This Week in Social Media Marketing

Instagram Engagement Rates Are Down (And What To Do About It)

social media social media for creatives social media for entrepreneurs social media marketing Jun 27, 2022

What's Happening

Later released its 2022 Instagram Industry Benchmark Report analyzing 63+ million posts from 612,000+ accounts in 30 industries.

The report is a gut check for, arguably, the two most important stats for social media tracking: engagement rate and reach rate.

Average engagement rate for all industries = 1.55%

Average reach rate for all industries = 15.49%

Download a copy of the report to see the specific rates for your industry and account size. Keep in mind this data excludes Reels and video posts.

Other Notable Takeaways:

  • Not a single industry saw an increase in average engagement rate from 2019 to 2021, the overall average decreasing by 22.55%
  • Reach rate increased from 2019 to 2021 in the industries of animal, arts & culture, real estate, restaurant and travel & tourism.
  • Reach rate decreased for the industries of fashion, luxury, beauty, marketing, and religion.

Use it for Your Business

You can’t manage what you don’t measure so if you do anything for your social media growth over the summer, start tracking it!

Engagement Rate

  • Measures what percentage of your audience is liking, commenting on, or sharing your content
  • How to calculate: (engagement/# of posts)/ follower count

Reach Rate

  • Measures how many people are seeing your content per post, regardless of your follower count Is a more accurate measure of your influence on social media
  • How to calculate: (reach/# of posts)/ follower count

Open up a fresh Google sheet and track your rates at least monthly. These numbers will tell you the health of your social account. Earning a passing grade means your rates are at the industry average or better.

If they’re below the industry average, don’t despair. Treat it like the results of your blood test at the doctor. Use the data to diagnose where the underlying problem lies.

If engagement is down, your messages may not be resonating with your audience or you may not be inviting them to start conversations with you (AKA, including calls-to-action on your posts).

If reach is down, work on including hashtags relevant to your industry in all your posts or add more Reels to your content calendar.

Relevancy Rating

Just because it's new doesn't mean it's worth your time: Is tracking engagement and reach rates worth your time?

Yes!: I give it 5 out of 5 thumbs up.

Tracking these stats may be the missing key to diagnosing and fixing your growth dilemma. Who knows, you may be beating yourself up for not growing and find you’re doing better than most!

Social media is constantly changing. Sign up for This Week in Social Media Marketing to stay informed of the trends and decide whether it’s worth your time to try them.