The reach of traditional Instagram posts decreases by 22.35% in just one year [Metricool] – Marketing 4 E-commerce

Metricolo just presented yours Instagram study 2022, a report created with the aim of better understanding the annual evolution of the social network, thus being able to understand where its trajectory is going. Information is power and, in a scenario such as that of networks, it is convenient to have as much information as possible learn and adapt to trends, as well as take advantage of the formats that most attract users.

By monitoring 185,671 Instagram accounts, this study produces conclusive results on the use of this platform during the current year. Let’s go with them!

Reels consolidates itself as the flagship of Instagram

The main format of Instagram this 2022 is the reels. The social network has increased its commitment to these short videos, which have their own section within the platform. In fact, given the success achieved, Meta is trying to repeat the formula on Facebook. But this is not something we say, but the data speaks for itself.

The reels get much higher coverage figures than traditional posts or stories in all ranges of number of followers. For example, in the case of accounts from 0 to 500 followers, the reach of the reels is over 1,200 times that of the posts. For its part, the reach of the posts is greater than that of the stories, which are raised in the last place.

Taking into account the previous year’s data, the reach of posts and stories has been reduced by between 20% and 25%. Specifically, on average, coverage in stories was reduced by 7.49% and in posts by 22.35%.

A Despite this, the data from the Metricolo study reveal it all professional Instagram accountsregardless of its size, they bet on the content of the stories at the expense of the reels or feed posts. The improvisation and instantaneity that characterize the stories as well as the simplicity in sharing them can be the causes of this behavior.

For its part, if we focus exclusively on publications, discarding reels and stories, and differentiate the three types (image, carousel and video), we appreciate the changes compared to 2021. For the first time, carousels prevail over image posts in terms of reach (reach 25.71% more compared to the image posted). Likewise, all of these publications saw their reach reduced to a greater or lesser extent than the previous year.

Reels get more likes and saves but fewer comments than traditional posts

In addition to scope, another valuable piece of information is related to interactions. We must not only reach people, but also convince them to interact with our content. As the study shows, the reels once again win against traditional posts in most possible interactions, likes and saves, taking a special distance in the latter case. However, posts get their particular win in terms of the average number of comments they get.

Most publications continue to be images, although the percentage is small

6.3 out of 10 traditional posts are posts with images, while the rest are carousels (2.5) and videos (1.3). If we compare this data with that of the previous study, we appreciate that, although they continue to predominate, image posts have been reduced. The same thing happened to the videos (which are not reels), while, instead, the publication of the carousel has increased.

If we distinguish between small and large accounts, we see that 71% of the publications of the former are images. In the case of large accounts, this percentage drops to 53% and it turns out they post more videos.

8pm is the best time to post on Instagram

One of the most coveted formulas by content creators, brands and, to be honest, users in general, is the best time to post: valuable information that allows you to have an advantage over the competition.

Well, the studio wanted to tackle this stranger and found out the best time is every day at 8pmgiven that it is maintained compared to 2021. On the contrary, The worst time to post on Instagram is 5am.. The downward curve after 22:00 should also be taken into account.

As for the best days I was going to publish, Saturday and Sunday stand out from the rest, albeit closely followed by Monday and Tuesday. It is therefore deduced that users take advantage of both the departure and the weekend to catch up on social networks.

Image: Depositphotos

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