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2024 Instagram Study
Essential Instagram guide for professionals. Trends and evolutions to monitor after analyzing 391,490 accounts, 5,608,075 feed posts, 3,614,692 Reels, and 23,626,298 Stories.
Metricool’s annual Instagram study has arrived. The roadmap to Instagram’s 2024 evolution for marketers, social media managers, brands, agencies, and content creators.
- Which format garners the most reach?
- What content format do brands publish the most?
- Is 8 pm still the best time to post?
- How often do brands post content?
Download the Instagram study to analyze, discover, and draw your conclusions through the data.
2025 Instagram Trends Predictions
How do brands and creators use Instagram daily? Nearly 400,000 professional accounts were put under the magnifying glass to answer the most commonly asked questions and extract the most powerful insights of today, and trends for 2025.
Compare with similar-sized accounts to benchmark your Instagram goals
The evolutionary data depends on the account size, based on the number of followers. For this purpose, we have divided the data set as follows.
Our tip: Compare your account with similarly sized accounts in the data set to directly compare profiles, such as average metric performance and weekly posting frequency.
How Has Instagram Changed in 2024? General Data
The Instagram study data shows a resurgence of smaller creator and brand accounts. This coincides with Instagram CEO, Adam Mosseri’s, statement about algorithm changes in a May 1st Threads post. Mosseri confirms that it no longer matters who publishes (regarding account size) but what they publish. This is the network’s push to equalize all content creators and brands regardless of the number of followers. That being said, content quality is more important than follower quantity.
While many have debated that growing on Instagram is impossible, the algorithm changes depreciate this argument. Now, accounts of all sizes have the same possibility of their content being dispersed amongst user’s feeds. In Mosseri’s words, “smaller creators have a better chance to break through.”
With the data in your hands, conclude and view the best practices section at the end of the study with actionable tips and strategies.
2024 Instagram Study Data Set
How was data collected for this Instagram report?
We analyzed 391,490 professional Instagram accounts, both business and creator. Within the analysis, we extracted data from:
Reels clarification:
During the study, you will see two types of Reels. As Instagram identifies all video formats as Reels, we differentiate Reels shared in the main feed (Reels in the main feed) from Reels shared exclusively in the Reels feed.