Find Instagram’s average engagement rate in 2024. Instagram post’s average engagement rate industry benchmarks.

Brought to you by Mau, a Senior Instagram Marketing Specialist at eDigital.


Before you check out the average engagement rate on Instagram in 2024let me tell you something you have probably been turning a blind eye to…

Instagram may not be helping you reach your marketing goals

  • On average and across all industries, posts on Instagram reach only 5% of followers (If you are lucky!) and from there – if lucky – 2% of that 5% will engage with your post on average. This means if you have – for example – 100 thousand followers, you are likely to get 100 followers to interact with your post. 
  • You keep trying hard to build an audience on Instagram that you do not even own.
  • You cannot transfer your hard-earned Instagram followers to your best CRM software.
  • Your customer acquisition costs from Instagram ads are through the roof.

The solution

I can offer you the best digital marketing strategy training that will help you:


For 2024, it is predicted the average engagement rate on Instagram will continue the same as in the last couple of years: extremely low!

The below Instagram average engagement rates are based on an analysis of 63 million Instagram feed posts collected from 600k+ Instagram accounts in 30 industries. Excludes Instagram Reels and IGTV posts.

Animals 2.00%
Arts and Culture 1.82%
Design 1.69%
Education 1.48%
Entertainment 1.55%
Family and Children 1.23%
Fashion Apparel 1.24%
Finance and Business 1.34%
Food and Beverage 1.55%
Health and Wellness 1.39%
Home Decor and Furnishings 1.37%
Jewellery and Accessories 1.32%
Lifestyle 1.53%
Luxury 1.42%
Makeup and Beauty 1.19%

“The challenge for marketers is not only engagement. Reach has also become a major issue as the Instagram algorithm deliberately lowers your reach to get you to pay for ads so you get your followers to see your content”

Mau, Global Head of Marketing Strategy at eDigital 

Marketing 1.45%
Motivation 1.72%
Music 1.63%
News and Media 1.30%
Outdoors and Nature 1.91%
Personal 1.25%
Photography 1.99%
Real Estate and Construction 1.25%
Religious 1.77%
Restaurants 1.45%
Spirituality and Philosophy 1.92%
Sports and Fitness 1.75%
Technology 1.31%
Travel and Tourism 1.83%
Wedding and Bridal 1.38%

Source: Later


In all industries, the average was much higher for accounts with less than 10k followers as noted in the table below.

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Instagram average engagement rate industry benchmarks

Instagram average engagement rate industry benchmarks

Marketers are using > The best social media strategy plan template


CreatorIQ released an interesting report that shows how other social media platforms’ engagement rates compare with Instagram.

Social media platforms average engagement rates 2023 CreatorIQ

Social media platforms’ average engagement rates – CreatorIQ report 

This confirms all social media platforms (not only Instagram) average engagement rates are extremely low. 

Trending today > The best social media analytics tools

Marketers are also reading: The best time to post on Instagram.


All social media platforms’ business models are incredibly sophisticated “money extraction” machines.

Instagram will deliberately let you build a big organic reach, then change the algorithm to lower your reach and make you pay to get you the same level of reach you previously had for free. Even marketers working in some of the top fastest-growing industries are now having to spend a lot of money (boosting their TikTok videos) to reach their hard-earned followers.

Serious marketers and business owners who have taken my marketing strategy training sessions or are subscribed to my exclusive newsletter are already putting into practice real & proven marketing techniques to build audiences they own, increase their sales and not get distracted with vanity hashtagging.

The actual gains of increasing your Instagram posts’ engagement rate are minimal if you have not done the below key activities:

  • Crafted a top marketing strategy
  • Delivered optimal customer service
  • Offered unique experiences that make your most profitable customers talk about your brand
  • Met your key business and marketing objectives.

Two reminders:

  1. You do not own your audience on Instagram. You cannot transfer your hard-earned audience to another platform. Tip: You must build audiences on platforms you own. I will teach you how.
  2. TikTok wants you to pay for ads. Simple. The Instagram algorithm will deliberately make it harder to show your content to your followers for free. Stop wasting time and activate proven growth hacking techniques. I can show you this too.

eDigital can help you conceptualise, plan, develop, run and optimise successful digital marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.


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Mau is one of the most popular marketing consultants offering the best marketing strategy training and the best social media training. Top marketers use Mau’s popular Digital Marketing Plan and Social Media Plan templates

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