Regional Instagram Post Benchmarks for Sweden

The 2023 Instagram Benchmarks Report

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What happens when we break down the data by type of content and location? Here are the performance benchmarks for influencers located in Sweden.

Note that Instagram only released their Reels API in June 2022. Because the performance data on Reels were only available from then, the benchmarks you see below start from July 2022.

Regionally: Carousels were the most popular type of Instagram post

Influencers in Sweden published Carousels most frequently. Out of all Instagram posts shared:

Regionally: Influencers reached more users with Reels

With Instagram focusing on Reels, it should be no surprise that influencers in Sweden reached the most people with Reels across all tiers. Interestingly, this is the case even with Reels being the least common type of Instagram post shared by influencers!

When it comes to single image posts and Carousels, nano- and micro-influencers reached more users with Carousels. Macro- and mega-influencers, on the other hand, reached more users with single image posts.

inzpire.me insight 💡

Instagram is still focusing on Reels this year, in order to compete with the likes of TikTok and YouTube. With the way Reels have performed over the past year, it’s a good opportunity to work with influencers to create Reels and maximize reach.

When we look more closely at how influencers performed in reach across all types of Instagram posts, influencers with 75,000 to 100,000 followers came out on top. Influencers with 20,000 to 75,000 followers also performed strongly, with reach rates similar to nano-influencers.

Typically, influencers with more followers will reach a smaller percentage of their following. But appears that influencers with 20,000 to 100,000 followers benefitted from Instagram’s changes.

Their high reach rates suggest Instagram is recommending their content more, and they may be reaching more users who aren’t following them.

Regionally: Influencers engaged users with Carousels the most

Generally, Carousels had the highest engagement rates, while Reels had the lowest.

Both nano- and micro-influencers experienced the highest engagement rates with Carousels and the lowest with Reels. But for macro- and mega-influencers, all types of Instagram posts performed similarly.

Even among the users that influencers reached, engagement-on-reach rates were the lowest for Reels across all influencer tiers.

While Reels are the best type of Instagram post to maximize reach, the data shows us it’s not the best type for generating engagements. Users are almost twice as likely to engage with a Carousel or single image post when they see it, compared to a Reel.

But it’s important to note that while Reels don’t tend to get the most likes, comments, and shares out of all types of Instagram posts, engagement goes beyond these metrics.

Recent studies show that people’s attention level is higher on video than static images. The amount of time they spend dwelling on a video will have a significant impact on their prompted recall and preference.

What does this mean for Reels?

Don’t underestimate the power of Reels! They might get less engagement in terms of likes, comments, and shares. But the influencers’ viewers may actually be engaged — they just might not be liking, commenting, or sharing the Reels as they’re watching them.

Instagram doesn’t currently provide any metrics on watch time or retention for Reels, so the benchmarks for engagement and engagement-on-reach rates don’t reflect this type of engagement.

Now, let’s take a look at how influencers performed in engagement rate for all Instagram posts. On average, nano-influencers had the highest engagement rates.

Once again, influencers with 75,000 to 100,000 stood out. Relative to how influencers with other follower sizes performed, influencers with 75,000 to 100,000 followers had strong engagement rates.

But when it comes to engagement among those the influencers reached, influencers with 40,000 to 100,000 followers had the lowest engagement-on-reach rates. While it seems that Instagram is favoring their content, helping them reach more users, the users they’re reaching are engaging less with their content.

Regionally: Benchmark averages for posts

Here, you’ll find the benchmark averages shown in the graphs above for Sweden.

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