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Instagram study
This is how often you should post in a week
Later’s Instagram study looked at how often to post to achieve the highest engagement and reach rates. In the process, 81 million Instagram posts were used as the basis for the study. Find out what the result is in our Instagram tutorial.
Instagram study by "Later" - This is how often you should post in a week
For the study, the social marketing platform “Later” on which you can plan, analyze and publish content, evaluated 81 million Instagram posts and looked at which account size should be posted how often to get the highest possible engagement and reach rate. The reach rate is calculated by dividing all reached accounts by the number of your followers. The engagement rate was redefined in this study. Later, in fact, divided the likes and comments of a post by the number of followers. Since they did not have access to the exact Insights data, they did not include Safes in this.
How often you should post depends on your subscriber count
In addition, stories and reels were also not included, although they are known for their high reach. The study only considered posts in the feed. They found out that accounts that have under 1000 followers should post 14 times a week to get an optimal reach rate and reach. For accounts from 1000 to 250,000 followers, they found that 14 – 20 posts per week brought the highest reach rate. However, the highest engagement rate was achieved with only one post per week. For accounts with 250,000 followers or more, one post a week was enough to get the highest engagement rate and the highest reach rate.
Instagram study - Our conclusion
Our conclusion is that you should not, however, follow this 100 percent, because otherwise it quickly comes to the fact that no more value is placed on the quality. If you can’t post 14 times a week, then post less and in very good quality. Provide value to your followers rather than just producing content. The results of the study are nevertheless helpful, as they clearly show that Instagram rewards accounts with reach that post more frequently. Of course, a middle ground would be optimal. As we’ve mentioned in other videos, make sure you don’t spam your followers, because it’s annoying and can be the reason why they unfollow you. However, still post frequently enough to get a high reach. In our opinion, engagement rate is more important than reach rate, because high engagement also brings higher reach on Instagram. Therefore, it is not easy to set a specific number. Here niche, size and quality play a big role. Nevertheless, it can be said that for accounts up to 1000 followers, frequent posting makes sense. However, if you are aiming for long-term success, you will not be able to avoid a holistic strategy.
As a social media agency, we at eBakery are happy to help you with your social media strategy. Please make an appointment directly.
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