data Source - https://statso.io/instagram-reach-analysis-case-study/

Certainly! Let's conduct a case study on Instagram reach analysis. To make the case study more specific, let's imagine a scenario where a fashion brand called "Fashionista" wants to analyze the reach of their Instagram account over the past six months.

Objective: Analyze the reach of Fashionista's Instagram account and identify trends, patterns, and insights that can help improve their reach and engagement.

Steps for the Instagram Reach Analysis:

1. Data Collection:

   • Gather data from Fashionista's Instagram account for the past six months.
   • Collect metrics such as follower count, post reach, impressions, likes, comments, and engagement rate.
   • Use Instagram's built-in analytics or third-party tools like Iconosquare or Sprout Social to retrieve the necessary data.

2. Define Key Metrics:

   • Identify the key metrics that will help assess the reach of Fashionista's Instagram account.
   • Key metrics may include follower growth rate, average reach per post, total impressions, engagement rate, and engagement per post.

3. Analyze Follower Growth:

   • Plot the follower count over the past six months to observe any trends.
   • Calculate the follower growth rate to understand the rate at which the account is gaining or losing followers.
   • Look for any significant changes in follower count and investigate potential reasons behind those changes.

4. Evaluate Post Reach and Impressions:

   • Analyze the average reach per post and total impressions to understand the reach of Fashionista's content.
   • Identify posts with the highest and lowest reach and compare their characteristics.
   • Look for patterns or themes that resonate well with the audience and those that underperform.

5. Assess Engagement:

   • Calculate the average engagement rate and compare it across different types of content (e.g., images, videos, stories, reels).
   • Identify posts with the highest engagement rate and analyze their content, captions, and hashtags.
   • Look for patterns or elements that encourage higher engagement from the audience.

6. Identify Optimal Posting Times:

   • Analyze the data to identify the days and times when Fashionista's posts receive the highest reach and engagement.
   • Experiment with posting at different times and measure the impact on reach and engagement.

7. Monitor Competitors:

   • Analyze the reach and engagement of Fashionista's competitors' Instagram accounts.
   • Identify strategies or content types that work well for competitors and consider adopting similar approaches if relevant.

8. Generate Insights and Recommendations:

   • Summarize the findings from the analysis and identify key insights and trends.
   • Recommend strategies to improve Fashionista's Instagram reach based on the insights obtained.
   • Provide actionable recommendations such as optimizing content, using relevant hashtags, collaborating with influencers, or running Instagram ads.

By conducting a thorough analysis of Fashionista's Instagram reach, you'll gain valuable insights into their audience's behavior, content performance, and engagement patterns. These insights can help guide future content strategies and optimize reach and engagement on Instagram.

In 2024, image posts on Instagram reached 5,200 users, down from 14,800 users in 2023, a decrease of around 64 percent year over year. Carousels, Reels, and Stories on Instagram all saw reach decline between 2023 and 2024. Overall, Reels achieved the highest reach on the social media platform in the most recently reported period. Although all formats saw decreases in reach, engagement increased, so whilst there might not be as many users seeing content, people are interacting more with the content they see on Instagram.

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about **** percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about *** percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.

This dataset contains 30,000 Instagram posts with detailed analytics generated to mimic real Instagram Insights behavior from the past 12 months. It includes media performance indicators such as likes, comments, shares, saves, reach, impressions, and engagement rate. The data reflects realistic patterns of Instagram’s algorithm and content performance trends, including Reels, Photos, Videos, and Carousels.

This dataset is ideal for: Social media analytics Trend prediction Engagement modeling Machine learning Influencer performance analysis Dashboard creation Growth forecasting Reels vs. Posts comparisons

All upload dates are within the previous 365 days, making the dataset time-relevant and aligned with current Instagram usage behavior.

COLUMN DESCRIPTIONS

Post_ID A unique ID for each Instagram post. Useful as a primary key.

Upload_Date The date the post was uploaded, within the last 1 year.

Media_Type Type of content: Photo, Video, Reel, or Carousel. Important for performance comparisons.

Likes Number of likes received by the post.

Comments Total comments the post received.

Shares How many times users shared the post.

Saves Number of users who saved the content. A major Instagram ranking factor.

Reach Unique accounts who saw the post.

Impressions Total views from all sources (may exceed reach).

Caption_Length Number of characters in the post caption.

Hashtags_Count Total hashtags used.

Followers_Gained How many followers were gained directly from this post.

Traffic_Source Where viewers discovered the post: Explore, Home Feed, Hashtags, Profile, Reels Feed, or External.

Engagement_Rate Percentage of engagement relative to impressions. Useful for performance scoring.

WHY THIS DATASET IS USEFUL

Instagram’s algorithm rewards: High saves Strong engagement rates Reels performance Discoverability through Explore Good content retention This dataset allows analysis of: High-performing media types Which traffic sources bring the most reach Ideal hashtag usage Relationship between caption length and engagement Factors influencing followers gained Predicting engagement rate trends

In 2019, brands with over 200 thousand followers on Instagram had an Instagram story reach rate of 2.3 percent, down from 4.2 percent in the previous year. Additionally, Instagram accounts with under 10 thousand followers had a reach rate of 8.4 percent in 2019, a decline from 11.3 percent in 2018.

In 2024, the average Instagram post from an account with under *** followers reached around ***** Instagram users, up from ***** in 2023. Huge accounts, with over ****** followers reach an average of ****** thousand users in 2024, down from ****** users in 2023.

*****Documentation Process***** 1. Data Preparation: - Upload the data into Power Query to assess quality and identify duplicate values, if any. - Verify data quality and types for each column, addressing any miswriting or inconsistencies. 2. Data Management: - Duplicate the original data sheet for future reference and label the new sheet as the "Working File" to preserve the integrity of the original dataset. 3. Understanding Metrics: - Clarify the meaning of column headers, particularly distinguishing between Impressions and Reach, and comprehend how Engagement Rate is calculated. - Engagement Rate formula: Total likes, comments, and shares divided by Reach. 4. Data Integrity Assurance: - Recognize that Impressions should outnumber Reach, reflecting total views versus unique audience size. - Investigate discrepancies between Reach and Impressions to ensure data integrity, identifying and resolving root causes for accurate reporting and analysis. 5. Data Correction: - Collaborate with the relevant team to rectify data inaccuracies, specifically addressing the discrepancy between Impressions and Reach. - Engage with the concerned team to understand the root cause of discrepancies between Impressions and Reach. - Identify instances where Impressions surpass Reach, potentially attributable to data transformation errors. - Following the rectification process, meticulously adjust the dataset to reflect the corrected Impressions and Reach values accurately. - Ensure diligent implementation of the corrections to maintain the integrity and reliability of the data. - Conduct a thorough recalculation of the Engagement Rate post-correction, adhering to rigorous data integrity standards to uphold the credibility of the analysis. 6. Data Enhancement: - Categorize Audience Age into three groups: "Senior Adults" (45+ years), "Mature Adults" (31-45 years), and "Adolescent Adults" (<30 years) within a new column named "Age Group." - Split date and time into separate columns using the text-to-columns option for improved analysis. 7. Temporal Analysis: - Introduce a new column for "Weekend and Weekday," renamed as "Weekday Type," to discern patterns and trends in engagement. - Define time periods by categorizing into "Morning," "Afternoon," "Evening," and "Night" based on time intervals. 8. Sentiment Analysis: - Populate blank cells in the Sentiment column with "Mixed Sentiment," denoting content containing both positive and negative sentiments or ambiguity. 9. Geographical Analysis: - Group countries and obtain additional continent data from an online source (e.g., https://statisticstimes.com/geography/countries-by-continents.php). - Add a new column for "Audience Continent" and utilize XLOOKUP function to retrieve corresponding continent data.

*****Drawing Conclusions and Providing a Summary*****

• The data is equally distributed across different categories, platforms, and over the years.
• Most of our audience comprises senior adults (aged 45 and above).
• Most of our audience exhibit mixed sentiments about our posts. However, an equal portion expresses consistent sentiments.
• The majority of our posts were located in Africa.
• The number of posts increased from the first year to the second year and remained relatively consistent for the third year.
• The optimal time for posting is during the night on weekdays.
• The highest engagement rates were observed in Croatia then Malawi.
• The number of posts targeting senior adults is significantly higher than the other two categories. However, the engagement rates for mature and adolescent adults are also noteworthy, based on the number of targeted posts.

As of April 2025, Kazakhstan was the country with the highest Instagram audience reach with **** percent. Turkey also had a high Instagram audience penetration rate, with **** percent of the population using the social network. In Uruguay, the United Arab Emirates, and Brazil, the photo-sharing platform was used by more than ** percent of each country's population.

As of April 2024, Bahrain was the country with the highest Instagram audience reach with 95.6 percent. Kazakhstan also had a high Instagram audience penetration rate, with 90.8 percent of the population using the social network. In the United Arab Emirates, Turkey, and Brunei, the photo-sharing platform was used by more than 85 percent of each country's population.

In 2019, the top 25 percent of brands on Instagram had a tap back rate of *** percent on their stories, up from *** percent in the previous year. Additionally, brands in the bottom ** percent had a tap back rate of *** percent in 2019, up from *** percent in 2018. A tap backward on an Instagram stories post indicates that the viewer wanted to return to the previous image for another look.

Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

Analyzing user behavior on Instagram📱🤳🙎‍♂️ can provide valuable insights into user engagement, preferences, and overall user experience. As a social media platform, Instagram offers various opportunities to study user behavior. Here are some aspects to consider when analyzing user behavior on Instagram:

User Engagement Metrics:

Likes: Analyze the number of likes on posts to understand which content resonates well with users. Comments: Study the comments on posts to gauge the level of interaction and engagement. Shares: Examine the number of times users share posts to understand content virality. Content Analysis:

Content Types: Identify the types of content (photos, videos, stories, etc.) that receive the highest engagement. Hashtags: Study the effectiveness of different hashtags in driving user interactions. Captions: Analyze the impact of captions on engagement and user response. User Demographics:

Age, Gender, and Location: Understand the demographics of the user base and how it affects behavior. Active Hours: Determine when users are most active to optimize content posting times. Follower Growth and Churn:

Follower Growth: Track the growth rate of followers over time. Follower Churn: Investigate the reasons for follower losses or unfollows. Influencers and Brand Advocacy:

Identify influential users who drive engagement and contribute to brand advocacy. Measure the impact of influencer collaborations on engagement and brand reach. Story Engagement:

Analyze user interactions with Instagram Stories, such as taps, swipes, and exits. Assess the performance of Stories compared to regular posts. Explore Page and Discoverability:

Study the factors that influence content appearing on users' Explore pages. Analyze the impact of Instagram's algorithms on content discoverability. User Journey Analysis:

Track user interactions from initial discovery to conversion (e.g., website visits or product purchases). Understand the user journey and potential drop-off points. User Sentiment Analysis:

Conduct sentiment analysis on comments and captions to gauge user feelings towards content or products. Ad Engagement:

Analyze user interactions with sponsored posts and advertisements. Measure the effectiveness of ad campaigns in driving engagement and conversions. User Activity Patterns:

Study the frequency and duration of user interactions on the platform. Identify peak activity times and user behavior during different days of the week. Privacy and Data Ethics:

Ensure compliance with user privacy regulations and data protection policies. Respect user data and privacy while conducting the analysis. Remember, Instagram's API access and data usage policies might limit the depth of analysis. As such, ensure compliance with Instagram's terms of service and privacy guidelines while performing user behavior analysis on the platform.

Instagram's advertising in Israel was set to reach nearly half of the country's population in 2025. It extended to over ** percent of adults and ** percent of all internet users. According to a December 2024 survey, the social networking service had a stronger appeal to female users with a penetration rate of over ** percent, compared to about ** percent among men. Despite projections of a gradual decrease in user numbers, Instagram remains a powerful tool for marketers targeting Israeli consumers. Instagram ahead of TikTok While Instagram boasts impressive reach, it's not the only social media platform with a strong presence in Israel. YouTube leads the pack with a potential advertising audience of over *** million viewers. Facebook followed, with a potential advertising reach of almost ** percent of the population. Furthermore, TikTok, which is known for its popularity among a younger audience, was still behind Instagram in its usage among adults, with a ** percent penetration rate. Growing investment in influencer marketing The substantial reach of platforms like Instagram is driving significant growth in social media and influencer advertising expenditure. Social media ad spending in Israel was projected to reach some *** million U.S. dollars in 2024, with an expected increase of *** million U.S. dollars by 2030. Similarly, influencer ad spending was modeled to hit almost ** million U.S. dollars in 2024. These trends reflect the growing importance of social networking services and influencers in Israel's digital marketing landscape.

Between 2023 and 2024, Carousels and single image posts on Instagram experienced a slight ******** in engagement. Overall, engagement on Reels from feed* stood at **** percent in 2024, up from *** percent in 2023. Additionally, average user reach on Instagram decresed from 2023 to 2024.

Reach and Frequency: Target candidates should see your message enough times to remember without overserving Engagement Rate: Measured by saves, replies, shares, profile taps Click-through Rate (CTR): From asset to job page or talent network Apply Start and Completion Rate: Measure drop-off by device Qualified Applications and Quality-of-hire: Tag Instagram as source/medium for attribution

Survey of 250 businesses on how much they spend on Instagram advertising and their Instagram advertising costs

In 2024, Instagram reels from accounts with over 50,001 followers reached over 67,000 Instagram users, down from approximately 73,000 users in 2023. Reels from accounts with between 10,001 and 50,000 followers reached around 9,650 people in 2024.

The KOL (Key Opinion Leader) marketing and promotion service market is experiencing robust growth, driven by the increasing influence of social media influencers and a shift in consumer purchasing behavior. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching an estimated $50 billion by 2033. This expansion is fueled by several key factors. Brands are increasingly recognizing the effectiveness of authentic endorsements from trusted KOLs in reaching target audiences, particularly younger demographics heavily engaged in social media. The rise of diverse influencer platforms beyond Instagram and YouTube, such as TikTok and Twitch, further expands market reach and opportunities for targeted campaigns. The segment exhibiting the most rapid growth is likely the marketing services component, as brands seek sophisticated strategies for KOL selection, campaign management, and performance measurement. Geographic expansion is also a significant driver, with developing markets in Asia-Pacific and the Middle East & Africa showing particularly high potential due to increasing internet penetration and social media adoption. However, challenges remain, including concerns about influencer authenticity, campaign transparency, and the potential for negative publicity related to KOL partnerships. Brands must carefully vet influencers, prioritize ethical practices, and implement robust measurement systems to ensure campaign success and mitigate risks. The competitive landscape is dynamic, with a mix of established agencies and specialized boutique firms vying for market share. While large multinational agencies like M&C Saatchi offer comprehensive services, smaller, specialized agencies like The Social Shepherd are often favored for their niche expertise and deep understanding of specific influencer communities. The increasing demand for data-driven insights and sophisticated analytics will continue to shape the market, pushing agencies towards more advanced measurement capabilities and strategic planning. Furthermore, the evolving regulatory environment around influencer marketing, including regulations concerning disclosure and advertising standards, will require ongoing adaptation and compliance from all market players. Overall, despite challenges, the long-term outlook for the KOL marketing and promotion service market remains exceptionally positive, driven by sustained digital transformation and the continuous rise of social media’s influence on consumer decisions.

Abstract In this study, we describe a method for reaching a target population (i.e., dentists practicing in Brazil) to engage in survey research using traditional e-mail invites and recruitment campaigns created on Instagram. This study addresses methodological aspects and compares respondents reached by different methods. A pre-tested questionnaire was used and participants were recruited for 10 days via a source list of email addresses and two discrete Instagram organic open campaigns. A total of 3,122 responses were collected: 509 participants were recruited by email (2.1% response rate) and 2,613 by the two Instagram campaigns (20.7% and 11.7% conversion rates), respectively. Response/min collection rates in the first 24 h ranged between 0.23 (email) and 1.09 (first campaign). In total, 98.8% of all responses were received in the first 48 h for the different recruitment strategies. There were significant differences for all demographic variables (p< 0.001) between email and Instagram respondents, except for sex (p=0.37). Instagram respondents were slightly older, had more professional experience (years in practice), and a higher graduate education level than email respondents. Moreover, most email and Instagram respondents worked in the public sector and private practice, respectively. Although both strategies could collect responses from all Brazilian regions, email responses were slightly better distributed across the five territorial areas compared to Instagram. This study provides evidence that survey recruitment of a diverse, large population sample using Instagram is feasible. However, combination of email and Instagram recruitment led to a more diverse population and improved response rates.

These are the most popular hashtags on LinkedIn by follower count right now.