Metricool has just presented its , a report carried out with the aim of better understanding the annual evolution of the social network, thus being able to understand where its trajectory is heading. Information is power and, in a scenario like that of networks, it is convenient to have as much information as possible to learn and adapt to trends, as well as take advantage of the formats that most attract users.
Through the monitoring of 185,671 Instagram accounts, this study yields conclusive results on the use of this platform during the current year. We go with them!
Reels is consolidated as the jewel in the crown of Instagram
The star format of Instagram this 2022 are the reels. The social network has increased its commitment to these short videos, which have their own section within the platform. In fact, seen its success. But, this is not something that we say, but the data speaks for itself.
Reels obtain reach figures well above those of traditional posts or stories in all ranges of number of followers. For example, in the case of accounts with 0 to 500 followers, the reach of reels is more than 1,200 times greater than that of posts. For its part, the scope of the posts is greater than that of the stories, which are relieved to last place.
Taking into account the data from the previous year, the reach of the posts and stories has been reduced between 20% and 25%. Specifically, on average, the reach in stories has been reduced by 7.49% and in post by 22.35%.
A Despite this, data from the Metricool study reveal that all professional Instagram accountsregardless of its size, they bet on the content of stories to the detriment of reels or feed posts. The improvisation and instantaneity that characterize the stories as well as the simplicity when sharing them can be the causes of this behavior.
For its part, if we focus solely on the publications, discarding reels and stories, and we differentiate their three types (image, carousel and video), we appreciate changes with respect to 2021. For the first time, carousels trump image posts in terms of reach (achieve 25.71% more than the image post). Likewise, all these publications have seen their scope reduced, to a greater or lesser extent compared to the previous year.
Reels get more likes and saves but fewer comments than traditional posts
In addition to the scope, another valuable piece of information is related to interactions. We must not only reach people, but also get them to interact with our content. As the study shows, reels once again win against traditional posts in most possible interactions, likes and saves, taking a special distance in the latter case. Nevertheless, the posts achieve their particular victory in terms of the average number of comments obtained.
The majority of the publications continue to be images, although the percentage is reduced
6.3 out of 10 traditional posts are image posts, while the rest are carousels (2.5) and videos (1.3). If we compare these data with those of the previous study, we appreciate that, although they continue to predominate, image posts have been reduced. The same thing has happened to videos (which are not reels), while, on the other hand, carousel posting has increased.
If we differentiate 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 is revealed that they publish more videos.
8pm is the best time to post on Instagram
One of the formulas most coveted by content creators, brands and, let’s 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 study wanted to address this unknown and discovered that the best time is 8pm any daya figure that is maintained with respect to 2021. On the contrary, The worst time to post on Instagram is 5am.. The descending curve after 10pm should also be taken into account.
As to the best days themselves to publish, Saturday and Sunday stand out from the rest, although closely followed by Monday and Tuesday. We deduce, then, that users take advantage of both the start and the weekend to catch up on the social network.
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