A study confirms the decline in interaction on Instagram since May 2019

One study claims that overall Instagram engagement has declined and declined sharply since early May 2019. Trust Insights, a marketing and data consulting firm, analyzed more than 1.4 million Instagram posts from the beginning of January to mid-June. The study defines engagement rate as the total number of interactions on a post divided by the size of the following at the time of posting.

Here are some of the study's key findings: As of mid-April, the average maximum engagement rate for accounts included in the study was 1.54%. The engagement rate is now hovering around 0.9%, which is 1.1% lower than the beginning of this year, and in addition the average number of interactions has decreased by 18% since the beginning of the year. According to the study, brands are experiencing this decline in engagement as well as individual influencers or so-called influencers.

Fashion influencers went from a maximum engagement rate of 4.3% on February 17th to a minimum of 2.4% engagement on June 20th. This represents a 44% drop in engagement, meaning influencers were hurt more than brands. The study offers no insight into the reason for the decline, noting that there have been no substantive changes to the API.

If you market your business on Instagram, know that you are not alone if your posts have received interactions within the past month. This study did not consider the Stories feature, which was not included in the study and could be used to promote posts shared by users.

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