Not all brands are equally affected by the collapse of engagement

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The poor engagement rates of brands on Instagram contrast, however, with the interaction rate on TikTok, which was 5.69% last year.

The engagement rate achieved by brands on TikTok is a rare sight in the 2.0 world, as the interaction rate on Facebook and Twitter is also below 1%.

Rival IQ emphasizes that engagement ratio is the dominican republic phone number data most appropriate metric for evaluating brands’ performance on Instagram (or at least it is preferable to independently examining likes, shares and followers because it helps advertisers more accurately analyze the goodness of their actions relative to their rivals in the market).

Although the findings of the Rival IQ study are in many ways bleak for brands, the report does offer a ray of hope. There are certain industries that are more likely to benefit from engagement on Instagram than others . Sports teams and brands in the education sector are the advertisers that get the most engagement on Instagram.

In addition, Reels are also very successful in a number of industries (retail, health, beauty, food and drink, for example) . Inspired by TikTok's short videos, Reels have made a triumphant entrance on Instagram and have even dethroned the popular carousels as the format that attracts the most interactions for many brands in Meta's subsidiary.