Instagram: global content performance 2022, by type
In July 2022, the most popular type of content on Instagram was images, with 42.2 percent of all content being of this form. Carousels were the second most popular form of content, accounting for 26.2 percent of content on the platform. In terms of reach and likes, reels were the most successful during the measured period, accounting for 33.8 percent, and 35.4 percent, respectively. Additionally, images were the most likely type of content to receive engagement in the form of comments. Video accounted for just one in every ten pieces of content on Instagram, and gained the least amount of user engagement.
