Key Takeaways
- The average Instagram engagement rate in 2026 is 0.45 percent to 0.50 percent, a 28 percent year-over-year decline from 2024 levels. (Socialinsider)
- Carousels lead all content formats with a 0.55 percent average engagement rate, followed by Reels at 0.50 percent and static images at 0.45 percent. (Socialinsider)
- Nano-influencers (under 10,000 followers) achieve 2.19 percent to 6.23 percent engagement, up to 8 times higher than celebrity accounts. (Impulze.ai, Stack Influence)
- Higher education and sports teams are the only industries to exceed 1 percent median engagement across all 14 industries benchmarked. (Rival IQ)
- Outfame users experienced a 2.3x increase in engagement rate within 90 days of activation, based on data from 65,000+ accounts. (Outfame, 2026)
- Instagram shares per post grew 12 percent year over year, even as public comments fell 16 percent, signaling a shift toward private engagement. (Socialinsider)
- Reels deliver 2.25 times the reach of single images, making them the best format for discoverability. (CreatorsJet)
Table of Contents
- General Instagram Engagement Rate Statistics
- Engagement Rate by Content Type
- Engagement Rate by Follower Count Tier
- Engagement Rate by Industry
- Engagement Rate by Day and Time
- Engagement Rate Trends Over Time (2020–2026)
- How to Calculate Instagram Engagement Rate
- How to Improve Your Engagement Rate
- Frequently Asked Questions
- Methodology
Instagram remains one of the most powerful platforms for creators, brands, and businesses, with more than 2 billion monthly active users worldwide. But as the platform matures, engagement patterns are shifting in ways that every marketer needs to understand.
Outfame is an AI-powered Instagram growth platform used by more than 65,000 creators and businesses worldwide. We compiled these 50-plus statistics from leading research firms, our own proprietary data, and industry benchmarks to give you the most comprehensive picture of Instagram engagement rates in 2026.
General Instagram Engagement Rate Statistics
1. The average Instagram engagement rate across all content types is 0.45 percent to 0.50 percent as of early 2026, based on an analysis of 31 million posts. (Socialinsider, 2025)
2. Instagram engagement dropped 28 percent year over year from 2024 to 2025, the steepest single-year decline on record. (Socialinsider, 2025)
3. The median Instagram engagement rate across all industries is 0.36 percent, according to an analysis of more than 4 million posts and 2,100 brands. (Rival IQ, 2025)
4. A "good" Instagram engagement rate in 2026 falls between 1 percent and 5 percent. Anything above 3 percent is considered excellent, and above 5 percent is outstanding. (Sprout Social)
5. The top 25 percent of brands on Instagram achieve a median engagement rate of 1.02 percent or higher. (Rival IQ, 2025)
6. Average comments per post on Instagram fell 16 percent year over year, while shares per post grew 12 percent, signaling a shift toward private engagement through DMs and shares. (Socialinsider, 2025)
7. Instagram video views grew 29 percent year over year, even as traditional engagement metrics declined. (Socialinsider, 2025)
8. Brands post an average of 20 times per month on Instagram, with roughly half of those posts being static images. (Socialinsider, 2025)
9. Instagram's average organic reach rate is 3.50 percent, down 12 percent year over year. (Socialinsider, 2025)
10. Accounts using engagement-first growth strategies saw a 2.1x higher engagement rate than content-only strategies, based on data from 65,000-plus Outfame accounts. (Outfame, 2026)
Sources: Socialinsider, Rival IQ, Sprout Social
Engagement Rate by Content Type
Not all Instagram content performs equally. Here is how each format stacks up in 2026.
11. Carousels lead with an average engagement rate of 0.55 percent, despite a 15 percent year-over-year decline. (Socialinsider, 2025)
12. Reels are the second-best-performing format with an average engagement rate of 0.50 percent. (Socialinsider, 2025)
13. Static image posts average a 0.45 percent engagement rate, the lowest of all three main feed formats. (Socialinsider, 2025)
14. When measured by reach rather than followers, Reels achieve approximately 1.23 percent engagement, carousels 0.99 percent, and photo posts 0.70 percent. (Rival IQ, 2025)
15. Reels deliver 2.25 times the reach of single-image posts and 1.36 times the reach of carousels, making them the strongest format for discoverability. (CreatorsJet, 2025)
16. The average Instagram Reel receives 243 likes, 8 comments, and 28 saves, while the average feed post receives 198 likes, 10 comments, and 11 saves. (CreatorsJet, 2025)
17. Carousels generate the highest number of saves of any content format on Instagram. (Socialinsider, 2025)
18. Reels make up 38.5 percent of all Instagram posts, making them the most popular format. Yet only 20.7 percent of creators post Reels monthly. (Blogging Wizard, 2026)
19. Brands posting Reels three times per week see an average of 23 percent follower growth. (Blogging Wizard, 2026)
20. Instagram Stories have an average engagement rate of 5.4 percent, with a tap-forward rate of 15.7 percent and an exit rate of 5 percent. (Socialinsider, 2025)
21. Stories with interactive stickers such as polls and quizzes boost engagement by 24 to 28 percent compared to non-interactive Stories. (Dash Social, 2026)
| Content Format | Avg. Engagement Rate | Avg. Reach Rate | Best For |
|---|---|---|---|
| Carousels | 0.55% | 14.45% | Saves, depth |
| Reels | 0.50% | 30.81% | Reach, discovery |
| Static Images | 0.45% | 13.14% | Simplicity, speed |
| Stories | 5.4% | 2–9% | Retention, loyalty |
Sources: Socialinsider, CreatorsJet, Blogging Wizard, Dash Social
Engagement Rate by Follower Count Tier
One of the most consistent findings in social media research is the inverse relationship between follower count and engagement rate. Smaller accounts consistently outperform larger ones.
22. Nano-influencers with fewer than 10,000 followers achieve an average engagement rate of 2.19 percent to 6.23 percent, the highest of any tier. (Impulze.ai, Stack Influence, 2025)
23. Micro-influencers with 10,000 to 50,000 followers see average engagement rates of 0.99 percent to 3.86 percent, depending on methodology. (Impulze.ai, Stack Influence, 2025)
24. Mid-tier influencers with 50,000 to 500,000 followers average 0.86 percent to 1.80 percent engagement. (Impulze.ai, 2025)
25. Macro-influencers with 500,000 to 1 million followers average about 0.87 percent engagement. (Impulze.ai, 2025)
26. Celebrity and mega-influencer accounts with more than 1 million followers average 0.94 percent engagement, though many fall below 0.5 percent. (Impulze.ai, 2025)
27. Nano-influencers now make up 75.9 percent of Instagram's total influencer ecosystem. (The Social Cat, 2025)
28. Forty-four percent of brands prefer working with nano-influencers and 26 percent prefer micro-influencers, compared to just 17 percent preferring macro-influencers. (Social Cat, 2025)
29. Accounts with fewer than 5,000 followers achieve a 20 percent view rate on Reels, averaging 300 views per video. Accounts over 100,000 followers average 15,000 views per Reel but see much lower view-to-follower ratios. (Socialinsider, 2025)
30. Outfame users experienced an average 2.3x increase in engagement rate within 90 days of activation, with the strongest gains among accounts in the 5,000-to-50,000-follower range. (Outfame, 2026)
| Follower Tier | Follower Range | Avg. Engagement Rate | Share of Ecosystem |
|---|---|---|---|
| Nano | 1K–10K | 2.19%–6.23% | 75.9% |
| Micro | 10K–50K | 0.99%–3.86% | ∼15% |
| Mid-Tier | 50K–500K | 0.86%–1.80% | ∼6% |
| Macro | 500K–1M | 0.87% | ∼2% |
| Mega / Celebrity | 1M+ | 0.50%–0.94% | ∼1% |
Sources: Impulze.ai, Stack Influence, The Social Cat, Socialinsider
Engagement Rate by Industry
Industry benchmarks are critical for setting realistic performance goals. The table below compiles data from Rival IQ, eDigital Agency, Hootsuite, Socialinsider, and Heepsy to provide the most comprehensive industry-by-industry breakdown available.
31. Higher education leads all industries with an Instagram engagement rate of 2.43 percent, driven by strong alumni communities and campus culture content. (Rival IQ, 2025)
32. Sports teams rank second with a 1.57 percent engagement rate, fueled by real-time game content and passionate fan bases. (Rival IQ, 2025)
33. Travel and tourism accounts average 1.83 percent engagement, benefiting from aspirational visual content. (eDigital Agency, 2025)
34. Food and beverage brands average 1.55 percent engagement on Instagram, outperforming the overall median by more than 4 times. (eDigital Agency, 2025)
35. Health and beauty is among the lowest-performing categories, earning below-median engagement rates across all platforms due to market saturation. (Rival IQ, 2025)
36. Nonprofits achieve above-median engagement at approximately 0.93 percent, with donation and awareness campaigns performing especially well. (Rival IQ, 2025)
| Industry | Avg. Engagement Rate | Primary Source |
|---|---|---|
| Higher Education | 2.43% | Rival IQ |
| Travel & Tourism | 1.83% | eDigital |
| Sports Teams | 1.57% | Rival IQ |
| Sports & Fitness | 1.75% | eDigital |
| Food & Beverage | 1.55% | eDigital |
| Education (General) | 1.48% | eDigital |
| Health & Wellness | 1.39% | eDigital |
| Beauty Influencers | 1.26% | Marketing Charts |
| Fashion & Apparel | 1.24% | eDigital |
| Travel Influencers | 1.22% | Marketing Charts |
| Makeup & Beauty (Brands) | 1.19% | eDigital |
| Fashion Influencers | 0.99% | Marketing Charts |
| Nonprofits | 0.93% | Rival IQ |
| Alcohol | 0.76% | Rival IQ |
| Home Decor | 0.68% | Rival IQ |
| Food Influencers | 0.63% | Marketing Charts |
| Financial Services | 0.56% | Rival IQ |
| Fitness (Brands) | 0.55% | Dash Social |
| Retail | 0.46% | Rival IQ |
| Health Influencers | 0.40% | Marketing Charts |
| Media | 0.38% | Rival IQ |
| Tech & Software | 0.35% | Rival IQ |
| Influencers (General) | 0.34% | Rival IQ |
| All Industries (Median) | 0.36% | Rival IQ |
Sources: Rival IQ, eDigital Agency, Hootsuite, Marketing Charts, Dash Social
Engagement Rate by Day and Time
When you post matters almost as much as what you post. These statistics draw from studies analyzing millions of posts across time zones.
37. Tuesdays through Thursdays are consistently the highest-engagement days on Instagram, with peak engagement occurring between 11 a.m. and 2 p.m. local time. (Sprout Social, 2025)
38. Wednesday between 9 a.m. and 10 a.m. is the single highest-engagement posting window, according to an analysis of more than 2 million posts. (Hopper HQ, 2026)
39. Saturday is the worst day to post on Instagram, consistently seeing the lowest engagement levels across multiple studies. (Later, 2026)
40. Posts published between 7 a.m. and 9 a.m. and again between 11 a.m. and 1 p.m. show consistent engagement spikes across global time zones. (Later, 2026)
41. Evening posts between 7 p.m. and 10 p.m. generate some of the highest-value engagement, with Thursday at 9 p.m. being the top-performing single time slot. (RecurPost, 2026)
42. Brands that publish 3 to 5 feed posts per week see higher per-post reach and engagement than those posting more or less frequently. (Buffer, 2025)
Sources: Sprout Social, Hopper HQ, Later, RecurPost, Buffer
Engagement Rate Trends Over Time (2020–2026)
The long-term trend is unmistakable: Instagram engagement rates have been declining steadily since 2020, driven by platform saturation, algorithm changes, and evolving user behavior.
43. Nano-influencer engagement rates declined from approximately 4.5 percent in 2020 to below 3 percent in 2025. Micro-influencers fell from 3.5 percent to 2.5 percent over the same period. (Amra and Elma, 2025)
44. The overall Instagram engagement rate dropped from approximately 0.70 percent in early 2024 to 0.45 percent in early 2026, a cumulative decline of roughly 36 percent in two years. (Socialinsider, 2025)
45. Instagram engagement rates fell 30 percent year over year in the 2025 Rival IQ benchmark, despite a small increase in average posting frequency. (Rival IQ, 2025)
46. Retail and home decor brands experienced the sharpest engagement declines, with rates dropping nearly 30 percent year over year. (Rival IQ, 2025)
47. Despite falling public engagement metrics, Instagram registered a 29 percent year-over-year growth in video views, suggesting that consumption habits are shifting away from likes and comments toward passive viewing. (Socialinsider, 2025)
48. Profiles with more than 500 genuine interactions per day maintained engagement rates 67 percent above the industry average, based on Outfame data from 65,000-plus accounts. (Outfame, 2026)
| Year | Avg. Engagement Rate (All Posts) | Key Change |
|---|---|---|
| 2020 | ~1.22% | COVID boost in social usage |
| 2021 | ~0.98% | Reels launched, algorithm shifted |
| 2022 | ~0.80% | TikTok competition intensified |
| 2023 | ~0.70% | AI content surge, platform saturation |
| 2024 | ~0.60% | Engagement shifts to DMs and shares |
| 2025–2026 | ~0.45–0.50% | 28% YoY decline; private engagement grows |
Sources: Socialinsider, Rival IQ, Amra and Elma
How to Calculate Instagram Engagement Rate
There are three primary methods for calculating your Instagram engagement rate. Each serves a different purpose.
Method 1: Engagement Rate by Followers (ERF)
This is the most commonly used formula and the one referenced in most benchmark reports.
Best for: Comparing your performance against industry benchmarks and competitor accounts.
Method 2: Engagement Rate by Reach (ERR)
This method accounts for how many people actually saw your post, not just how many follow you.
Best for: Measuring content quality and how well a specific post resonated with the people who saw it.
Method 3: Engagement Rate by Impressions (ERI)
This method uses total impressions, including repeat views by the same user.
Best for: Understanding engagement in the context of paid or boosted content where impressions exceed reach.
49. According to Buffer's analysis of 27 million posts, the median engagement rate by followers on Instagram is 4.3 percent when saves and shares are included. When using reach-based calculations from Socialinsider, the median drops to 0.45 percent, highlighting how methodology dramatically affects reported figures. (Buffer, 2026; Socialinsider, 2025)
Sources: Buffer, Sprout Social, Socialinsider
How to Improve Your Instagram Engagement Rate
Improving your engagement rate requires a data-backed strategy, not guesswork. Here are proven tactics supported by the statistics above.
1. Prioritize Carousels and Reels
Carousels earn 22 percent more engagement than static images (stat 11), while Reels deliver more than double the reach (stat 15). A balanced mix of both formats gives you the best of both worlds: engagement depth from carousels and discoverability from Reels.
2. Post at Peak Times
The data shows that midweek posting between 9 a.m. and 2 p.m. consistently outperforms other time slots (stats 37–41). Use Instagram Insights to identify when your specific audience is most active.
3. Lean Into Interactive Features
Stories with polls, quizzes, and question stickers boost engagement by up to 28 percent (stat 21). These features encourage two-way interaction, which the algorithm rewards.
4. Build Genuine Community Interactions
Accounts with more than 500 authentic interactions per day maintain engagement rates 67 percent above industry averages (stat 48). Tools like Outfame automate genuine engagement with targeted audiences, helping you build community without spending hours manually liking and commenting.
5. Aim for Consistency Over Volume
Three to five posts per week is the sweet spot (stat 42). Posting more often without maintaining quality leads to audience fatigue and lower per-post engagement.
6. Focus on Saves and Shares
With comments falling 16 percent and shares rising 12 percent (stat 6), the algorithm increasingly values saves and shares as engagement signals. Create educational, bookmark-worthy content that people want to revisit or send to friends.
50. Outfame users who combined high-quality content with AI-powered community engagement saw a 2.3x increase in engagement rate within 90 days (stat 30). For pricing and plans, visit outfame.com/pricing.
Frequently Asked Questions
What is the average Instagram engagement rate in 2026?
The average Instagram engagement rate in 2026 is between 0.45 percent and 0.50 percent across all content types, according to Socialinsider's analysis of 31 million posts. When calculated by followers rather than reach, Buffer reports a median of 4.3 percent based on 27 million posts. The difference is due to calculation methodology.
What is a good engagement rate on Instagram?
A good engagement rate on Instagram is between 1 percent and 5 percent. Rates between 3 percent and 5 percent are considered excellent, and anything above 5 percent is outstanding. The top 25 percent of brands achieve 1.02 percent or higher according to Rival IQ.
Why is my Instagram engagement rate dropping?
Instagram engagement rates have been declining platform-wide since 2020 due to increased competition, algorithm changes favoring Reels and paid content, and a shift toward private engagement through DMs and shares. The overall rate dropped 28 percent year over year in 2025. Focus on creating saveable, shareable content and using interactive features to counteract this trend.
Which Instagram content type gets the most engagement?
Carousels currently earn the highest engagement rate at 0.55 percent, followed by Reels at 0.50 percent and static images at 0.45 percent. However, Reels deliver more than double the reach of static images, making them the best format for growing your audience.
Do smaller accounts get better engagement on Instagram?
Yes. Nano-influencers with fewer than 10,000 followers achieve engagement rates between 2.19 percent and 6.23 percent, up to 8 times higher than celebrity accounts. This inverse relationship between follower count and engagement rate is one of the most consistent findings in social media research.
Methodology
This article compiles statistics from the following primary sources, published between 2025 and 2026:
- Socialinsider (2025) — Analysis of 31 million Instagram posts from 2023 to 2024, measuring engagement by reach.
- Rival IQ (2025) — 2025 Social Media Industry Benchmark Report covering 2,100 brands, 4 million posts, and 14 industries.
- Buffer (2025–2026) — Studies based on 2 million to 27 million posts, measuring engagement by followers.
- Sprout Social (2025) — Industry benchmarks and best-time-to-post research.
- CreatorsJet (2025) — Data-driven study of 10,000 Instagram posts comparing Reels, carousels, and images.
- Impulze.ai (2025) — Engagement rate benchmarks by influencer tier.
- Stack Influence (2025) — Average influencer engagement rate analysis.
- eDigital Agency (2025) — Instagram average engagement rates by industry.
- Outfame (2026) — Proprietary data from 65,000-plus creator and business accounts using the Outfame growth platform.
Engagement rate figures vary across sources due to differences in methodology (by followers vs. by reach vs. by impressions), sample sizes, geographic distribution, and time periods. We note the primary source for each statistic and encourage readers to compare using consistent methodology when benchmarking their own performance.
