The world of digital marketing is in constant flux, and staying on top of emerging trends is critical for local businesses to remain relevant and competitive. In this article, we'll delve into the key findings of Metricool's 2023 Instagram Study, shedding light on how professionals, content creators, and brand accounts are utilising this leading social platform. These trends and insights provide valuable information for local businesses to effectively adapt their digital marketing strategies.
The 2023 Instagram Study
Metricool has unveiled its 2023 Instagram Study, which is based on a comprehensive analysis of 316,394 professional Instagram accounts, 2,518,408 posts, 9,419,426 stories, and 1,068,716 Reels, gathered over a month in June 2023.
One of the key takeaways from the study is the significant increase in the data sample compared to the previous year. This provides a more accurate and reliable insight into Instagram trends. The study also distinguishes between small and large accounts, and these categories are not solely determined by the number of followers. A small account can fall within the range of 10K to 50K followers in relation to a larger account with 50K to 45M followers. This distinction is important when analysing the data.
Key Trends in Instagram 2023
1. Reels Remains Relevant but with Reduced Reach
Despite Reels remaining the format with the highest reach and interactions, the study reveals a significant decrease in its reach compared to the previous year. The average reach of Reels is still double that of regular feed posts, but this figure has decreased by up to 76% compared to last year. This decrease is partly due to the increased creation of Reels, which reduces individual reach.
2. Carousels Outperform Image Posts
Carousels rank second in terms of reach and interactions, surpassing image posts. Interactions on image posts have decreased by 17.51% compared to 2022, and brands and creators have increased the posting of carousels in the feed.
3. Posting Frequency and Number of Followers
The study shows a consistent trend: accounts with a higher number of followers have a higher posting frequency, both in stories, Reels, and feed posts. This suggests that higher posting activity is related to faster follower growth.
How to Utilise the 2023 Instagram Study
While the study provides valuable insights into general Instagram trends, it is essential for local businesses to also conduct an analysis of their competitors and accounts they aspire to emulate. This allows for the adaptation of the study's conclusions to a specific strategy.
Posting Frequency and Content Types
The study shows that all professional Instagram accounts, regardless of size, have increased Reels posting in the past year, with growth ranging from 35% in small accounts to an impressive 93.50% in larger accounts. Despite this, stories, image posts, or carousels remain the most frequent content types.
Content Reach by Type and Account Type
The study also highlights a widespread decrease in the average reach of all posts compared to the previous year. Reels experienced the largest decrease, with a 76.88% reduction compared to 2022. Image posts also experienced a significant decline of 16.40%, while stories remained more stable, with an 11.80% decrease. Surprisingly, smaller accounts managed to increase the reach of their stories.
There is a correlation between reach and interactions. Posts with higher reach tend to generate more interactions, underscoring the importance of optimising the posting strategy to reach more followers.
Best Times and Days to Post on Instagram
The best times for posting on Instagram remain consistent over time. 8 PM stands out as the peak activity hour, closely followed by 3 PM, even on weekends. On the other hand, 5 AM is considered the least favourable time to post, and after 10 PM, there is a significant drop in activity. Mondays and Thursdays are identified as the best days to post, although a detailed analysis is recommended to better understand variations.
The 2023 Instagram Study provides crucial insights into emerging trends on this leading social platform. For local businesses, adapting to these trends is essential to stay competitive and effective in their digital marketing strategies. Leveraging the power of Reels, considering the use of carousels, and optimising posting frequency are some of the keys to success on Instagram in 2023. Additionally, analysing competitors and tailoring these trends to the specific needs of each business are fundamental steps for successful digital marketing in the current era.