Instagram Posts Not Doing So Well? Study Shows How to Maximize Performance

author image Written by: Rob May           Categories - In The News, Social Media

Study Shows How Emojis, Videos and Caption Lengths Affects Instagram Post Performance

A new study of Instagram post performance was conducted by Quintly, a social analytics platform. The study analyzed 5.4 million posts, and 34k Instagram business profiles throughout the month of January 2019. The study gives an overall insight on how these profiles are using the platform and what kind of content drives engagement in a landscape that is shifting fast.

Takeaways from the Report

Post Type

Although users have the choice between videos, images, and carousels, images remain the top format preferred by Instagram users, accounting for 68% of all published posts.

Quintly instagram post typegraph
Source: Quintly
However, it was noted that profiles with a higher follower count tended to post more videos. In fact, the bigger a profile was in terms of followers, the more videos it posted. According to Quintly, by prioritizing images over videos and carousels, smaller businesses are missing out on serious opportunities, as video posts receive up to 49% higher interactions than other formats.
Quintly post type interactions comparison drawing
Source: Quintly
The clear takeaway from this is that brands looking to maximize their performance should include more videos and even carousels in their Instagram strategy.

Post Lengths

More than just types of posts, the study also shed some light on captions, and whether caption length has an impact on post performance. The study showed that there is a visible trend of publishing descriptive posts as 67% businesses use more than 150 characters and 35.8% over 300 characters for their captions.

Quintly distribution of post lengths graph
Source: Quintly
So, is there a correlation between profile size and post length? Surprisingly, for profiles with a large following (1-10 million followers), posts with no captions at all can still garner strong interactions. But for users with smaller followings, captions with 1-50 characters tend to receive more interactions.
Quintly post lenght average interactions graph
Source: Quintly
Therefore, it’s clear that brands need to adhere to this rule if they want to improve their interactions.

The Use of Emojis

Quintly also looked into the use of emojis in Instagram posts, and whether they helped to drive interactions. The report stated that “the higher the number of emojis used, the higher the amount of interactions.” It also asserted that businesses are currently not using enough emojis, as 52.3% of all Instagram posts do not include emojis at all. This research shows that no matter the size of the Instagram account, posts that don’t include any emojis receive the lowest interactions.

Quintly average interactions graph
Source: Quintly
emojis can have a positive effect on your posts as they often go along with more interactions, Overall, this is an indication that Including emojis in posts should benefit businesses.

The Use of Hashtags

The final part of the study analyzed the use of hashtags in Instagram posts. Predictably, the smallest profiles in terms of followers used the highest number of hashtags in their posts, which contained an average of 4-10 hashtags. Meanwhile the bigger profiles (10m+ followers) used much fewer hashtags. Quintly concluded that the bigger your audience, the less likely you’ll need to use hashtags. But for the  majority of users, using more hashtags is a better option as it provides more exposure.

Quintly hashtag average interactions graph
Source: Quintly
All in all, how your business performs on Instagram will come down to the various, specific elements you choose to enact, but these findings can help you improve your performance and maximize your results. You can access the full data here.

Rob May

Twitter: Verification Check Mark Will Cost You More


These days Twitter is all over the news. The social media platform has become Elon Musks’ most recent investment making him the owner.

That also means he’s running the show over at Twitter. As we’ve already seen through his abrupt employee layoffs, he’s making cuts where he can save money. He’s also introduced several features that may further monetize content on the app.

Read More: The Future of Twitter’s Monetization 

Take a Twitter Blue Account or Don’t

Speaking of money, the latest change that Musk wants to make to Twitter is combining that little blue check mark for verified users into the Twitter Blue subscription. Instead of blue check marks being unattainable for some, now users can decide to pay $8 per month.

Elon Musk tweeted about this change on November 1st, here’s what he had to say.

For those of you who already have a blue check mark, you have 90 days to sign up with Twitter Blue or you’re not going to have a check mark anymore. Currently, the Twitter Blue subscription costs $4.99 for a set of premium features.

Price Hike For Verified Users

If you are a verified user than the recent announcement of a price hike can be frustrating to hear. In terms of price hike’s its look like Twitter Blue is going to skyrocket to $19.99 per month, reports The Verge.

Read More: Twitter Communities Visible On Profile!

The reason for such a jump in price is Musk’s push to create the Twitter Blue subscription as an all-encompassing premium subscription. His main reason for this is to weed out the bots and ensure that users are real people.

All in all, Twitter users with check marks have a decision to make, to keep or not to keep.

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New Study On Google Search Zero-Clicks


Recently, a new study published findings about Google’s zero-click searches.

In the past, they’ve been made out to be more or less the problem when it comes to Search results. But Semrush’s study found that it was in fact another factor that was influencing the rates of desktop and mobile zero-clicks.

SEO Lingo: What are Zero-Clicks?

In the case of zero-clicks, it’s pretty much just as it sounds. With a few additional points that are important to know. Search Metrics defines zero clicks as “…queries in search engines…that do not send you to a third-party website from an organic search result.”

Read More: You Can Use Third-Party Cookies For An Extra Year

You might be wondering why SEO find zero-clicks to be a pain. Well, Search Metrics also says that “around 50 percent of searches currently end without a click on an organic search result.”

The Semrush Study Results

With this study bringing more information to light about search results you might be wondering about where in fact the clicks went.

Image Credit: SEMrush

In the image above is a breakdown of Google’s search findings for desktops. Based on these stats, one interesting factor is the google keyword rate, sitting at 17.9%. Search Engine Land reports that the majority of users searching “decide what to click on within 15 seconds.”

Read More: Five Changes Coming To Mobile Search

This sheds some light on the search decision-making skills. It appears as though if the results aren’t specific enough, then search won’t keep reading results. Instead, they will change the keywords used in their search, thus upping the zero-click rate.

For more details, you can read the full SEMrush study on their site.

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