September 18, 2018

2019 Industry Best Practices for Instagram Engagement

Instagram at a Glance

Instagram is a force to be reckoned with. Since it debuted back in 2010, the platform has steadily grown into one of the biggest social networks ever. It reached 1 billion active monthly users in 2018 becoming more popular than social media giants such as Twitter and LinkedIn (TechCrunch).

Instagram’s impressive growth rate has now surpassed those of its once biggest rival - Snapchat - and its parent company, Facebook.

The platform owes its speedy expansion to its visual appeal, consistent emphasis on user experience and continuously getting new features right. Getting acquired by Facebook helped increase its user size exponentially.

The social network also beefed up its e-commerce and conversion abilities, making it easier for companies to show ROI on their efforts. Businesses now simply can’t afford to not be on Instagram.

Whether you’re a fashion brand or a political campaign, the platform can help you grow awareness, target the right audience, and convert visual content into sales.

As more and more companies are trying to grow their presence on Instagram, it’s becoming noisy and competitive. In order to stand out, marketers and Instagram users need to know what works and what doesn’t. To do this, they need data to help them make better decisions about their strategy.

With this report, we set out to provide our readers with the most current Instagram trends and insights - enjoy!

Report Highlights

  • Video posts received 2x more comments than other post types
  • Tagging more than 5 users in a post does NOT increase engagement
  • The average instagram post contains a single hashtag
  • 46.6% of all Instagram users have less than 1000 followers

Instagram Engagement Rate

If you spent a lot of effort attracting millions of Instagram followers, only to have a few of them interact with your content - you may not be attracting the right audience.

There are two reasons why engagement is one of the most important and telling metrics forInstagram. It allows you to know if you’re reaching the right audience with your brand, and if your content is relevant to them.

For many marketers, engagement is the golden KPI of brand awareness.

In fact, more than 80% of businesses consider it the most important metric.

This is why increasing the overall engagement has become the number one goal for most brands. But what does it mean, exactly?

What is Engagement?

Simply put, engagement is the number of interactions a user has with your content. This usually comes in the form of likes and comments. However, as Instagram has evolved and launched new products such as Stories and IGTV, engagement now can also mean the number of views, shares, and direct messages.

What matters most is that your customers and followers are engaging with your business on Instagram.

Whether it's video views, likes, or something else—focus on measuring the engagement of the elements that are important for you. For simplicity’s sake, we will stick with measuring the number of likes and comments in this report. Let’s dive in to look at the most common types of engagement.

The Rise of Video

Video posts received on average the highest number of likes. This was expected as video content usually gets higher engagement on most social networks. What’s interesting is that compared to our report from 2018, the median number of likes for video beat out the two other types of content. This suggests that video content has increased in overall engagement in the last year.

average comments and likes for instagram video posts

Importance of Influencers

It’s no surprise that influencer marketing has been all the rage on Instagram in 2018.In 2017, brands have already spent 1 billion dollars on influencers on the platform alone (Mediakix).

Based on a study by Linqia, the majority of marketers are willing to spend anywhere from $25,000 to $100,000 on influencer marketing. This is potentially more than most people would spend on traditional forms of marketing such as email, search, and paid social media.

Why are influencers so effective?

One of the biggest reasons why influencer marketing on Instagram is so effective is because it eliminates the barriers of traditional advertising.

Influencers allowed businesses to engage with their audiences in a less direct, noninvasive, and more authentic way. As they helped brands tell their stories, they were creating 'warmer', ‘human’ connections that genuinely last.

This helped them gain their audiences’ trust on behalf of the brands—making it more natural to recommend products and services.

Final Takeways

  • Instagram has 1 billion active users per month, having increased by 25%from 2018.
  • 71% of all businesses are active on Instagram (it's no longer the sole domain of food, fitness and fashion brands)
  • 71% of people in the US between the ages of 18 - 24 use Instagram.
  • 9am -11am EST is the best time to post.

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