the least popular.

Best time to post

The data confirms that, regardless of time zone, content posted between 6pm and 9pm has higher average engagement, but there is a sharp drop in engagement between 5am and 8am, followed by a steady increase from 10pm to 4am.

In general, people are more likely to check Instagram in the evening after get off work. Likewise, posts published on the weekends receive higher engagement rates.

The data shows that Instagram posts posted on Sunday had an average engagement rate of 6.47%, with Saturday and Monday similar at 6.05% and 5.95% respectively. However, from Tuesday to Friday, the average engagement rate was about 5.6%.

Editor ✎ Xiao Zhu/

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