Let's face it... it's not you, it's Instagram. The rumours are true: Instagram engagement is down for traditional posts. With the introduction of Reels, engagement has been declining year-over-year for carousel, single-image, and in-feed video posts.
And, suffice to say, users are not happy.
The good news? Everyone is in the same boat. We’re diving into why engagement is dipping on the ‘gram, and how to pivot your content strategy.
What Is Instagram Engagement?
In the simplest terms, Instagram engagement is the number of interactions your content receives on social media. These interactions can be broken down into:
Interactions on Stories stickers (polls, emoji slider, question, etc.)
Typically, engagement rates for feed posts are calculated by dividing the number of likes and comments (and sometimes saves or shares) by an account's total number of followers.
Why Has Instagram Engagement Dropped in 2022 for Feed Posts?
Instagram engagement rates have dropped for most accounts in 2022 due to three main factors:
Suggested Content in the Main Home Feed
Less Scrolling By Users
Reason #1: Instagram Reels
Instagram’s focus on Reels has meant that other feed formats have taken a hit in engagement.
So with traditional photos taking a backseat to Reels, it’s time to think about incorporating short-form video into your overall Instagram strategy.
Reason #2: Suggested Content in the Main Home Feed
There have been a lot of feed updates on Instagram recently — from the new Home feed views to the introduction of more suggested content in Instagram’s main Home feed. With this change, some posts may not get as much exposure as they once did — leading to a potential decline in engagement.
However, you can use suggested content to your advantage by using specific keywords (more on that, later).
Reason #3: Less Scrolling By Users
According to Forbes, Instagram was the second most used social app in 2020, with users spending on average 53 minutes a day.
But in 2022, our Instagram usage has shifted. Between the rise of TikTok and a general sense of social media burnout, there’s been a dip in how much time users are spending on the app.
According to Statista, the average time spent on Instagram in 2022 is 30 minutes a day. And even further — TikTok is now leading the pack with an average time of 45 minutes. While the number of people using Instagram continues to grow, the decline in time spent on the app does reflect a shift in how users are engaging with it.
5 Things To Do When Your Instagram Engagement Is Down
First things first — try not to take it personally. Engagement rates have taken a hit for everyone, but it’s not all gloom and doom.
The future of Instagram presents new storytelling opportunities and ways to promote your business.
Here are 5 ways to adjust your Instagram strategy to increase engagement in 2022:
Share More Instagram Reels
Put Keywords at the Heart of Your Strategy
Audit Your Followers and Remove Spam Accounts
Experiment With Different Carousel Posts
Post When Your Audience Is Most Engaged
And there you have it! Instagram is constantly evolving, so what once worked for your account might not work in 2022.
However, with an updated strategy, you can still see a growth in engagement on Instagram.
Try these tips, check your analytics, rinse and repeat.