Key findings from Hubspot's Instagram Engagement Report

HubSpot and Upfluence recently conducted an in-depth study to uncover what users look for on Instagram and how brands can stand out in 2024. The study surveyed over 600 marketers from around the globe across various industries and company sizes. Here are the key findings you need to know about.

User expectations and trends

Instagram continues to be a vibrant platform where users seek connection, inspiration, and entertainment. 85% of Instagram users are under 45 years old, with a significant portion belonging to Gen Z.

This demographic is characterized by their entrepreneurial spirit, with one in three aiming for self-employment and wealth creation through personal ventures. For marketers, this trend underscores the importance of crafting content that resonates with this self-starter mentality. Health, career exploration, and travel are top priorities for these users in 2024, and content that aligns with these interests is likely to drive engagement.

Marketing benchmarks and metrics

Nearly half of the brands surveyed had between 100,000 and 450,000 followers. The most common weekly engagement rate reported was 25-50%. Interestingly, while top brand accounts with millions of followers experience lower engagement rates, those with a moderate following tend to see better interaction from their audience. The most common ways followers engage with brand content include:

• Liking posts

• Commenting

• Sharing content

• Direct messaging

• Interacting with stories or carousels

• Tagging brands in posts or comments

Brand content mix

Despite the growing popularity of video content, image posts still dominate the content found on Instagram. Stories make up 43% of brand content, while Reels account for just over a third of posts. The most utilized features by brands on Instagram include:

1. Image posts

2. Video posts

3. Stories

4. Reels

5. Shoppable posts

Engaging content types

Regarding the types of content that drive engagement and ROI, image posts outperform others across various goals. The most popular content shared by brands includes:

• Product and service showcases (49%)

• Humorous content (40%)

• Relatable or authentic posts (38%)

• Behind-the-scenes glimpses (29%)

• Interactive content such as polls and games (28%)

Optimal posting times and frequency

Quality over quantity remains a key takeaway when it comes to posting frequency on Instagram. The report found that while most brands post more than once per week, only a minority (around 22%) post more than once daily. To achieve peak engagement, brands are advised to post multiple times a week, with the following days and times yielding the highest engagement.

Best days to post:

• Friday

• Saturday

• Sunday

Best times to post:

• Monday: 9 AM to 3 PM

• Tuesday: 12 PM to 3 PM

• Wednesday: 12 PM to 3 PM

• Thursday: 12 PM to 3 PM

• Friday to Sunday: 6 PM to 9 PM

Success metrics

Measuring success on Instagram has evolved, with nearly half of the marketers focusing on revenue or sales generated within the app as a primary metric. This is particularly relevant for B2B and mixed audience brands, where in-app sales are a strong indicator of ROI. Meanwhile, B2C and D2C brands prioritize leads and conversions from Instagram, reflecting the platform's role as a critical driver of customer acquisition. These insights should guide influencer marketing managers in selecting the right metrics to track and demonstrate the effectiveness of their Instagram strategies.

Social selling

The rise of social selling is a significant trend in 2024, with 25% of social media users making direct purchases on platforms like Instagram. However, despite this growing trend, only about 50% of brands sell directly on social media, presenting a significant opportunity for early adopters. The report notes that 25-50% of viewers click through shoppable posts within the first 30 days of publication, with a similar percentage leading to conversions such as leads, signups, and purchases.

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Interesting reads

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