It's not just your imagination: New data has revealed that the average engagement for traditional Instagram feed posts, such as photos, has decreased by 44 percent since 2019. This decline can be directly traced back to the introduction of Reels.
Instagram’s heavy-handed approach to Reels means that for many creators, there is huge pressure to pivot to short-form video content to maintain engagement rates. According to the study, Later’s average engagement rate on Instagram was about 2% in 2020. The company incorporated Reels into its social media strategy that year and today, with Reels, Later’s engagement rate is around 9%.
Engagement rates are typically calculated on Instagram by taking the total number of likes and comments on a post and then dividing that number by a creator’s follower count, reports . Engagement rates help influencers and brands set pay rates for brand deals, showcasing just how many followers a creator’s content reaches.
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