April 5, 2022
Hubspot and social listening and media monitoring platform Mention produced the Instagram Engagement Report. More than 109,534,641 Instagram posts and 10,359,460 of users were analysed to observe trends about engagement rates, hashtags and other insights. The global average engagement rate in 2021 was 5.86%, which is more than double from 2.26% in 2020. The most-followed accounts, globally, are becoming more diverse, with India, Brazil, and Korea especially well-represented. Video is the most engaging type of content, bringing in an average of 24.25 comments and 1097.9 likes per post. The global top 50 is made up of 41 celebrities and only 9 brands, including Instagram itself. The top eight brands focused on sports, travel, space and nature. Top accounts are bigger than ever — over half have 100M+ followers. Current number of active global users is 1.3 billion. The report found that cities with smaller populations ranked higher for engagement, versus a bigger metropolis which was seen in previous report. It appears that Instagram users globally prefer more local content and profiles, which could be related to lockdown orders in many areas around the world.