Brands usage of Instagram rose in Q3 22

Reels performs the best on Instagram.

The usage of social media platform Instagram increased for the brands industry, a report from marketing agency, Emplifi, showed.

Emplifi said it is in line with the global trend that the number of followers on the photo and video sharing app rose by 1% in the third quarter (Q3) of 2022.

When it comes to audience size, the median number of followers for Instagram accounts in brands is lower than the number of fans for Facebook.

However, the activity volume as well as user engagement on Instagram is higher than on Facebook.

Reel performs the best on Instagram with 41 median post interactions, 17 more than the second highest post type.

In Asia and the Pacific, Instagram and TikTok dominated the brands industry. In fact, Instagram Reels outperformed all other post types since the start of 2022, with 80% of brands on the platform published at least one real in Q3 22.

The Emplifi study has a minimum threshold is 50 profiles on Instagram and 50 pages on Facebook.