Instagram

Engagement
Report
What users are looking for on Instagram
& how brands can stand out.

2 0 24

Instagram Engagement Report 2024 1

FOREWORD

As the personal and the 5 10 20

professional blend, brands

with personality shine through
CRYSTAL KING
Social Media and AI Professor, HubSpot Academy

Keeping a finger on the pulse of social trends isn’t easy. But it’s the social media At HubSpot, we’re always looking for what’s next and evaluating every investment
managers deeply invested in their audiences who are able to adapt quickly and we make. You may have noticed our brand leaning into humor and bringing
develop meaningful connections that are finding the most success from their our employees into our content more than ever before. We’re giving the people
content investments. what they want! And it’s been so fun and meaningful to share different people’s

Consumers today want to know the brands they support, and see some perspectives and give a voice to diverse communities.

personality and what they stand for. They want to get to know the people behind In a world that’s driven by technology, we’re looking for ways to automate the
the brand and get a peek at the company’s vision for the future. Instagram is the more manual and tedious parts of social media management, like repurposing
perfect social media platform for a behind-the-scenes look at an organization. content and managing analytics and integrations. As a result, we’re able to be
Strictly posting promotional content won’t work with the generations that care more authentic and spend time building community.
about authenticity. We hope these fresh insights help guide your Instagram strategy this year, and
you feel empowered to grow your reach and engagement with a new approach.

Instagram Engagement Report 2024 2

TABLE OF CONTENTS

What’s in this report

INTRODUCTION USER EXPECTATIONS MARKETING CONTENT

Consumers want to Instagram user A look at Instagram The content scene

invest in brands they expectations marketing for brands on Instagram
feel connected to and trends Go to section Go to section

Go to section Go to section

STRATEGY ROI INFLUENCERS CLOSING

Instagram marketing Instagram Driving creator Fostering community

strategy marketing ROI partnerships that on Instagram leads to
Go to section Go to section promote growth business results
Go to section Go to section

Instagram Engagement Report 2024 3

INTRODUCTION

Consumers want to Key Findings

invest in brands they

Interactive content elements like polls, Stories,
and quizzes are driving engagement for brands.

feel connected to
Collaborative posts are helping expand
impressions and reach for brand partners.

Funny, timely posts, behind-the-scenes stories,

and posts that show brand values are increasing
Social media managers’ main priority is to engage with their
audience engagement.
audience. And the ways that they’re successful in doing so
change frequently. A few years ago, video came into play as a The most successful accounts on Instagram
top channel for brand engagement and growth, and short-form have a consistent brand and unique creative
video, like Instagram Reels, TikTok, and YouTube Shorts have approaches to content.
become some of the best drivers of ROI. This year, Instagram
is the #2 most-used social media platform for B2B and B2C Consumers want to see brands’ perspectives on
companies, following Facebook, and it’s used by more than relevant current events and trending topics.
half of brands.
Brands using effective storytelling techniques
To help social media teams prepare to connect with their and high-quality content are connecting with
audiences on Instagram, we surveyed 600+ marketers from their audiences.
around the world, across company sizes and industries, about
Social shopping on Instagram is on the rise,
their strategies, and spoke with social media experts from
with shoppable posts making up 37% of the
leading brands.
content mix.
Here are some of the overarching themes from our research
— read on for detailed findings and actionable takeaways.

Instagram Engagement Report 2024 4

Keep social content Turn Instagram
running on all cylinders creator relationships
— and channels into revenue
Tap into influencer marketing, affiliate programs, creator
Content Hub is a one-stop-shop for creating the newest formats,
management, user-generated content, and brand ambassadors
streamlining content for all channels, and managing everything you need to
to build valuable partnerships that grow your business.
share your story with the world.
Build your creator community to
Give your content new life with AI.
reach new customers.
Create content that’s always on-brand.
Run creator and affiliate programs that sell.
Manage all your content in one place.
Drive better brand collaboration and
Boost content performance. ensure payment compliance.

Get an influencer marketing stack for

See what else Content Hub can do. e-commerce brands on Amazon, Shopify,
Magento, BigCommerce and WooCommerce.

Get a demo Explore more ways to leverage influencer marketing.

Learn more

Instagram Engagement Report 2024 5

USER EXPECTATIONS

Instagram user
expectations and trends
When users go on Instagram, they’re looking to connect with friends and family, keep up with
trends in fashion, music, tech, and their personal interests, and be entertained and inspired. A
good majority of Instagram users, 85%, are under 45 years old, and they want content that’s
funny, creative, informative, and relaxing.

Instagram’s 2024 user trends revealed that one of their largest audiences, Gen Zers, are a group
of “self-starters,” and one in three want to achieve wealth through self-employment. Their top
priorities in 2024 are staying healthy, exploring their career path, and traveling.

And HubSpot’s recent Consumer Trends Report found that the ways that U.S. consumers engage
with brands is changing quite drastically.

Consumer social trends

59% 49% Mobile devices Instagram

of consumers want to gather of consumers use Instagram, are the top way consumers like is a top three social platform
their own info rather than talk versus 52% of brands that use to shop over any other device. for Gen Zers and Millennials.
to a human. the platform.

Instagram Engagement Report 2024 6

MARKETING Top Instagram Marketing Challenges

A look at Instagram
Earning likes, comments, and shares

25%

marketing for brands

Growing followers

35%
Driving traffic to my site
Instagram has proven to be a consistently high-performing channel for brands — when they
39%
nail their strategy and have strong teams and tools to support ongoing posting, engagement,
and analytics. Generating leads, new contacts, and /or conversions

Overall, social media teams’ top challenges in 2024 are creating engaging content, keeping
35%
up with algorithm changes, and finding ideas for new content. And on Instagram specifically, Driving purchases or revenue
top challenges are driving website traffic, increasing brand awareness and reaching new 36%
audiences, and driving revenue.
Understanding my Instagram audiences
The top five goals for social media marketers in 2024 29%
align with challenges and include:
Increasing brand awareness/reaching new audiences
1 Increasing brand awareness + reaching new audiences 36%
2 Driving website traffic Producing relevant and engaging visual and/or video content

26%
3 Increasing revenue and sales
Producing relevant and engaging visual captions and/or text-based
4 Getting a better understanding of customers and their needs Instagram elements (captions, text overlays, etc.)

5 Building customer relationships and increasing brand loyalty

23%
Finding time to manage and Instagram with other key social media platforms
10%
Instagram Engagement Report 2024 7
Opportunities for
brand growth on Instagram Instagram marketing tip
Consumers are increasingly turning to social media and social video Develop brand relationships with partners,
to research new brands and products, make purchases, and get influencers, and creators in your industry to
recommendations from influencers they trust, representing a big opportunity reach new audiences that align with your
for brands with a presence on Instagram. There are over two billion brand. Make sure to tag any creators or
Instagram users, following only YouTube and Facebook as the most popular influencers, like Hamilton Beach does here,
social media platforms worldwide. And among those users, the majority are or use the collaboration feature to cross-
Gen Zers and Millennials, making up nearly 62% of Instagram accounts. post to each of your feeds.

1 in 5 #2 52%
marketers report that Instagram is the #2 of marketers plan to
they see the highest platform for brand increase their investment
ROI from Instagram. engagement after YouTube. in Instagram in 2024.
2024 HubSpot Social Trends Report 2024 HubSpot Social Trends Report 2024 HubSpot State of Marketing Report

In the year ahead, some of the most promising ways that brands
can achieve their social media goals on Instagram are collaborating
with other brands and influencers to expand their reach and boost
engagement with their followers.

Instagram Engagement Report 2024 8

Top 10 brands on Instagram in 2024
As of May 2024

Brand Brand account Brand account Engagement Rate

1 Nike @nike 307M 0.11%

2 National Geographic @natgeo 284M 0.02%

3 FC Barcelona @fcbarcelona 123M 0.51%

4 NASA @nasa 96M 0.49%

5 NBA @nba 82M 0.08%

6 Victoria’s Secret @victoriassecret 76M 0.02%

7 UEFA Champions League @championsleague 73M 0.6%

8 433 @433 70M 0.93%

9 Premier League @premierleague 70M 0.17%

10 Marvel Entertainment @marvel 67M 0.09%

Source: Starngage

Instagram source: @Nike

Instagram Engagement Report 2024 9

Instagram marketing benchmarks Instagram Follower Count of Respondents

-10,000
and metrics for brands 3.6%
10,001 - 30,000
Nearly half of the brands we surveyed (48%) have between 100,000 2.7% 100,001 - 450,000
and 450,000 followers, and the most common weekly engagement rate 60,001 - 100,000 48.4%
marketers report is 25-50%. 4.3%
30,001 - 60,000

While the top brand accounts with millions of followers 5.0%

750k+ 450,001 - 750,000
see lower engagement rates, brands that are in the 8.2% 27.9%
middle of the pack tend to see far better engagement
from their audiences.
We asked: What percentage of these Instagram followers do you believe regularly
engage with this Instagram account or any of its posts at least 1 time per week?
The top ways that followers engage
with brand Instagram accounts are: 75-100% 50-75% 24-50% 10-25% 0-10%

1 Likes
36% 30% 21% 10% 4%
5 10 20
2 Comments

3 Shares

4 Direct messages
Instagram marketing tip
5 Tapping or swiping through Stories or Carousels Regularly refresh your social media analytics knowledge
and ongoing reporting to make sure you’re measuring
6 Tagging brand accounts in posts or comments
the most impactful Instagram metrics for your brand.

Instagram Engagement Report 2024 10

CONTENT How much of your Instagram content mix is devoted to

The content scene

the following formats?

Image posts

on Instagram
67%

Video posts

While video content has proven to be highly effective in engaging audiences, 58%
image posts still make up the majority of content for brands on Instagram.
Stories
Stories make up 43% of the brand mix and Reels represent a little over a third
of the posts that brands publish. Brand social media teams are balancing the 43%
effort required to put together custom content with what their audiences want.
Reels
Top Instagram features
brands use in their 35%
marketing strategy
Shoppable posts or other Instagram Shops features (for in-app purchases)
1 Image posts Instagram marketing tip 33%
2 Video posts Use tools like HubSpot’s Content Remix
to repurpose existing content into new Conversion content (directing audiences to a Linktree,
3 Stories purchasing pages or landing pages outside of the app, etc.)
formats like videos or podcasts.

4 Reels
28%

5 Shoppable posts Live video

17%

Instagram Engagement Report 2024 11

Types of content that engage Which types of content do you currently post on Instagram?
Content showcasing my brands products/services (demos, teasers, etc.)
audiences on Instagram 49%
Funny content
When asked which types of posts help marketers reach different goals 40%
like reach, engagement, and ROI, image posts performed the best on Relatable or authentic content
the whole. The most popular type of content that brands share are posts 38%
Content that reflects your brand’s values (e.g. social responsibility)
that showcase their products and services (49%) followed by funny
35%
content (40%) and relatable or authentic content (38%).
Behind the scenes content (meet the team videos, about us videos, etc.)
29%
Interactive content (polls, games, etc.)
28%
Trendy or newy content (cultural moments, news stories)
25%
Advertorial, promotional, or other obvious marketing content
25%
Educational/informational content
22%
Content focused on discounts or deals
20%
Data-driven content
19%
Narrative-driven content
18%
Interviews or expert insights
15%
Creator or influencer-produced content
15%
User-generated content created by your audiences
13%
Instagram Engagement Report 2024 12
Best types of content for different goals

For reach, views, or impressions For comments For DMs

27%
Video posts
29% 26%
Image posts Image posts

For likes For shares For ROI

29% 27% 26%

Video posts Image posts Image posts

Instagram marketing tip

Create custom social media analytics dashboards to understand how each type of
content you post on Instagram impacts your marketing goals, then optimize.

Instagram Engagement Report 2024 13

Instagram audiences
want to support brands
that highlight their values
and advocate for causes
they believe in
Instagram can be a powerful channel for showing what
your brand stands for, which is important to today’s
consumers. Half of U.S. adults say brands should do
more social advocacy, and they appreciate when they
share their values, like this post from Eventbrite and
Baba’s House for AAPI Heritage Month.

Instagram Engagement Report 2024 14

The best timing and frequency The best times to post on Instagram according to marketers

for brands to post on Instagram Monday Tuesday Wednesday Thursday Friday Saturday Sunday

For Instagram users, quality content is preferred over higher quantities of 9AM
content. Brands tend to share image posts, video posts, Reels, and Stories more
than once per week, and live video less frequently, around once or twice per 10AM
month. For peak account engagement, 31% of marketers say they post multiple
times per week, and 29% post daily. A little over one in five say they post more 11AM
than once per day to see the best possible engagement. The best day for brands
to post is Fridays, when audiences may be on Instagram more — TGIF! 12PM 12PM 12PM 12PM

The best days to post How often do you post on your brand’s 1PM 1PM 1PM 1PM
on Instagram to see Instagram account for peak overall
the highest engagement account engagement? 2PM 2PM 2PM 2PM
Multiple times
1 Friday Once a month or less per week 3PM 3PM 3PM 3PM
Mutiple times 1% 31%
2 Saturday per month
5%
3 Sunday
Weekly
11%
6PM 6PM 6PM
Multiple times
a day
7PM 7PM 7PM
23%
8PM 8PM 8PM
Once a day
29% 9PM 9PM 9PM

Instagram Engagement Report 2024 15

STRATEGY

Instagram Instagram marketing tip

marketing strategy
Explore the most popular Instagram
hashtags to find the most relevant topics
among your target audience, like in this
Reel from Zapier.
There’s a craft to succeeding on social media. Users Average Number of Hashtags Used on Instagram Posts
can suss out “corporate” content that’s created for
the sake of posting. But there are best practices that 27-31 0-2

help surface brand content to the right audiences 21-26 3% 3%

and appeal to the algorithm. For one, Adam Mosseri, 9% 9-11
Head of Instagram, suggests using the features that 19%
Instagram has to offer, like Reels and collaborative 18-20
posts, and sharing original content. He also 10%
frequently gives tips on what Instagram is looking 6-8
for, so give him a follow if you haven’t already. 12-14 17%
For example, hashtags can help surface your content
17%
to new audiences. The most common number of
hashtags to use, among our surveyed marketers, is
15-17 3-5
3-11, and respondents believe that hashtags have the
17% 17%
most impact on comments, likes, and impressions.

Instagram Engagement Report 2024 16

What makes for a “viral” post? Best practices for creating content
that connects with audiences
When we asked marketers what they think contributed to Instagram posts, Stories, and
Reels that performed well, there were a few common themes. The content that connected Establish an emotional connection
best with audiences established an emotional connection with the audience, used trending
hashtags and popular topics, incorporated interactive elements, and was authentic, with Use clear subtitles, good layouts,
great storytelling, like this collaborative DoorDash post. and visually appealing content

Encourage discussion and social interaction

Why do you think your high-performing or viral content performed well?
Use humor

“Trendy Don’t be afraid to be a bit controversial

“The content grabbed the
and funny”
audience’s attention and Tag other brands and influencers to
it’s relatable to them” increase brand awareness

“It was Use trending topics and hashtags

authentic”
“Engaging content that
Collaborate with popular influencers,
was personalized”
creators, and celebrities

“It was creative Share authentic content using storytelling

and appealing” “Great pics and
Create high-quality content with engaging captions
supporting text”

Consider the best timing for different types of content

Incorporate interactive elements like Q&As,

challenges, and polls

Instagram Engagement Report 2024 17

B2B vs B2C Instagram marketing
In a recent survey of B2B marketers, 91% use Instagram regularly, and nearly 86% consider their
investment in organic content on Instagram to be worth it. The top quartile of respondents posted
about 18 times in a month and reached over 25,000 accounts, generating almost 40,000 impressions. In
comparison, these B2B brands in the top quartile had about 35,000 pageviews to their websites in the
same month. Instagram represents a huge opportunity to stand out and bring eyeballs to brand accounts,
helping to contribute to the #1 goal for social media in 2024 — increasing brand awareness and reaching
new audiences. In the same Databox survey, 62% of B2B marketers use Instagram to build their brand
and let more people know they exist, versus a little over a quarter that want to drive action.

On the B2C side of Instagram, brands tend to use Instagram more

86% often for customer service than B2B brands. Overall, 95% of B2C
marketers feel that Instagram for customer service offers average
of B2B marketers feel
or high ROI. And, B2C brands are more likely to use Instagram to
their investment in organic
advertise their products and services than B2B brands — about half
Instagram content is worth it.
say they see a high ROI from the platform.

Differences between B2B and B2C marketing on Instagram

B2B brands B2C brands

• Top challenge is growing followers • Top challenge is driving traffic to their website
• Most likely to post multiple times per week • Most likely to post daily
• Most likely to track revenue or sales from Instagram • Most likely to track leads or conversions from Instagram

Instagram Engagement Report 2024 18

ROI

Instagram marketing ROI

With integrated tools that can connect social media accounts on Instagram, Facebook, TikTok, and
other channels to sales and marketing performance, content teams can track the return on investment
from their social media marketing efforts. And with the rise in social selling and direct purchases from
Instagram, ROI is becoming even easier to prove.

Marketers feel that the types of content that

generate the highest engagement and ROI are:

1 Posts that show their brand’s

products and services
2 Funny, relatable, and authentic content.

Of note, 20% of marketers have seen that content

that reflects their brand’s values has the best ROI,
and 24% said behind the scenes content.

Behind the scenes content and about us videos are useful

for recruitment and engaging with existing audiences,
helping to maintain relationships with customers,
employees, and prospects over time.

HubSpot has a dedicated account, @hubspotlife, to share

employee stories, advocacy initiatives, employee resource
group (ERG) news, and leadership perspectives.

Instagram Engagement Report 2024 19

Instagram success metrics Top ROI Metrics of Instagram Marketers

Revenue/sales of products within the Instagram app

When measuring success on Instagram, 49% of
marketers look at the revenue or sales of products
49%
within the Instagram app, and 47% look at leads or
conversions from Instagram.
Leads or conversions from Instagram
For B2B marketers and marketers at companies that sell
to both businesses and consumers, the most popular
47%
conversion metric to track is revenue or sales within the
Instagram app (49% and 54%, respectively), but for B2C
or D2C marketers, the top metric is leads or conversions Instagram post engagements

from Instagram (46%).

40%

Revenue driven from Instagram content

39%

Instagram follower count

39%

Traffic to my company’s site from Instagram

31%

Instagram Engagement Report 2024 20

Social selling on Instagram Tips for social selling on Instagram

As of 2024, one in four social media users report recently

1 Optimize your product catalog in your
buying a product directly on social media apps in the
Instagram shop for discoverability.
past three months. And 84% of social media marketers
predict that in 2024, social media shopping will overtake 2 Add product details and include high-quality
third-party websites and even brand websites as the images and videos.
preferred channel for making purchases — but, only a Use tags to help Instagram users find your
3
little over half of brands are already selling directly on products and services. Brands that use
social media, representing a major opportunity for product tags generate 37% more sales
early adopters. than those that don’t use tags.
Thirty-seven percent of social media marketers report
4 Tag your product listings in Reels and Stories.
that within the first 30 days of publishing a shoppable
post on Instagram with links or buttons, they see 25-50% 5 Launch promotional offers to bring
of viewers click through. Nearly four in ten marketers in new customers.
estimate that about 25-50% of clicks lead to non-
Encourage your audience to share your
purchase-related conversions, like leads, freemium 6
products and services with their network
signups, and email subscriptions. About a third of
and develop a community content strategy.
marketers report that 25-50% of these clicks lead
to purchases. 7 Launch ad campaigns with Product Tags.

Explore the guide to selling on Instagram

for more actionable tips.

Instagram Engagement Report 2024 21

 The potential for influencer marketing on Instagram
With the creator economy predicted to reach $480 billion by 2027, there has never
been a better time to partner with creators and brand affiliates to drive sales.
INFLUENCERS Upfluence’s customers have generated nearly 1.8 million orders from partnerships

Driving creator
with Instagram creators, totaling an aggregated value of $238 million in 2023.

Brands are increasingly viewing creators as vital revenue-generating partners,

programs that sell

particularly high-end brands. This shift is evident in the increase in average order
value sold through creators, which, according to Upfluence data, rose by 87.3% in
2023 compared to 2022, making profitability more attainable.

Despite the rising popularity of other platforms such as TikTok, a 2023 survey found
Working with influencers that 22% of creators, especially those with larger followings, prefer Instagram for
brand partnerships. Additionally, Instagram Reels have experienced a growth rate
across social media of over 8%, while other content formats have seen a decline.

Influencer marketing has quickly developed into a vital component of

today’s modern marketing tactics. With the increase in social media Growth Rate of Content use IG 2023 vs 2022
platforms, brands have discovered new ways to leverage creators
to connect with their target audiences and increase the prospecting Photo (single) -5.60%
of new customers. In 2023, influencer marketing experienced
Carousel -0.30%
unprecedented growth, with platforms like Instagram leading
the charge. This trend shows no signs of slowing down, indicating Reels 8.30%
continued expansion and influence in the future.
IGTV -2.10%

Other -0.30%

-10.00% -5.00% 0.00% 5.00%

Instagram Engagement Report 2024 22

Influencer marketing trends
Diversification of the creator communities From creators to brand affiliates:
1 2
what’s driving influencer programs that sell?
Collaborations between brands and micro- and nano-influencers are
becoming more common than merely with mega-influencers and More accuracy is being used to measure influencer marketing campaign
celebrities. This shift is driven by the authenticity and higher engagement success. Moving away from vanity metrics, brands are increasingly tracking
rates that smaller creators often bring. return on investment (ROI) along with additional sales data to ensure their
According to Upfluence’s data, brands now work with an average of 33.5 influencer programs produce tangible results.
creators per program on Instagram, an increase of 58% from the previous According to Upfluence data, the average order value of clients increased to
year. This diversification minimizes risks and maximizes reach across close to $146 in 2023 from $78 the year before, a growth of 87.3%.
different audience segments. This emphasizes how successful influencer affiliations can have a positive
financial result. Thankfully, there are no indications that this trend is going to
slow down; in Q1, there was a 10% quarter-over-quarter growth, hitting $160.47.
Instagram Follower Histogram

2,000,000 Average Order Value from Upfluence Influencer

1.78M Marketing Campaigns 2022-2024

1,500,000 $200.00
$160.47
1.1M $145.50
1M
1,000,000 $150.00
$101.75
$91.80 $96.60
$100.00 $77.70
500,000 370K $70.30
314K 326K
$50.00
37K 31K
0
<1K <1K- 5K- 10K- 50K- 100K- 500K 1M+ $0.00
5K 10K 50K 100K 500K -1M Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 2024

Instagram Engagement Report 2024 23

 Integration with e-commerce tech stack
3
Sales and e-commerce are becoming more and more
entwined with social media and influencer marketing.
Companies need to concentrate on creating the
most seamless accessible online buying experience.
Influencers leverage integrated shopping methods
on platforms like Instagram to boost direct sales in
addition to product promotion.

Upfluence’s research indicates that orders created

by Instagram producers have increased significantly,
totaling $238 million in aggregate value. This pattern
demonstrates how well the site converts followers into
paying users.

On average, a creator program now generates around

$35k. However, this number masks a wide variation
in campaign success. For Upfluence’s top 10% of
customers who fully embrace affiliation, the average
revenue per program was $248,000 in 2023, more than
seven times the overall average.

Instagram Engagement Report 2024 24

Top 10 and top 100: Top Brands by Share of Voice on Instagram 2023

How Instagram is boosting brand 8%

6.63%

mentions and engagement 6%

4.57% 4.54%
We analyzed all brand mentions made by creators on Upfluence, 3.95% 3.86%
4% 3.75%
examining a total of 937 million posts from eight million creators.
We looked at the top 100 brands mentioned and the total amount of 2.33% 2.20% 2.16%
2% 1.79%
interaction that creators produced. In comparison to the other top 99
brands during the study period, a brand’s share of voice indicates the
percentage of mentions or engagement it received. 0%
Zara Shein Amazon Fashion H&M Nike Gymshark Disney Chanel Yves
Influencer marketing continues to be concentrated on Instagram, Nova Saint
particularly in the fashion sector. Leading businesses in 2023 included Laurent

Fashion Nova, Adidas, and Zara, demonstrating the platform’s

usefulness for industries that rely heavily on images.
2022 Share of Voice Mentions vs. Brand Name
In 2023, fast fashion dominated the
list of most discussed brands, taking 8%

four out of the top five positions. 7.30%

Zara continues to be the most talked 6% 6.03%

about brand, with Shein, Amazon,
4% 4.24% 4.18% 4.01%
Fashion Nova, and H&M following
closely behind. 2.93%
2.50%
2% 2.07% 1.85% 1.81%

0%
Zara Shein Nike H&M Fashion Amazon Gymshark Chanel Gucci Disney
Nova

Instagram Engagement Report 2024 25

Nevertheless, growth isn’t limited to well-known brands.
This year, newcomers have also made noteworthy Newcomers 2023 Share of Voice
breakthroughs into the top 100. Notably, we see the
.60%
appearance of Sezane, after a sharp rise to the 58th
position on the list of most cited brands. SheGlam,
Kwadron, Armani, Cos, and YougLA come in at 72, 80, 81, .40%
and 83, respectively.

.20%
Fashion Nova is the undisputed leader in terms of
engagement, closely followed by Adidas and its team
of extremely powerful athletes. Zara keeps up its good 0

showing, taking third place. As a result of their long- Sezanne SHE- COS Armani Kwandron youn- SKIMS Oner Free UGG fkirons
GLAM gla Active People
standing practice of working with a small number of really
powerful ambassadors, luxury companies also stand out.
This allows them to capitalize on the influence of fewer but
more well-known and prominent creators. Ranking difference 2023 vs 2022 Engagements vs. Brand Name

This year, a number of non-fashion brands have achieved

25 23
notable advancements in the top 100 for creator
engagement. Notably, Disney has moved up 23 rankings, 20
15 15
Amazon has moved up 15 spaces, and Loewe has moved 14
15 13
up 15 positions as well. 11 11
10 8 8 8

0
Disney Amazon Loewe Armani L’Oréal Rare Maybelline Spotify dijiglobal Alo Yoga
Beauty

Instagram Engagement Report 2024 26

What do the latest Instagram trends mean for brands? Influencer marketing is
a dynamic and effective
strategy that will impact
The creator economy drives growth Treat your creator campaigns
1 3 how brands advertise
for performance marketing. like paid media — A growth and
performance marketing channel. Through the application of best practices
More than ever, influencer marketing is proving to be
and constant observation of new trends,
a powerful driver of growth for brands. By leveraging Ongoing refinement is essential. It’s critical to
brands can fully leverage the potential of
the authentic connections that influencers have with keep an eye on every piece of content while
creators to expand their client base and
their followers, brands can tap into highly engaged collaborating with creators on long-term projects
increase revenue. The secret is to use
audiences to find new customers. Brands are or multiple assignments in order to guarantee
data wisely, build genuine connections,
better able to analyze and optimize their influencer success. Key performance indicators (KPIs)
and keep an open mind in order to
marketing initiatives as data-driven strategies get including engagement rates, click-through rates,
adjust to the always-changing social
more sophisticated, guaranteeing that every dollar comments, and — most importantly — sales
media marketing environment.
invested in these programs leads to quantifiable conversions should be monitored. With this data,
business growth. brands can optimize their strategies in real time
for improved performance and increased return
Unlock your data to increase ROI. on investment.
2
It is essential to use data to inform campaign
Be aware of ethics and laws when
strategy and influencer selection. Brands may 4
determine which influencers are most aligned with working with creators.
their brand by examining indicators like growth It is imperative that influencer marketers follow
rates, follower demographics, and engagement all applicable laws and ethical guidelines, as
rates. In any case, sales data is fast becoming the the creator economy confronts escalating
most important measure for e-commerce brands to regulatory demands. Advertising laws must be
assess the success of their campaigns. followed by brands and influencers, and this
includes disclosing sponsored content in an
obvious manner.

Instagram Engagement Report 2024 27

CLOSING

Fostering community Connect with

on Instagram is your audience on
better for business Instagram
Spend less time monitoring social media,
If your brand isn’t one of the 200M+ on Instagram, it’s time to spin up your account and and more time nurturing relationships.
start posting — 70% of shoppers turn to Instagram to make purchases. And, of the 2B+
Instagram users, 80% follow brands. People are excited to connect with brands they Run all your social media campaigns from
believe in and want to support companies that share their values and post content that one central location.
they can relate to.
Never miss a mention, especially from people
As you plan your Instagram strategy, lead with authenticity, experiment with humor, and who matter most.
don’t be afraid to show your brand’s true colors and lift up the voices of your community.
Attribute business value to social media.

Try it now

Instagram Engagement Report 2024 28

Methodology
We surveyed 600+ global Instagram marketers at B2B, B2C, and B2B/B2C companies in January 2024 to gain the insights for this report.

Regions represented include North America, the UK & Ireland, and Asia. Respondents represented company sizes of 1-1,000+, and annual revenue between under
$1M-$49.9M. Industries represented include for-profit organizations, non-profits, and government organizations, and a mix of B2B, B2C, and B2B + B2C companies.
Marketers surveyed had an annual income spanning under $50K-$150K+, role levels included Director+, general marketers, people or project managers, volunteers,
interns, and consultants, and ages spanned 18-55+.

Report created in collaboration with CXD Studio.

www.cxd.studio • [email protected]
Instagram Engagement Report 2024 29