The sum of Likes and comments on one, individual Instagram post or all Instagram posts during an established time period.
Why It's Important
Total engagement gives you insight into how active your audience is and how well your Instagram strategy is working.
How to Use It
Engagement on Instagram can be evaluated in two ways: by looking at your own brand’s engagement, and by looking at your competitors’ engagement.
Take a look at your brand’s engagement levels over the past 3-6 months.
This kind of analysis tells you what your strongest and weakest engagement levels look like, and helps you put together more ambitious goals for the future.
The engagement metric is also useful for benchmarking your own progress against industry innovators and competitors on Instagram.
You might find that a brand you consider your biggest competitor in terms of revenue or popularity on another social network is actually not your biggest competitor on Instagram. After you have a good idea of where you stand in comparison to the other brands in your space, take a look at the posts among all those brands that drove the greatest amount of engagement.
This information about your success and that of your competitors will show you what kind of content, specifically, gets Instagram users to comment and Like a post.