A study on Instagram says video posts receive twice the engagement than the other post types.

Instagram is constantly changing! From algorithm updates to latest trends, everyday something new is happening. For us at CRUX, one of the best social media agencies in India, Instagram is a strong tool to boost our client’s performance on the Internet. More than 80% of the business users consider engagement the most important metric for boosting the business online. The reason behind using Instagram is also that most of the population is now on Instagram today. The popularity of Instagram among the user supports a high conversion rate and helps businesses like e-commerce, and more in generating revenue. According to the research done on 48,065,694 Instagram posts from 306,278 top users by HubSpot, the video posts receive 2X engagement than the other post types.

Here CRUX Creative Solutions, the leading online marketing company in Delhi NCR presents some key highlights of the study.

Likes & Comments:

The average Instagram post gets 5,963 likes, which differs from the number of likes received by highly influential users. The median number of likes is closer to 100 that suggest 50% of users receive less than 100 likes for the average post. On the other hand, video posts have received the highest number of likes and overall engagement over the years.

In terms of comments, the average Instagram post receives 100.34 comments. Video posts receive an average of 150 comments. These facts differ from the average number of comments on viral videos. As per the study, the median number of comments per video is four, which means more than 50% of total users receive less than four comments per video post.


The HubSpot study says that the average Instagram post contains at least one hashtag. Using more hashtags may increase your visibility, but it decreases the average engagement rate. Ultimately, hashtags are not about quantity they are about relevance. Therefore, using more than five hashtags on the Instagram post is not advisable.


According to the HubSpot research data, 46.6% of Instagram users have less than 1,000 followers. Around 33.5% of users have between 1,000 -10,000 followers. Whereas, only 9.8% people have 10,000-50,000 and 2.7% have 50,000-100,000 followers. These data and figures should be a major concern when you are creating a new post for your business on Instagram.

Perhaps, these facts will give clarity to your thoughts while creating posts for Instagram. Stay Tuned to know the latest trends by the Social Media Marketing Agency in Delhi Gurgaon, Crux Creative Solutions Private Limited.

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