Gian Pepe
Instagram Engagement Rate 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 you’ll want to gas your technique for the 12 months forward.

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

Try what we discovered this 12 months beneath.

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



Desk of Contents


Transient Historical past of Instagram Engagement Charges

Methodology; or, How I Acquired This Information


Different Helpful Instagram Engagement Stats

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

The Shadowban is Pretend Information

What to Do if Your Engagement Immediately Drops in 2019

Tips on how to Get Extra Engagement in 2019



A Transient Historical past of Instagram Engagement Charges

Bear in mind March 2016?

In all probability not.

I bear in mind it as a result of it was once I left my comfortable job at Groupon to start out Jumper Media. I had no thought what it could flip into, however that’s a narrative for a distinct day.

Right this moment 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 when you do bear in mind March 2016, I do know you don’t bear in mind what the common engagement fee on Instagram was in March 2016.

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

We thought Instagram can be the following 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 have been posting meals pics each 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 value 10x greater than a Fb Fan.”

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

Since then Jumper has gone from Three co-founders in San Francisco to 50+ fantastic staff in San Diego. Our “pitch” has modified loads since then, however just lately I discovered myself questioning…

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

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

Is it nonetheless method 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 shoppers 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 method politer than that, however you get the image.)

Folks actually, actually care about their Instagram likes. Like, actually, actually care. In truth, 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. (source)

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

The issue is, there may be plenty of deceptive details about common Instagram engagement charges on the market.

In truth, there may be virtually no up-to-date data!

Once you google “what’s a great engagement fee on Instagram” and different variations, you might be 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!

Folks on our crew have requested me in all probability 10 occasions to put in writing 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 info!

Lastly, I made a decision to take issues into my very own palms, and fee my very own examine. In our first ever 2019 Instagram Engagement Benchmarks, we collected knowledge from 174,568 Instagram posts to offer an in depth, up-to-date have 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 when you can’t stand the anticipation.


How I Acquired This Information / Methodology

Accumulating 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 submit, I’d be doing this for the following 50 days with no sleep.

So I went on Upwork and wrote this job posting:

It seems some individuals are loads higher than I’m at amassing huge quantities of Instagram knowledge.

Fairly quickly I bought a spreadsheet that appeared loads like this one:

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


Earlier than we dive into the outcomes, it is 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 completely different than the following 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 median of their final 20 posts.
  • We didn’t embrace accounts with lower than 100 followers, as a result of I didn’t suppose these ought to rely. (A lot of outliers and deserted accounts)
  • The information was collected on the finish of January 2019.

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


Outcomes/Findings from Our Examine on 2019 Instagram Engagement Charges

What’s the common engagement fee on Instagram in 2019?

The Common Engagement Rate on Instagram is 1.2%

It has dropped by greater than 50% prior to now 12 months. (source)

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

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

And light-weight years higher than Twitter.


Athletes, Comedians, and Actual Property are a number of the Finest Industries on Instagram with regards to engagement.

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

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

If you happen to’re a model, that doesn’t imply it is best to surrender, it simply means it is best to take into consideration easy methods to humanize your footage and captions to sound extra like….properly…you!


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

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

Folks 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 will have, the extra random it’s.

This contradicts different research like this one from September 2017.

This was stunning, so I requested my sensible buddy Colton why he thought this could be.  He informed me:

  1. You solely collected knowledge from Enterprise Instagram Accounts. (in contrast to different research)
  2. You didn’t embrace accounts with lower than 100 followers. (in contrast to different research)
  3. The Instagram Explore web page is extra widespread than ever. So when posts go viral, they go viral in a giant large method. (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 symbolize the reality of what one ought to count on as an Instagram marketer/influencer.

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

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

Except you’re @world_record_egg.


Different Helpful Instagram Engagement Stats for 2019

If you happen to’ve been studying from the start, you already know that I feel a lot of the data on the market on “Instagram Stats” is outdated and deceptive.

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


Story Attain Rate is Between 4% and 12% (Source)



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

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

If you happen to repeatedly have a look at your Tales stats you’re looking at viewers, not likers. It’s a must to dig deep into the Instagram Insights (stats for enterprise pages) to take a look at your submit attain.


Movies are Extra Partaking than Carousels, and Carousels are Extra Partaking than Photographs






We make killer movies for superior manufacturers

that price method lower than you’d suppose.


Right here is our reel.


Weekends are Higher for Engagement



Extra Tags Equals Extra Likes



The Massive 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 implies much less engagement.

So why is natural attain in freefall?

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


1) Advert Load has elevated

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

Instagram is owned by Fb. Fb is a enterprise that makes cash promoting adverts. So as to earn more money (maximize shareholder earnings), the corporate tries to stuff extra adverts in every single place it could actually. Recently, that has been on the Instagram feed.

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

The chart beneath 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. Throughout the firm’s Q1 2017 earnings call, CFO David Wehner informed analysts that income development would gradual considerably as a result of advert load on the Fb information feeds have been at full capability.

Evidently in Q1 2019 ad load on the Instagram feed is at our close to full capability, which is nice information in 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, will not be at full capability. That is an attention-grabbing alternative for entrepreneurs who can determine easy methods to monetize the brand new advert format earlier than the competitors.

Talking of IG Tales, they’re the second motive 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!

Properly, not all of them….

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

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

That quantity has gone up large 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, total Instagram utilization on a per person foundation has not. Translation: the eyeballs you used to get in your feed posts at the moment are 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 submit likes.


The Shadowban is Pretend Information


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

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

Instagram has publicly mentioned time and time once more that the shadowban will not be and by no means was a factor. Schedugram appeared into the info and confirmed that the shadowban is faux 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 keen to deceive the media about it time and again.

Right here’s exactly what Instagram told Techcrunch concerning the Shadowban:

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

Instagram doesn’t give further feed presence to private accounts or enterprise accounts, so switching received’t assist your attain. Shadowbanning will not be an actual factor, and Instagram says it doesn’t disguise 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 need to course of a mind-boggling quantity of information. It’s a lot knowledge that they will’t course of all of it typically. So that they make tradeoffs.

On actually widespread hashtags, you may not present up as a result of Instagram can’t kind the posts quick sufficient so it simply doesn’t embrace 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 may be an excessive amount of spam on there already so it has stopped exhibiting content material fully (see banned hashtags).


What to Do if Your Engagement Immediately Drops in 2019


If you happen to’re studying this part as a result of your engagement instantly dropped and also you’re freaking out, you’ll want to confront the brutal, trustworthy, information of the state of affairs.

If you happen to’re freaking out as a result of your previous couple of posts bought 20%, 30%, 40%, even 50% fewer likes than common, you’re in all probability freaking out over nothing.

To seek 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 count on.

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

You could have a look at averages over a very long time horizon to see in case your engagement actually has instantly dropped. So examine your final 10 posts to the 10 earlier than that, after which we will speak about your engagement tanking.


2) Examine your engagement to comparable accounts.

Even when your final 10 posts are getting 30% much less likes than the 10 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 utilize a useful device like this to seek out out:

Or you may simply examine your self with the averages we discovered within the examine above.  If you happen to’re getting 0.8% engagement or above, you might be properly in keeping with the traditional vary.


Tips on how to Get Extra Engagement in 2019 on Instagram


This could possibly be an entire weblog submit in itself.

Truly, it’s —>  33 New Ways to Increase Instagram Engagement

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

  1. Begin conversations by posting partaking content material and asking questions in your captions.
  2. Proceed conversations by responding to feedback, and replying to DMs.
  3. Host a giveaway in 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. If you happen to don’t perceive the algorithm or want a refresher, we now have a weblog submit on that too —> Our Stupid Simple Guide to the Instagram Algorithm

Algorithm is a giant fancy scary phrase, however you may perceive the Instagram algorithm even when you didn’t make it by means of highschool algebra when you perceive what Instagram is attempting to do with the algorithm.

Instagram desires you to maintain utilizing Instagram to allow them to present you extra adverts. With the intention 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 will have engaged with comparable stuff prior to now.

In different phrases, when you remark in your buddy Tracy’s final submit, Instagram will in all probability present you her subsequent one since you are prone to interact with that too.

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

By the best way, that is sort 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 best way…a subject for an additional article 😉


Truly, the Finest Option 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 told analysts, talking about Instagram Tales.

“The chance might be even larger as a result of it seems to be like Tales might be an even bigger medium than Feed has been.”


How does that saying go? Content material is ________?


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