Instagram brand post engagement by vertical 2023

In 2023, the average engagement rate of higher education posts on Instagram was 2.43 percent, which is almost six times the overall average of 0.43 percent. Sports teams' posts also achieved higher than average interaction on Instagram, with a 1.57 percent engagement rate. Fashion and Health and Beauty brands received lower than average engagement on Instagram. On average, brands on Facebook had an engagement rate of 0.063 percent.

Average engagement rate with brand posts on Instagram in 2023, by vertical

Characteristic	Average engagement rate per post
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Release date

February 2024

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Region

Worldwide

Survey time period

2023

Supplementary notes

According to the source, data is based on: "engagement as measurable interaction on organic and paid social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count. We provide a representative sample of national and international companies in each industry by selecting 150 companies at random from each industry in our database of over 200,000 companies. Companies selected had active presences on Facebook, Instagram, and Twitter as of January 2023, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 1,000 as of the same date."

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