Digital Marketing Researches & Reports

2021 on Instagram: What Do the Numbers Say? | Hubspot

Branding | Global

For over a decade Instagram has been around, racking up one billion monthly active users, 25+ million business accounts, and a projected $18 billion USD in ad revenue this year.

According to the Instagram engagement report, Instagram is now a key business platform, supporting multinational brands as well as innovative entrepreneurs alike in achieving their brand engagement and growth goals

What Does the Instagram Community Look Like?

Instagram has been constantly evolving over the years to respond to the users’ changing expectations and business’ changing needs. Based on the Instagram report 2021, building a community of engaged followers is one of the most important – and the most difficult – things you can do for your brand.

Check the Latest Instagram Engagement Report 2021 | DMCAccording to digital strategist Jeff Bullas: It’s no secret that having more real followers on Instagram leads to higher engagement, website clicks, and sales for your business. But growing a following on Instagram is harder and more time-consuming than ever.

Based on the Instagram engagement report, if brands want to effectively capture the attention of their desired audience, they need to maintain a balance between implementing new strategies that will help increase their follower count, as well as optimizing engagement and community-building efforts within their current followers base.

From global brands and influencers with tens of millions of followers to micro-influencers and casual consumers, Instagram’s user base varies across a wide spectrum of follower count groups.

Check the Latest Instagram Engagement Report 2021 | DMC

What Is Engagement and Why Is It Important?

Instagram engagement is considered to be the holy grail KPI of brand awareness on the platform for marketers.

Of Instagram’s 1 billion users, 68% and 66% have viewed the photo and video content from brands on the platform, respectively (BusinessofApps). But are those views translating into engagement with the brand?

According to the Instagram engagement report, you can calculate your engagement rate by adding up the average likes and comments that you receive per post, divided by your total number of followers. However, it’s important to keep in mind two caveats when measuring engagement:

  • A lot of different things can be considered as ‘engagement’ today.
  • There is no universal way to measure the engagement

Check the full “Instagram Engagement Report 2021” here and see what do the numbers say.

The Table of Content of “Instagram Engagement Report: 2021 on Instagram: What Do the Numbers Say?”:

  • Introduction
  • Methodology
  • Report highlights
  • WHO: What does the Instagram community look like?
  • HOW: Engagement
  • WHAT: Captions
  • Hashtags
  • Tags
  • WHERE: Location
  • WHEN: Time: global
  • Time: regional

Number of Pages:

  • 57 pages


  • Free


The data outlined in the following pages is based on an analysis of 100 million Instagram posts shared across 1 million users. To dive into differences in global communities and their Instagram habits, we also looked specifically at 2 million posts tagged with specific geolocations. You can find this data in the report Appendix.

This analysis was done to uncover trends about engagement, influencers, locations, caption length, and other insights that would be interesting and valuable to businesses, as well as marketers, around the world.

HubSpot, Inc.

Founded in 2006, HubSpot, Inc. is a developer and marketer of software products for inbound marketing and sales; offers a full stack of products for marketing, sales, and customer relationship management. HubSpot's products and services aim to provide tools for social media marketing, content management, web analytics, and search engine optimization and build the software and systems that power the world’s small to medium-sized businesses.HubSpot is headquartered in Cambridge, Massachusetts, and has offices in Ireland, Australia), New Hampshire, Singapore, Japan, Germany, and Colombia.


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