PUBLISHED
January 31, 2018 Last updated on July 9th, 2018
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It might seem like a long time ago already, but we’ve only really just said goodbye to 2017 , and now 2018 is stretching out in front of us, full of possibilities – especially when it comes to Instagram marketing! But in order to understand how to improve your Instagram marketing strategy this year, you first need to understand what worked last year. In this article, I’m focusing on the key Instagram marketing trends and benchmarks that defined the platform in 2017.

To kick off the New Year, the team at Iconosquare delved into a fair bit of data, including Instagram statistics from the Iconosquare database, to really understand how brands and individual users are navigating the world of Instagram right now.

Instagram Marketing Trends & Benchmarks for 2018: Free Report

Digging for data

The final Instagram Marketing Trends & Benchmarks 2018 Report looks at:

  • A typical user profile and the different types of accounts on the platform (public, private and business)
  • The most widely-used post formats and features, including filters, hashtags, and geotags
  • Average KPIs across a range of industries, from fashion to travel to entertainment.

And lots more!

Here are a few key takeaways from the report:

Instagram Marketing Trends & Benchmarks for 2018: Free Report

Instagram Marketing Trends & Benchmarks for 2018: Free Report

 

A Typical Instagram User

Typically, your average Instagram user has 156 posts, 648 followers, and is following 359 accounts.

Instagram Marketing Trends & Benchmarks for 2018: Free Report

Most and Least Used Filters

You might be surprised to learn that ‘normal’, or no filter, is used on Instagram posts 89.5% of the time! Of course, that’s not to say users aren’t editing their photos – with the rise of editing apps like A Colour Story and VSCO, many are adding filters and improving their pics before uploading them to Instagram. The filter shown the least amount of love last year was Toaster, chosen in only 0.002% of cases. Poor Toaster 😞

Instagram Marketing Trends & Benchmarks for 2018: Free Report

Median Engagement Rate

Photos seem to be the most engaging type of content on Instagram, in comparison to videos and carousels. One explanation for this is that videos in the feed tend to receive fewer likes, with ‘views’ being the main metric users focus on when uploading a video. Check out the median engagement rates across each type of media below:

Instagram Marketing Trends & Benchmarks for 2018: Free Report

Want the full picture? Download the 2018 Instagram Marketing Trends and Benchmarks Report for even more stats and insights!

Instagram Marketing Trends & Benchmarks for 2018: Free Report

About the author
Caitlin Hughes

Caitlin Hughes

Caitlin is a Content Marketing expert at Iconosquare, based in Berlin. She’s passionate about creating ROI-driven content strategies and sharing her best tips on social media marketing. She’s also into true crime, loves ‘80’s music, and spends too much time online shopping.

More posts by Caitlin Hughes

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