We asked our Instagram followers which platform drives the most engagement for them and which content type gives them the most engagement. Social media has become an integral part of modern marketing strategies. To understand the most effective platforms and content types for engagement, we surveyed our Instagram followers. Here’s what we learned.
Which channel drives the most engagement?
1. Instagram (62%)
Our Instagram followers found that Instagram brings in the most engagement, with 62% of respondents reporting that it provides the most engagement for their content. Features like Reels, Stories, and live streams give creators multiple ways to interact with followers and foster a dynamic, engaging presence.
2. Facebook (17%)
Facebook ranks second in our Instagram poll. Although it’s losing favour with younger users, it remains a valuable platform for businesses, especially with its strong groups, live video capabilities, and targeted advertising tools. Facebook still offers significant engagement potential for businesses targeting older demographics.
3. TikTok (12%)
Despite TikTok’s growth, it came in third place in our poll. While the platform is a goldmine for reaching younger audiences through trending challenges, sounds, and duets, it appears that our followers are finding less engagement here compared to Instagram. However, TikTok’s viral nature means the right content could quickly gain traction, it just pot luck with which one.
4. LinkedIn (10%)
LinkedIn rounds out the list with 10% of respondents reporting it as the top platform for engagement. Its professional focus makes it ideal for B2B content. Sharing thought leadership, industry insights, and company updates can help businesses solidify their expertise and reach a highly targeted audience.
Content type
1. Video (50%)
Video content leads the way in engagement. Whether it’s short-form videos, live streams, or Reels, this format captivates users due to its dynamic, visual, and auditory nature. It’s easy to consume and share, which is why it continues to dominate. The power of video lies in its ability to engage on multiple sensory levels, making it the most impactful content type for our followers.
2. Stories (27%)
Instagram and Facebook Stories have proven to be incredibly effective at fostering quick, interactive engagement. From behind-the-scenes moments to polls, quizzes, and other interactive features, Stories provide an easy way to connect with audiences in real-time. Interestingly, while Stories are widely used on Instagram, TikTok’s Stories feature isn’t leveraged in the same way, which may explain its lower engagement on that platform.
3. Graphics/Images (18%)
High-quality images, infographics, and visual content still pack a punch. With the ability to convey messages quickly and effectively, visuals are an essential part of any social media strategy. Using formats like carousel posts can increase interaction since the more users swipe through, the more likely Instagram will push your content to a wider audience.
4. Plain Text (5%)
Although text-based content isn’t as flashy as other formats, well-written, informative posts can still spark engagement. Strong headlines, compelling storytelling, and clear calls to action are essential when using this format. However, as expected, only 5% of users indicated that plain text posts generate significant engagement, highlighting the growing preference for visual and interactive content.
Tips for maximising social media engagement
To make the most of your social media strategy and boost engagement, consider the following tips:
- Understand your target audience’s preferences and tailor your content accordingly. Each platform attracts a different type of user, so your content should align with their expectations and habits.
- Don’t be afraid to try new content types. Video, images, Stories, and even text posts each serve different purposes—experiment to see what works best for your audience.
- Authenticity resonates with audiences. Share genuine behind-the-scenes stories, personal experiences, or user-generated content to build trust and a stronger connection with your followers.
- Respond promptly to comments, messages, and questions. Engagement isn’t just about creating content—it’s also about fostering a community.
- Relevant hashtags and participation in trending topics can significantly expand your content’s reach and visibility.
- Invite your followers to create content that features your brand. User-generated content not only boosts engagement but also serves as a powerful testimonial for your brand.
- Use analytics tools to measure your content’s performance. Regularly review your metrics to identify what’s working and adjust your strategy accordingly.
By understanding which content types and platforms generate the most engagement, you can refine your social media strategy and build stronger, more meaningful connections with your audience. What content has worked best for you? Let us know in the comments!
