[STUDY] Instagram Benchmarks 2025: Content Performance Statistics and Strategic Optimization Insights

In the world of social media, things tend to change pretty fast. And yet, year after year, Instagram continues to be a major hub for visual storytelling and brand community engagement.

To deal with a renewed performance landscape, algorithm changes, and many other challenges, marketers need to adapt and they need to constantly be refining their social media strategy.

Staying on top of the latest social media engagement benchmarks for Instagram will help you see the bigger picture, anticipate changes and approach social media marketing in a way that will bring you closer to your goals.

Without further ado, let’s explore the 2025 Instagram benchmarks data in detail:

Instagram has a 16% YoY decrease in engagement

Instagram engagement benchmarks show that overall interaction is on a slow decline.

Why the dip?

With so much content, users have become selective, engaging only with posts that feel worth their time. For brands, simply posting frequently won’t cut it anymore.

To keep up with Instagram engagement metrics, it’s all about quality—creating content that stands out and resonates. The days of effortless engagement are gone; now, maintaining a good engagement rate on Instagram means crafting content with clear value.

Strategic tactics to have an engaging audience on Instagram

• Quality over quantity, all day long: Throwing up posts for the sake of it just isn’t going to cut it anymore. Instead, invest in creating posts that feel valuable or inspiring—something followers won’t want to scroll past.
• Keep Reels and Stories in the mix: Reels are still the go-to for reaching new eyes, while Stories are perfect for keeping up with your current followers. Balancing both is a great way to keep visibility high.
• Stay real, stay relatable: Followers love seeing the human side of brands. Share those behind-the-scenes moments, candid shots, or even a little humor! The more real, the better.
• Get creative with user-generated content: UGC adds that relatable, real-life touch that followers love. Share photos or stories from your customers or fans to make your feed feel like a community space.

Real-world examples of brands that have a great Instagram content performance

Brands like Mailchimp and Buffer know how to keep engagement steady by staying genuine and community-focused.

Mailchimp regularly shares stories of the small businesses using its platform, giving followers content that feels real and inspiring.

Buffer goes behind the scenes with snapshots of its remote team’s daily lives, showing a relatable and down-to-earth side of the brand. Both brands prove that, even with engagement rates dipping, keeping things real and community-centered is the secret to staying connected.

Instagram carousels generate the highest engagement

Carousels have long been Instagram’s secret weapon for engagement!

Our data-digging efforts for discovering the latest engagement benchmarks have led to the conclusion that carousels are outperforming Reels and single images, scoring an average engagement rate of 0.50%, above reels at 0.45%, and images at 0.40%.

So, why do carousels get so much love in Instagram’s engagement benchmarks?

Their format is perfect for storytelling, tutorials, and in-depth posts that followers love to swipe through, signaling to Instagram’s algorithm that this is content worth spreading.

If you’re aiming to boost engagement, consider using carousels—they’re a proven way to stand out among Instagram post types and keep followers interested.

Strategic tactics for an optimized Instagram content strategy

• Make carousels like mini-guides: Break down complex ideas or tips into swipeable steps. Think “How to improve your reporting process”, for example. Each slide gives followers a reason to keep swiping and come back later.
• Start strong with a bold hook: The first slide is like your cover page—it’s gotta grab attention! Use a bold statement, question, or eye-catching image that makes people think, “I need to see what’s next!”
• Wrap up with a call-to-action (CTA): Use the last slide to nudge followers to save, share, or comment. After giving them all that good content, a quick “Save this for later!” can keep them coming back.
• Create content people want to save: Carousels are perfect for save-worthy posts! Think how-tos, checklists, or inspiring quotes that people will want to bookmark and revisit whenever they need.

Real-world examples that nail their content strategy with carousels

Airbnb nails it with carousels that share travel guides and insider tips, making each post feel like a little travel brochure.

Meanwhile, Headspace breaks down wellness tips and self-care routines, turning each carousel into a mini-guide followers can save and come back to.

Both brands show how powerful carousels can be for delivering value and keeping engagement high.

Brands posted 11% more Reels in 2024 compared with 2023

Reels have truly become Instagram’s spotlight feature.

In 2024, brands have started to prioritize Reels over single images, increasing their Reels volume by 11%, while single images faced a drop of 9% in usage.

This shift shows brands are starting to prioritize reels over other types of posts, drawn by their strong engagement benchmarks and unique reach potential.

Instagram has gone all-in on Reels, especially with placement on the Explore page, which means Reels are a smart way to reach fresh eyes.

Unlike single images, Reels don’t just reach current followers—they’re designed to help brands get discovered by new people. This makes them essential for increasing impressions on Instagram and hitting those Instagram engagement benchmarks. With Reels, brands can maximize their reach and boost visibility on the platform.

Strategic tactics on how to create an effective Reels strategy

• Get Reels into your weekly mix: Make reels a regular thing—try posting once or twice a week to keep your content flowing into new feeds and growing your audience over time.
• Focus on fun, snackable clips: Keep it short and sweet! Quick tutorials, behind-the-scenes peeks, and fun product demos are perfect because they’re easy to watch and even easier to share.
• Create themes that keep people coming back: Think of recurring series like “Weekly Tips” or “Behind the Brand.” When followers know what to expect, they’re more likely to tune in again.
• Show off your unique vibe: Reels are the perfect place to show what makes your brand, well, you! Whether it’s humor, creativity, or a peek at your brand values, let your personality shine through.

Real-world examples that have found a successful Reels posting strategy

Sephora is absolutely killing it with reels that share quick makeup tips and hacks, making their content fun, fast, and super shareable.

Meanwhile, Allbirds uses reels to highlight their eco-friendly practices, drawing in audiences who love a brand with a cause.

Both brands show that reels aren’t just about reach—they’re a way to showcase what makes them memorable!

Reels drive the most comments

Reels are Instagram’s top choice for sparking conversations—at least when we put under the microscope brands below 100K followers.

However, when it comes to brands with a large audience, sharing images on Instagram seems to be a safer bet. Our latest social benchmarks for Instagram revealed that the median number of comments is highest (50 comments on average) for big brands sharing images.

Getting comments on your posts on Instagram is a great indicator of an engaged audience. It means your followers have an opinion about your content and your company, and that is always useful.

Whether they’re sharing a personal story, positive feedback or constructive criticism about your product, you should always welcome and respond to comments to further improve your average engagement rate on Instagram.

Strategic tactics on how to get more comments on Instagram

• Get the comments flowing with questions: Ask a question in the caption or the reel itself. Questions like “What’s your go-to tip?” or “How would you use this?” make it easy for followers to jump into the comments.
• Share behind-the-scenes moments: People love seeing the real side of brands. Use reels to show your day-to-day, a funny moment, or even a sneak peek—it’s like letting followers in on a little secret, which always gets people talking.
• Hop on trends and use humor: Fun, trending content is a guaranteed comment magnet. Whether it’s a popular sound or a funny twist, Reels that make people laugh or feel “in on the joke” encourage tagging friends and sharing reactions.
• Join the conversation early: Respond to comments as soon as you can after posting. Not only does it keep the conversation going, but it also shows followers you’re listening—which makes them more likely to keep chatting!

Real-world examples of how Reels are used to spark conversations on Instagram

Glossier is a pro at using reels to start fun, lighthearted conversations about beauty routines, inviting fans to share their tips.

Meanwhile, Ben & Jerry’s Reels are all about humor and trending sounds, getting followers to comment, tag friends, and share their own reactions.

Both brands know how to get followers talking—and it all starts with reels that feel fresh, fun, and totally relatable.

Instagram carousels get the most saves

According to our Instagram benchmarks report, in 2025, Instagram carousels are the number one post format that generates saves across all profile sizes, but especially for large brands.

When it comes to saves, carousels are the content type to beat! For smaller accounts (below 5K followers), carousels bring in a median of 3 saves, slightly above Reels with 2 saves on average, and well above single images with 1 save.

As follower counts increase, the saves rate for carousels continues to climb.

For big accounts (with more than 100K followers), carousels shine with a median of 134 saves, outpacing Reels at 112 and single images at 68.

Many marketers are hoping for instant gratification - likes, comments, maybe even shares - but saves are a long-term one of the key Instagram metrics that should not be overlooked.

People usually save posts because they find them so valuable that they don’t want to lose them in the sea of content that’s being displayed on their feeds every day.

Strategic tactics on how to optimize your carousels for saves

• Make carousels “save-worthy”: Think guides, how-tos, or checklists that followers will want to keep handy. From styling tips to productivity hacks, the more useful, the more likely it is to get saved.
• Start strong with a hook: That first slide should grab attention right away—use a bold question, a stunning image, or an interesting fact that makes followers want to swipe (and save!).
• Encourage saves with a CTA: Don’t be shy! A simple “Save this for later” or “Bookmark this guide” is a great nudge for followers to save your post.
• Focus on evergreen content: Carousels are perfect for timeless topics—self-care tips, travel guides, or inspirational quotes. The more timeless, the better the chances it’ll get saved and revisited.

Real-world examples of how to approach carousels creation

National Geographic is a pro at creating save-worthy carousels, with jaw-dropping photos and cool facts that make followers want to keep them for later.

Headspace uses carousels to share wellness tips and mindfulness exercises that followers can come back to anytime they need a boost.

Both brands know how to pack in the value with carousels, making it impossible not to save!

Reels have the highest impressions rate

If you’re looking for impressions, Reels are where it’s at! Across all brand sizes, Reels are outpacing both carousels and single images in the race of generating the higher Instagram impressions rate.

For smaller accounts with less than 5K followers, Reels have an average impression rate of 30%, compared to 20% for carousels and 15% for single images. For accounts with over 100K followers, Reels still hold the lead with a 12% impression rate, while carousels and single images lag behind at 10% and 9%.

This Instagram data highlights how Reels benefit from Instagram’s algorithm, appearing frequently on the Explore page and offering unmatched visibility.

However, it’s equally important to share a variety of content, seeing as carousels and images are also generating a decent amount of average impressions on Instagram.

But in the end, if your goal is to increase impressions on Instagram, when you’re creating your social media content calendar, remember to leave more room for Reels than any other content type.

Strategic tactics on how to increase your brand's visibility with Reels

• Go big with Reels for major announcements: Got something exciting to share? Reels are your best bet for creating buzz. Use them for product launches, events, or any big news you want the world to know about.
• Hook viewers right away: The best Reels don’t waste time—they grab attention in the first few seconds. Start with an eye-catching shot or bold text to get people watching.
• Use Reels to build hype around big moments: Whether it’s a behind-the-scenes sneak peek or a teaser for something new, reels are perfect for giving followers a “you gotta see this” moment.
• Share customer Stories in Reel format: People love hearing from other people! Short, authentic testimonials or customer stories make your brand feel real and relatable, and reels are the perfect format to make them shine.

Real-world examples of brands that are killing it with Instagram Reels

Nike nails it with reels that showcase quick, powerful fitness routines and inspiring athlete stories—keeping their brand front and center.

Whether it’s motivation or insights, reels help both brands reach more people and stay memorable.

Small brands achieve the highest view rate on their Reels

If you’re a small brand (under 5k followers) reading our 2025 Instagram engagement benchmark report , you will be happy to find out that your Reels have the highest potential to get views, compared to all other brand sizes.

Why?

Instagram seems to give a little extra visibility boost to emerging creators and smaller accounts, making Reels a fantastic tool for getting noticed without needing a massive following.

In 2025, small brands get a 13% average view rate on their Reels. At the other end of the spectrum, large brands (over 100k followers) only get a 6.5% Reels view rate. So, our latest Instagram benchmarks data tells us that the Reels view rate declines as profile size grows.

For small brands, this data shows that reels are a golden opportunity. They’re designed for discovery, meaning your content can reach beyond your usual circle.

If you’re a growing brand, Reels offer a level playing field where you can stand out with creative, authentic content.

Strategic tactics on how to increase your Reels' view rate

• Show off your brand’s personality: Small brands have a unique advantage in being relatable and personal. Use Reels to show what makes your brand special—whether it’s behind-the-scenes looks or the story behind your products.
• Keep production simple and authentic: No need for high-budget production here! Followers love content that feels real, so keep your Reels relatable and down-to-earth. Use what you have, and let authenticity shine.
• Target niche audiences with hashtags: Use specific, relevant hashtags to reach people who are into what you’re sharing. This helps you find your ideal audience and boosts the chances of reaching viewers who’ll connect with your brand.
• Experiment with relatable everyday content: Try Reels that capture day-to-day moments, like how your products are used in real life. For small brands, these personal touches can make you more memorable and build a loyal following.

Real-world examples of brands that effectively leveraging Instagram Reels

Take Mejuri as an example. They use Reels to show simple styling tips with their jewelry, making their pieces feel accessible and trendy.

Another great example is Brooklinen, a home essentials brand, which shares reels that feature cozy, real-life home setups.

Both brands keep it simple, authentic, and approachable, proving that you don’t need a big budget to make a big impact.

Small brands increase their audience size by 40% in a year

As a social media marketer, you might be very focused on your brand Instagram engagement analytics. Engagement rate benchmarks get a top spot in social media reports, and that’s not a bad thing.

But if you’re a small brand trying to grow on Instagram organically, you might want to also take into consideration follower growth benchmarks.

The data might surprise you. It turns out that small brands have the highest potential to increase their follower base, compared to other profile sizes.

In 2025, the average follower growth rate for brands under 5k followers is a whopping 40%. Middle-sized profiles also get a decent audience growth of 33%.

Instagram is a place where brands of all sizes can grow beautifully - as long as they share valuable content that makes people want to take part in their story.

Small brands may have an upperhand here, but all types of brands can expand their following and build strong communities on this platform.

Strategic tactics on how to facilitate follower growth on Instagram

• Share stunning, on-brand content: Instagram’s all about the scroll-stopping moments, so make your posts pure eye candy! Keep a unique style that makes followers want to keep coming back.
• Connect with your followers: Think of Instagram as a two-way communication street.Use Stories to share behind-the-scenes snippets or ask fun questions, so your followers feel like they’re part of the crew. A little back-and-forth goes a long way to build real connections!
• Celebrate your fans’ content: Teaming up with like-minded influencers or brands is a surefire way to reach new followers. Even small but authentic partnerships can create big excitement around your brand.
• Partner up for fresh buzz: Sharing your fans’ posts gives them the spotlight and shows potential followers that people already love what you do. It’s an easy way to build trust and keep your feed feeling fresh and real.

Real-world examples of brands that win people's hearts on Instagram

Glossier has built a die-hard following with relatable, user-driven content and effortless lifestyle shots. By showcasing real customer stories and fun product demos, they’ve created a community that’s loyal and super engaged.

HubSpot’s Instagram crushes it by delivering quick, actionable marketing tips that keep business pros hooked. With vibrant infographics and tons of user-generated content, they’re top-of-mind for followers who want real value.

Key takeaways

👉 For increased engagement on Instagram, double down on carousels, since they they drive more interactions. But keep your feed fresh with a mix of content types for maximum impact.

👉 If you're on the hunt for strategies that will help you increase your brand's comments on Instagram, here's one of the hottest tricks - create more Reels. But if you're a brand with more than 100K followers, we should warn you that it would be wiser to integrate more images into your content calendar.

👉 The best way to get more saves on Instagram is to share more carosuels. Make sure they are visually appealing and offer value to your audience.

👉 When aiming to increase your brand awareness, prioritize Reels in you content calendar, this being the best-performing content type for impressions.

👉 As a small brand on Instagram (under 5k followers), you can expect a higher YoY audience growth.

Final thoughts

When it comes to Instagram best practices, studying social media benchmarks data is a top priority. Not only does it help you massively improve your strategy but it’s also an important step of any recommended Instagram competitive analysis.

As the social media landscape continues to change, you will realize that your key benchmarks for Instagram are also a moving target. The best way to reach your social media goals is make data-driven decisions and stay close to your audience.

Methodology

The findings of this study were based on the analysis of 21M Instagram posts, collected from 125,000 pages with an active presence between January 2023 - September 2024.

The average engagement rate per post (by followers) on Instagram is calculated as the total engagement (the sum of likes and comments) of the posts published within an established timeframe divided by the total number of followers that a profile has. The result is then multiplied by 100.

The median number of comments and saves: midpoint values for the comments and saves generated by a post type.

The average Instagram view rate represents the percentage of unique people that have seen a profile’s video posts. It is calculated by dividing the total views of a post by the total number of followers and multiplied by 100.

The average Instagram impression rate shows the percentage of people that have seen a profile’s posts more than once. It is calculated by dividing the total impressions of a post by the total number of followers and multiplied by 100.

The average follower growth rate is calculated as the number of followers you gained divided by the number of followers you started with and multiplied by 100.

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