This study has been huge. 100 Million Instagram posts have been studied and a comprehensive report has been developed.
Short caption? Long caption? This has been always an important question. Some experts say that short captions are better because people do not read long texts anymore. Some say that long captions are better because Instagram is now behaving like a search engine and the caption is important for search results.
Now this study has some interesting data for you: You are probably not using long enough captions on your Instagram posts.
That’s one of the important findings of a study out today, May 13, that analyzed more than 100 million Instagram posts from a million users.
Top Findings Based on the Report:
Caption Length: The caption length that gained the most engagement came in between 1,000 and 2,000 characters.
Post Type: Carousel posts have overtaken both single image and video updates as the most engaging type of posts.
Engagement Rate: Based on the report, the average engagement rate of an Instagram post of any kind in 2020 was 2.26%.
Consider the quote:
When we consider the median engagement rate, which allows us to exclude highly influential accounts, this 2.26% goes down to around 0.84%. The report suggests that 50% of Instagram users have an engagement rate per post of less than 1%.
Always keep in mind that these are very broad global averages, and you should always monitor your own community. These reports can give you a starting point.
The study was done by Mention and Hubspot, and can be downloaded here.
