Instagram: average post engagement 2020, by vertical

Published by
Stacy Jo Dixon,
May 31, 2022
In 2020, posts from political and educational accounts on Instagram reported high engagement rates, with an average of 2.74 percent and 2.56 percent for the examined period, respectively. By comparison, posts by accounts in the retail, beauty, and e-commerce verticals reported low engagement rates on Instagram among all the examined verticals. The media engagement rate across all industry verticals was of 1.16 percent.

Average engagement rate per posts on Instagram in 2020, by vertical

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Sources

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Release date

January 2021

Region

Worldwide

Survey time period

January 2019 to October 2020

Special properties

2,992 Instagram profiles; Instagram posts 1,172,937

Supplementary notes

According to the source: "To identify social media industry benchmarks on Facebook, Instagram, and Twitter, we analyzed more than 22 million posts from a total of 56,296 business pages from United States with the help of the Socialinsider tool."
Always according to the source:"The average engagement rate per post is defined as the average engagement of the posts divided by the number of fans or followers the page has all multiplied by 100."

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