What is the average engagement rate on Instagram?

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Instagram is the social network of choice for influencers, as it is the platform that generates the most engagement. Currently, the average engagement rate on Instagram is 1.89%, generating more interaction compared to other networks such as Facebook, where one can generate up to 23% more engagement . Therefore, Instagram has also become the social network of choice for brands when it comes to getting engagement when they want to interact with their target audience.

How much is a good engagement on Instagram?
There is no single “good” engagement rate, as it will depend on the factors mentioned above. However, generally speaking, according to Hootsuite’s Global State of Digital 2024 report , these are the average global engagement rates for business accounts on Instagram:

All types of Instagram posts: 0.44%
Instagram photo posts: 0.68%
Video Posts: 1.30%
Carousel Posts: 0.93%
The number of followers must also be considered to determine whether the engagement of one account is higher than another. Therefore, the values ​​can vary between the following ranges:

Less than 10,000 followers: 2.19%
Up to 50,000 followers: 0.99%
Between 50,000 and 500,000 followers: 0.86%
Between 500,000 and 1 million followers: 0.87%
More than 1 million followers: 0.94%.
In the case of nano and micro-influencers, for example, they have small communities, but are increasingly interesting for brands looking to launch an influencer marketing campaign. Their average engagement rate is between 2% and 7% , which is much better than that of a macro-influencer. In fact, it is easier to interact with a small audience. As a brand, you will indirectly benefit from an engaged audience, willing to like and re-share content.

Another important point when checking whether an influencer has "good engagement" is the publication format, since on Instagram there are certain types that generate higher or lower engagement rates.

Posts with an image get 27% more engagement than a post with a video and 13% more likes than a photo carousel. Videos now have their place in other formats: Instagram stories or Instagram Reels . Both formats generate engagement mainly because they allow for spontaneous and more authentic content than a photo. In addition, Instagram offers a wide range of interactive buttons for its stories: poll, slider, question…

How to increase engagement on Instagram?
To gain more engagement on Instagram, the first thing is to have a genuine connection with your target audience and to generate content that is of interest to them. The good news is that there are more and more tools and keys that can help you improve your engagement rate, without necessarily incurring large advertising expenses.

Knowing your audience is a key step to ensure a winning strategy on social m administration directors email database edia. Before producing your own content or through an influencer, you need to know who you are targeting. Knowing your target audience, their needs, their habits, their lifestyle… is essential to offer them relevant content.
Another good practice to increase your engagement rate on Instagram is to regularly, even daily, monitor your competitors’ practices . This analysis should cover both content (what messages are my competitors transmitting on Instagram?) and form (what formats – photo, video, live…? – do my competitors use to speak on Instagram).
Using hashtags is also a lever for generating engagement and participation . However, you need to be careful to use them sparingly and sensibly. Niche hashtags, which are less popular, offer you the chance to have your post appear in the top positions associated with the hashtag. On the other hand, it can be difficult to emerge on a star hashtag that already displays millions of posts (for example, #Food).
Video is a format that should not be overlooked to improve your engagement rate on Instagram. The average engagement rate for videos increases faster than that of photos. Therefore, you should mix formats and expand your content strategy to Instagram Reels or, at least, Stories. In this last format, involve your community to the maximum by taking advantage of the functionalities offered by the platform: hashtags, polls, shopping, questions, live videos, etc.
Finally, working with an Instagram influencer will allow you to gain visibility and increase your engagement rate. With 4.2 billion likes per day , Instagram is the social network with the highest engagement rate. The time spent choosing an influencer should not be underestimated for your campaign to be a success. Depending on your target audience and your brand values, Kolsquare will guide you in choosing the right Instagram influencer and will allow you to contact them for your product placement project.