Hubspot Produced The 2022 Instagram Engagement Report
The 2022 Instagram Engagement Report, produced by Hubspot and social listening and media monitoring platform, Mention, has found that, among the 1.3 billion active users on Instagram, the UK came in third place as the country with the most posts published in 2021.
Engagement in the UK and Ireland surpassed last year’s global average, coming in at 5.43%, nearly double the global average of 2020 at 2.26%. The report findings this year saw that cities with smaller populations ranked higher for engagement, versus a bigger metropolis which was seen in our 2021 report.
It appears that Instagram users in the UK and globally prefer more local content and profiles as we move into 2022, which could be related to lockdown orders in many areas around the world. There has been a shift in consumption of Instagram content, where municipalities like Shadwell are climbing the ranks for the most engaged geo-tagged location in the UK. When it comes to content type, UK and Irish users are engaging the most with content that uses hashtags related to lockdown and small businesses throughout the year.
According to the report, here are global highlights:
The global average engagement rate in 2021 was 5.86%, which is more than double from 2022 at 2.26%The most-followed accounts, globally, are becoming more diverse, with India, Brazil, and Korea especially well-represented
Video is the most engaging type of content, bringing in an average of 24.25 comments and 1097.9 likes per post
The global top 50 is made up of 41 celebrities and only 9 brands, including Instagram itself
The top eight brands focused on sports, travel, space and nature
Top accounts are bigger than ever — over half have 100M+ followers
More than 109,534,641Instagram posts and 10,359,460of users were analysed to observe trends about engagement rates, hashtags and other insights that matter to both brands and marketers.
Google to acquire cybersecurity firm Mandiant for $5.4 billion
Google announced Tuesday that it plans to buy cybersecurity firm Mandiant for around $5.4 billion as part of an effort to better protect its cloud customers.
The Mountain View, California, search giant said it will pay $23 a share for the publicly traded firm, which was founded in 2004.
If the deal gets approved by regulators, it will be Google’s second-largest acquisition ever behind its $12.5 billion Motorola Mobility deal in 2012. Google sold the company to Lenovo for $2.9 billion two years later. Google’s third-largest acquisition is smart home product maker Nest, which it bought for $3.2 billion in 2014. Google is a unit of Alphabet.