Interactions with Instagram posts from a group of 10,000 profiles studied by social analytics provider Quintly plummeted over the course of 2015.
Quintly found that the interaction rate per Instagram post fell to 3.10 at the end of 2015 from 4.96 at the beginning of the year, offering its thoughts on why this happened in a blog post:
First, due to the higher post frequency of the average profile, timelines get increasingly crowded. If you followed the same profiles in January and December 2015, you most likely see more posts now than you did 12 months ago. But as you see in this study, more posts do not always mean more interactions. The second factor here is caused by the formula that calculates the interaction rate, which is all interactions divided by posts and followers. This means the more followers each profile gets, the smaller the interaction rate will get.
Other findings by Quintly included:
- The frequency of posts from the accounts it studied rose from 0.89 at the beginning of 2015 to 1.04 at year-end.
- Posts containing images rose slightly during 2015, while video posts nearly doubled.
- Follower growth for the average profile slipped from 21 percent at the beginning of the year to 16 percent at the end of 2015.
Quintly co-founder and CEO Alexander Peiniger said in a release introducing the study:
We think Instagram gets more grown-up, where decreasing growth and interaction rates are a normal phenomenon.
Readers: Did any of the findings by Quintly surprise you?