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In the ever-evolving landscape of social media metrics, understanding what constitutes a "good" engagement rate on Instagram has become increasingly complex. As we move through 2025, the platform's maturity and algorithmic changes have significantly impacted how engagement works. Let's dive deep into the latest data to understand what numbers you should actually be aiming for.
Average Engagement Rate On Instagram
The latest data reveals a significant shift in Instagram's engagement patterns, with the platform registering a 28% year-over-year decrease in engagement. As of 2025, the overall average engagement rate stands at 0.50% - but this number alone doesn't tell the full story. When considering what is a good engagement percentage on Instagram, we need to break it down by content type:
Carousels lead with 0.55% average engagement
Reels follow at 0.50%
Static images trail at 0.45%
However, these numbers vary dramatically based on account size and industry. For instance, The average engagement rates for Instagram influencers differ based on their follower count:
Nano-influencers (1-10K followers): 3.45% average
Micro-influencers (10-50K followers): 3.12% average
Macro-influencers (100K-500K followers): 2.37% average
Mega-influencers (500K+ followers): 1.93% average
What is a Good Like to Follower Ratio on Instagram
The traditional benchmark of measuring likes against followers has evolved in 2025. Current data suggests that a healthy like-to-follower ratio varies significantly by account size:
Small accounts (under 5K followers): 8-10% ratio is considered strong
Large accounts (100K+): 3-4% indicates strong performance
What is a Good Engagement Rate on Instagram Stories
Story engagement metrics have shifted substantially in 2025. Recent data shows that smaller accounts (under 10K followers) are seeing a 35% increase in Story reach rates, while mid-size brands (50K-200K followers) maintain a stable reach rate of 1.6%. For Stories specifically:
Reply rate: 5-7% indicates strong engagement
Tap-forward rate: Below 70% is optimal
Exit rate: Under 20% suggests compelling content
The Platform Reality in 2025
When evaluating what is a good reach rate on Instagram, current data indicates that reach rates vary significantly by content type. Reels are showing the highest reach potential for small-to-middle-sized accounts (under 50K followers), while carousels demonstrate superior reach for larger accounts.
For brands wondering what is a good engagement rate on Instagram for brands, the breakdown by industry provides crucial context:
Media and Entertainment: 2.0% average
Consumer Goods: 1.8% average
Healthcare: 1.6% average
Financial Services: 1.8% average
Growth and Impression Metrics
Understanding what is a good follower growth rate on Instagram has become increasingly important. The latest data shows:
Small accounts (1K-5K followers): 38% average growth rate
Mid-size accounts (10K-50K): 33.8% average growth rate
Large accounts (100K+): 27% average growth rate
When it comes to what is a good impression rate on Instagram, the numbers break down by account size:
1K-5K followers: 590 average impressions per Reel
5K-10K followers: 1,078 average impressions per Reel
10K-50K followers: 2,424 average impressions per Reel
50K-100K followers: 5,409 average impressions per Reel
Advanced Metrics to Track in 2025
Beyond basic engagement rates, sophisticated marketers should track:
Content Velocity: The rate at which your content generates meaningful interaction within the first hour of posting
Save Rate: Emerging as a crucial metric, with carousel posts leading at an average save rate of 3.4%
Cross-Format Performance: How your content performs across different Instagram formats (Feed, Stories, Reels)
Looking Forward: Engagement Trends
The landscape of Instagram engagement is evolving rapidly. Key trends to watch include:
The continued dominance of video content, with Reels showing the strongest engagement potential for accounts under 50K followers
The emergence of carousel posts as the most saved content type, indicating a shift toward more educational and reference-worthy content
The growing importance of story interactions as a meaningful engagement metric
For brands and Instagram influencers looking to optimize their engagement in 2025, several key strategies emerge from the data:
Focus on Format Diversification: While Reels show strong performance, the data suggests that a mix of formats, with an emphasis on carousels for educational content, yields the best overall engagement.
Audience Size Optimization: The inverse relationship between audience size and engagement rate suggests that maintaining highly targeted, relevant audiences may be more valuable than pure follower growth.
Industry-Specific Benchmarking: Rather than aiming for generic engagement rates, focus on beating your industry's specific benchmarks, as these vary significantly across sectors.
Conclusion
While average engagement rates on Instagram have declined overall, the opportunity for meaningful engagement remains strong for accounts that understand and adapt to these new benchmarks. The key lies in understanding your specific context - your industry, audience size, and content type - and optimizing within those parameters rather than chasing broad averages.
Remember, these numbers represent averages and benchmarks - your specific goals and audience characteristics should ultimately guide your engagement rate targets. Focus on building genuine connections with your audience, and the engagement will follow naturally.