A 2022 Instagram engagement report, produced by Hubspot and a social media and monitoring platform, Mention, found that, among 1.3 billion active Instagram users, the United Kingdom ranks third as the country with the most posts published. 2021.
Engagement in the UK and Ireland exceeded last year’s global average, reaching 5.43%, almost double the 2020 global average of 2.26%. This year’s report findings showed that cities with smaller populations are better ranked by engagement, compared to the larger metropolis, as seen in our 2021 report.
Instagram users in the UK and around the world seem to prefer more local content and profiles as we move into 2022, which could be linked to closure orders in many areas around the world. There has been a change in the consumption of Instagram content, where municipalities like Shadwell are climbing to the rank of the most engaged geo-tagged location in the UK. When it comes to the type of content, users from the UK and Ireland are most involved throughout the year with content that uses hashtags related to closures and small businesses.
Francesca Chong, content manager, Mention, said: 4 “When we dive into engagement data on Instagram, it’s clear that the British are rediscovering our local treasure and the comfort of home. This has definitely been influenced by international travel, which has become so complicated with Covid’s latest restrictions. ”
Confidence in the news has declined among generations in the UK Edelman, 2022), despite declining national sentiment towards the media and news, the Instagram Engagement Report found this category the most popular to follow. It has thus significantly influenced the way the people of the UK and Ireland have consumed the news in the past year.
The 50 best profiles in the UK and Ireland were a combination of brands, comedy pages, sports personalities and the media. Among the top 10 accounts, the BBC is ranked as the second most popular Instagram account for British and Irish users, with the largest number of followers; with The Economist (4th), BBC Radio (10th) and Bazaar UK (11th) near. The average number of followers by business category was led by publishers, such as BBC News. Publishers are ranked 3 times higher than the second and third place categories, Transport and Accommodation (2nd) and Celebrities (3rd).
- The global average engagement rate in 2021 was 5.86%, which is more than double compared to 2022 to 2.26%. The most monitored accounts, globally, are becoming more diverse, and India, Brazil and Korea are particularly well represented.
- Video is the most interesting type of content, bringing an average of 24.25 comments and 1,097.9 likes per post
- The global top 50 consists of 41 celebrities and only 9 brands, including Instagram itself
- The eight best brands are focused on sports, travel, space and nature
- Top orders are bigger than ever – more than half have 100 million followers
More than 109,534,641 Instagram posts and 10,359,460 users were analyzed to identify trends in engagement rates, hashtags and other insights that are important to both brands and retailers.
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