New information has revealed that the typical engagement for conventional Instagram feed posts, akin to pictures, has decreased by 44% since 2019 — and this decline might be straight traced again to the app’s introduction of Reels.
In a examine printed final month, social media advertising and marketing platform Later analyzed 81 million Instagram posts — excluding Reels and IGTV content material — between January 2019 and February 2022.
The corporate discovered that in 2019, the typical engagement price for in-feed posts was about 5.6%. However by the tip of 2021, that price decreased to a mean of about 2.9%. Conventional video feed posts noticed the best decline year-over-year on common, whereas carousel posts, in any other case often known as photograph dumps, persistently carried out the most effective when it comes to engagement for in-feed posts.
DYK the typical engagement price for feed posts (excluding Reels and IGTV) has decreased by 44% since 2019? 😳 https://t.co/X8KTlIBpdZ
— Later (@latermedia) June 18, 2022
Based on Later’s examine, the decline within the efficiency of conventional Instagram feed posts might be primarily traced again to the introduction of Instagram Reels in August 2020.
Instagram launched Reels to compete with rival TikTok. Since its introduction, Instagram has made no secret of the truth that Reels are a precedence for the app, and as such, different submit sorts have taken a again seat.
During the last two years, the platform has redesigned its interface to prioritize Reels and even incentivized creators to submit Reels. This push in the direction of Reels led to the plummet in engagement for conventional posts.
Instagram feed posts see huge drop in engagement following Meta’s push on Reels*
Common engagement price for feed posts in 2019: 5.16%.
Common engagement price for feed posts in 2021: 2.88%.
*based mostly on information from 81+ million IG feed posts pic.twitter.com/sBYFrz1IHv
— Matt Navarra (@MattNavarra) July 13, 2022
Instagram’s heavy-handed strategy to Reels signifies that for a lot of creators, there’s large stress to pivot to short-form video content material to keep up engagement charges. Based on the examine, Later’s common engagement price on Instagram was about 2% in 2020. The corporate integrated Reels into its social media technique that 12 months and right now, with Reels, Later’s engagement price is round 9%.
Engagement charges are sometimes calculated on Instagram by taking the full variety of likes and feedback on a submit after which dividing that quantity by a creator’s follower rely, studies Enterprise Insider. Engagement charges assist influencers and types set pay charges for model offers, showcasing simply what number of followers a creator’s content material reaches.
Picture credit: Header photograph licensed by way of Depositphotos.