All account sizes
SOCIAL MEDIA INSIGHTS
Instagram benchmarks
Know the reference point. Then build your own.
2026 edition · Research + practical toolsTHE PUBLISHED SNAPSHOT
A little context.
A better question.
Buffer’s all-account figures, updated 27 September 2026. These describe its dataset, not a target every creator should meet.
People reached
Observed frequency, not a quota
Source: Buffer’s published research ↗ · Checked 29 September 2026. A third-party snapshot, not VKIT account data.
YOUR NUMBERS, IN CONTEXT
What does your
engagement look like?
Use the slider for a quick example, or type exact numbers. Choose the denominator your report uses before comparing results.
YOUR CALCULATED RATE
39 engagements ÷ 1,000 impressions × 100
Visual scale: 0–10% (bar caps at 10%; the number does not).
Compare only with reports using the same engagement definition and denominator.
Example inputs. No account connection or upload.
COMPARE WITH CARE
Make progress
your benchmark.
Match the definition.
Likes, comments and saves are included in Buffer’s Instagram engagement definition. Check your own export before adding up interactions.
Match the content.
Keep organic and paid posts separate. Compare similar formats and account sizes where those breakdowns are available.
Track your own trend.
Record several weeks of results. Note which topics start worthwhile conversations, then build your next experiment around them.
Source: Buffer’s published research ↗ · Checked 29 September 2026. A third-party snapshot, not VKIT account data.
A little clarity.
What is a good Instagram engagement rate?
There is no universal pass mark. Account size, post format and the calculation method all affect the rate. Use a relevant reference and watch your own trend over time.
Are these VKIT customer benchmarks?
No. These are attributed snapshots from Buffer’s public research. VKIT provides the explanation and browser calculator, not the underlying dataset.
Can I filter the research by follower count?
This page shows the published all-account snapshot. The audience slider changes your calculation, not the research sample. Visit the linked source for its available filters.
Why does my rate differ from another report?
Reports can count different interactions and divide by followers, reach or impressions. A rate calculated one way is not directly comparable with a rate calculated another way.
MAKE YOUR NEXT MOVE
Build on what
works for you.
Start creating for free
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