{"id":32218,"date":"2023-04-06T22:46:12","date_gmt":"2023-04-06T22:46:12","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=32218"},"modified":"2023-04-06T22:46:12","modified_gmt":"2023-04-06T22:46:12","slug":"top-industries-using-instagram","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/top-industries-using-instagram\/","title":{"rendered":"Lessons From the Top 5 Industries on Instagram"},"content":{"rendered":"<p>Social media marketers everywhere want to know: Who\u2019s performing well on Instagram in 2023?<\/p>\n<p>In our <a href=\"\/blog\/social-media-industry-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">2023 Social Media Industry Benchmark Report<\/a>, we found that brands across all industries are finding success with certain post types (looking at you, Reels) and <a href=\"\/blog\/instagram-best-practices\/\" target=\"_blank\" rel=\"noopener\">proven Instagram best practices<\/a> (hello, hashtags). But there are a few industries that stood out among the rest on the social media platform.<\/p>\n<p>Let\u2019s dive into which industries use Instagram the most and how they\u2019re finding success on the platform in 2023.<\/p>\n<h2>Instagram Engagement in 2023: An Overview<\/h2>\n<p>There\u2019s no sugarcoating it: Organic Instagram engagement rates fell about 30% this year compared to last. While this isn\u2019t uplifting news, posting frequency remained the same which goes to show that brands are continuing to show up for their followers on the channel. Here\u2019s the median engagement rate and posting frequency on Instagram in 2023:<\/p>\n<ul>\n<li><b>Median engagement rate on Instagram:<\/b>\u00a0 0.47%<\/li>\n<li><b>Median posting frequency on Instagram:<\/b> 4.6 posts per week<\/li>\n<\/ul>\n<p>As far as content goes, Instagram is making the shift to video. If you\u2019ve kept up with our reports in the last few years, then you know that carousels have been the most engaging post type on Instagram. This year, however, Reels came out on top. The short-form videos have taken over the feeds and brands are seeing the benefits. If you\u2019ve yet to get into Reels, now is the time to take advantage of their popularity to boost your engagement.<\/p>\n<p>While these numbers shed light on how brands across industries are faring on Instagram, every industry is different. Once you have an overview of the general state of Instagram engagement, it\u2019s helpful to break down how your own industry is performing so you can gain perspective on what the norm is for brands like yours and accurately <a href=\"\/blog\/competitive-benchmarks-social-media\/\" target=\"_blank\" rel=\"noopener\">compare your performance with the competition<\/a>.<\/p>\n<p>To give you an idea of which industries are currently seeing the most engagement on Instagram, here are the top industries using Instagram and what they\u2019re doing to generate successful posts.<\/p>\n<h2>Top 5 Industries Using Instagram<\/h2>\n<h3>Top Industry on Instagram: Higher Ed<\/h3>\n<p>Schools and universities never fail to achieve top scores across social media channels. On Instagram, Higher Ed outperforms the rest with a median engagement rate of 2.58% which is more than 5x higher than the median engagement across industries. Schools post a little less often on Instagram than other industries with a median posting frequency of 3.9 posts per week. The takeaway? Sometimes more isn\u2019t always better \u2014 especially when you know what works for your target audience.<\/p>\n<ul>\n<li><b>Median engagement rate for Higher Ed:<\/b> 2.58%<\/li>\n<li><b>Median posting frequency for Higher Ed:<\/b> 3.9 posts per week<\/li>\n<\/ul>\n<p>One university that stands out on Instagram and helps the Higher Ed industry perform above the rest is the <a href=\"https:\/\/www.usna.edu\/homepage.php\" target=\"_blank\" rel=\"noopener\">United States Naval Academy<\/a>.<\/p>\n<p>One of the school\u2019s top-performing posts is a Reel that takes viewers behind the scenes of the school\u2019s traditions as it welcomes a new class of students. This post received a whopping engagement rate by follower of 35.1%, launching it high above the median rate for schools and universities. It also performed 10x better than the school\u2019s average post and generated over one million impressions, demonstrating the power of Reels on the platform.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32219 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-700x458.png\" alt=\"A Rival IQ analysis of an engaging Reel shared by U.S. Naval Academy, one of the schools that makes Higher Ed one of the top industries using Instagram.\" width=\"700\" height=\"458\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-350x229@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-300x196.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-1024x670.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-1536x1006.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-100x65.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-350x229.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-1170x766.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy.png 1616w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-US-Naval-Academy-700x458@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Not only does it follow the video trend, but this post is also in line with the type of content schools and universities find success with no matter the format \u2014 school-spirited posts. If we take a look at the popular topics in the Higher Ed social sphere, we can see topics like \u201cfirst day\u201d and \u201c2026\u201d (which refers to the new graduating class as USNA mentions above) are frequently used and highly engaging.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32220 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup-700x687.png\" alt=\"In Rival IQ, you can see popular topics used by certain industries on Instagram. This screenshot ranks popular topics among Higher Ed brands by engagement rate.\" width=\"700\" height=\"687\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup-350x343@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup-300x294.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup-100x98.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup-350x343.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-popular-topics-markup.png 944w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>If you want to improve your school\u2019s Instagram engagement, embrace college life. Share everything from exciting sports wins to stunning campus shots to student achievements and don\u2019t be afraid to experiment with a mix of post types that are proven to perform well: Reels and carousels.<\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Looking for real-time insights? \n<\/strong>Check out our <a href=\"\/live-benchmarks\/higher-ed-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">live benchmarks<\/a> for Higher Ed.<\/div>\n\n\n<h3>Top Industry on Instagram: Sports Teams<\/h3>\n<p>It\u2019s no surprise that Sports Teams are so active on Instagram, posting more than 15 times per week. Their posts focus on timely updates such as game highlights, team announcements, and anything else that keeps fans\u2019 spirits high throughout the season. Players may be the stars of each game, but fans are what keep Sports Teams motivated on Instagram.<\/p>\n<ul>\n<li><b>Median engagement rate for Sports Teams:<\/b> 1.49%<\/li>\n<li><b>Median posting frequency for Sports Teams:<\/b> 15.6 posts per week<\/li>\n<\/ul>\n<p>Among the Sports Teams that stand out on Instagram, <a href=\"https:\/\/www.buffalobills.com\/\" target=\"_blank\" rel=\"noopener\">Buffalo Bills<\/a> is a top performer. With over one million followers, the football team generated an engagement rate by follower of 3.27%, which is twice as high as the median rate for Sports Teams. And even though Sports Teams post much more frequently than other industries, Buffalo Bills went above and beyond that. The team posted about 24 times per week.<\/p>\n<p>The post below is an example of what makes the Buffalo Bills a top team on Instagram. The short but powerful video shows one of the Bills players meeting a young fan. A heartwarming moment like this feels more genuine as a video than a static image, making Reels an excellent choice.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32221 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-700x404.png\" alt=\"A Rival IQ analysis of a Reel shared by the Buffalo Bills, a football team that helps make Sports Teams a top industry on Instagram. \" width=\"700\" height=\"404\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-350x202@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-300x173.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-1024x591.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-1536x887.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-100x58.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-350x202.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-1170x676.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills.png 1614w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-buffalo-bills-700x404@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>The video clearly resonated with fans, too. This was the Bills\u2019 most engaging post on Instagram for the reporting period with an engagement rate of 30.3%, a rate that\u2019s 13x better than the team\u2019s average post. On top of that, the video generated over five million impressions which means it reached far beyond the team\u2019s one million Instagram followers.<\/p>\n<p>Though Sports Teams tend to post photos or carousels most, Reels are their most engaging post type. If you want to take notes from Sports Teams and other top-performing industries on Instagram, consider implementing more Reels into your social strategy this year.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32222 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-700x540.png\" alt=\"A graph from Rival IQ's 2023 Social Media Industry Benchmark Report that ranks Instagram metrics by post type for Sports Teams and identifies Reels as the most engaging.\" width=\"700\" height=\"540\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-350x270@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-300x231.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-1024x790.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-100x77.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-350x270.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams-1170x903.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-sports-teams.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<div id=\"formula-bar-name-box-wrapper\" class=\"name-box-enabled formula-bar-with-name-box-wrapper\">\n<div id=\"formula-bar\" class=\"formula-bar formulabar-disabled\">\n<div id=\"t-formula-bar-input-container\">\n<div dir=\"ltr\">\n<div id=\"t-formula-bar-input\">\n<div class=\"cell-input disabled-input\" dir=\"ltr\" role=\"combobox\"><div id=\"versus-app\" class=\"blog-inline instagram\"><\/div>\n<script>\n  jQuery( document ).ready(function() {\n    var freeToolsHasRun = false;\n    const appToWatch = document.querySelector('#versus-app');\n\n    function callback(entries, observer) {\n      if (!freeToolsHasRun && entries[0].isIntersecting) {\n        \n        \/\/ load the free tools css\n        var ftcss = document.createElement('link');\n\n        \/\/ set the attributes for link element  \n        ftcss.rel = 'stylesheet';\n        ftcss.type = 'text\/css';\n        ftcss.href = '\/\/d19n1ren9crl9v.cloudfront.net\/stylesheets\/public-marketing-free-tool-style.css?_cb=10';\n       \n        document.head.appendChild(ftcss);\n        \n        \/\/ now load the javascript\n        var ftscript = document.createElement('script');\n        ftscript.onload = function() {\n\n          \/\/do stuff with the script\n          RivalIQMarketing.apps.Versus.start({\n            subheadText: 'Compare your Instagram performance with a competitor now.',\n            disableSampleDisplay: true,\n            focusInputOnLoad:false,\n            channel: 'instagram'\n          });\n        };\n        ftscript.src = \"\/\/d19n1ren9crl9v.cloudfront.net\/js\/bundle-free-tool.js?_cb=10\";\n        document.head.appendChild(ftscript);\n        freeToolsHasRun = true;\n      }\n    }\n    \/\/ Instancing a new IntersectionObserver\n    const observer = new IntersectionObserver(callback);\n    \/\/ Adding a target to be observed\n    observer.observe(appToWatch); \n  });\n\n<\/script>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3>Top Industry on Instagram: Influencers<\/h3>\n<p>Influencers were early adopters of Instagram, so it comes as no surprise that the influencer industry continues to find massive success on the platform. With a median engagement rate of 0.81%, Influencers perform about twice as well on Instagram as the average industry thanks to interactive Reels, carousels, and photos. Influencers\u2019 posting frequency stacks up with the average rate across industries at about 4 posts per week.<\/p>\n<ul>\n<li><b>Median engagement rate for Influencers:<\/b> 0.81%<\/li>\n<li><b>Median posting frequency for Influencers: <\/b>4.1 posts per week<\/li>\n<\/ul>\n<p>Influencers find success when they build their brand around a niche, whether that\u2019s food or beauty, or fitness. But that\u2019s not to say you can\u2019t have multiple niches to reach a wider audience. Take Raye Boyce, for example. Known as <a href=\"https:\/\/www.instagram.com\/itsmyrayeraye\/\" target=\"_blank\" rel=\"noopener\">@itsmyrayeraye on Instagram<\/a>, Boyce grew her following as a beauty vlogger and has since expanded into fashion, lifestyle, and mom life content.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32223 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-700x481.png\" alt=\"A Rival IQ analysis of an engaging carousel post shared by influencer Raye Boyce, known as ItsMyRayeRaye, for Mother's Day. The first image in the carousel is of her and her daughter wearing matching outfits. \" width=\"700\" height=\"481\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-350x241@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-300x206.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-1024x704.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-100x69.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-350x241.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-1170x804.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye.png 1434w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-ItsMyRayeRaye-700x481@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Her content that shares a look into her life as a mom performs particularly well with her audience. The carousel post above generated an engagement rate of 2.53%, which is a little over 3x higher than the median engagement rate for Influencers on Instagram and almost 6x better than her average post.<\/p>\n<p>The key to improving engagement on Instagram through influencer marketing is to know your target audience and understand what they want to see more of. <a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/02650487.2021.1964226?cookieSet=1\" target=\"_blank\" rel=\"noopener\">One study<\/a> found that the top reasons people follow influencers on Instagram are motivated by authenticity, consumerism, creative inspiration, and envy. Basically, people follow influencers who they can relate to or aspire to be.<\/p>\n<p>In Boyce\u2019s case, while beauty is her primary niche, content about mom life clearly resonated with her audience or helped her reach new followers. In Rival IQ\u2019s hashtag analysis below, we can see that the hashtag #momlife is a popular and engaging hashtag for Influencers, and Boyce tapped into that.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32224 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup-700x690.png\" alt=\"Rival IQ's hashtag analysis ranks popular hashtags used by the Influencer industry, one of the top industries using Instagram.\" width=\"700\" height=\"690\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup-350x345@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup-300x296.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup-100x99.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup-350x345.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-hashtags-markup.png 940w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Looking for real-time insights? \n<\/strong>Check out our <a href=\"\/live-benchmarks\/influencers-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">live benchmarks<\/a> for Influencers.<\/div>\n\n\n<h3>Top Industry on Instagram: Nonprofits<\/h3>\n<p>Nonprofits are another one of the top industries using Instagram to improve their social strategies. Nonprofits are active on Instagram, posting a little more than the median frequency across industries at 5x per week. They also have a median engagement rate of 0.63%, performing a bit higher than the all-industry average.<\/p>\n<ul>\n<li><b>Median engagement rate for Nonprofits: <\/b>0.63%<\/li>\n<li><b>Median posting frequency for Nonprofits: <\/b>5 posts per week<\/li>\n<\/ul>\n<p>From capturing heartwarming stories to spotlighting the people behind the organizations, Nonprofits have a variety of content opportunities to share on Instagram. When it comes to content format, Nonprofits tend to post photos the most, but carousels are the most engaging post type, followed by Reels. To get the most value out of your content, try packaging up the photos you\u2019d normally post into a carousel post to see if it performs better in that format.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32225 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-700x540.png\" alt=\"A graph from Rival IQ's 2023 Social Media Industry Benchmark Report that ranks the most engaging post types for nonprofits and identifies carousel posts as the most engaging.\" width=\"700\" height=\"540\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-350x270@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-300x231.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-1024x790.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-100x77.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-350x270.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits-1170x903.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-nonprofits.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Nonprofits that want to improve engagement on Instagram can take notes from <a href=\"https:\/\/www.montereybayaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Monterey Bay Aquarium<\/a>\u2019s strategy. The California-based aquarium is known for its sea otter conservation efforts and dedicates a lot of its resources to recovering the local sea otter population. To promote the sea otter program, Monterey Bay Aquarium created Sea Otter Awareness Week. The social campaign included a week of content that featured adorable images of sea otters paired with fun or interesting facts.<\/p>\n<p>The carousel below from their sea otter campaign generated an engagement rate of 3.75% which is almost 6x higher than the average for Nonprofits and nearly 8x better than the average across all industries.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32226 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-700x584.png\" alt=\"A Rival IQ analysis of an engaging carousel post from Monterey Bay Aquarium, a top-performing brand in the nonprofit industry. \" width=\"700\" height=\"584\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-350x292@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-300x250.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-1024x854.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-100x83.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-350x292.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-1170x976.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium.png 1434w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Monterey-Bay-Aquarium-700x584@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Every nonprofit has a cause that\u2019s near and dear to their hearts, and Instagram is a powerful channel to promote it. Use popular post types like carousels or Reels to capture your followers\u2019 attention by sharing compelling images and CTAs that tell a story related to your organization\u2019s mission.<\/p>\n<h3>Top Industry on Instagram: Media<\/h3>\n<p>Media brands are another active and engaging industry tapping into Instagram to reach new audiences and improve brand awareness. Like Sports Teams, Media brands post often due to the fast-paced nature of their content. Media brands use Instagram as a pseudo newsroom, sharing timely stories and cultural coverage. The median posting frequency for media brands is 10 posts per week and they generate a median engagement rate of 0.53%.<\/p>\n<ul>\n<li><b>Median engagement rate for Media:<\/b> 0.53%<\/li>\n<li><b>Median posting frequency for Media: <\/b>10 posts per week<\/li>\n<\/ul>\n<p>As we found in our industry benchmark report, <a href=\"\/blog\/social-media-industry-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">Reels are the most engaging post type<\/a> across industries. So it\u2019s no surprise that, along with carousels, Reels are highly engaging for Media brands, too.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32227 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-700x540.png\" alt=\"A graph from Rival IQ's 2023 Social Media Industry Benchmark Report that shows Instagram metrics by post type for the Media industry. The graph identifies carousel posts as being the most engaging post type.\" width=\"700\" height=\"540\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-350x270@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-300x231.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-1024x790.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-100x77.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-350x270.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media-1170x903.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-media.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>While Media brands tend to direct Instagram users to the \u201clink in bio\u201d to read more on their websites, these brands are also finding creative ways to engage followers in their content. An example of this comes from <a href=\"https:\/\/www.playbill.com\/\">Playbill<\/a>, a media brand that covers all things theater and Broadway. The theater resource gives its followers an inside look at the shows by sharing interviews with actors, images from productions, and even clips from behind the scenes like this Reel below.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-32228 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-700x404.png\" alt=\"A Rival IQ analysis of an engaging Reel shared by Playbill, a theater media brand.\" width=\"700\" height=\"404\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-350x202@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-300x173.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-1024x591.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-100x58.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-350x202.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-1170x676.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill.png 1434w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/04\/top-industries-using-Instagram-Playbill-700x404@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>This Reel that featured a rehearsal for the famous Rockettes show generated an engagement rate of 6.36% which is 12x higher than the median rate for Media brands and over 13x better than the all-industry average.<\/p>\n<p>Media brands have a lot of content to share and Instagram Reels offer an opportunity to get creative with the way that content is presented to followers.<\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Looking for real-time insights? \n<\/strong> Check out our live <a href=\"\/live-benchmarks\/media-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Media benchmarks<\/a>.<\/div>\n\n\n<h2>Wrapping it Up<\/h2>\n<p>If there\u2019s anything that these top industries are showing us, it\u2019s that Instagram continues to be a powerful channel to reach followers and boost social engagement for all industries.<\/p>\n<p>To improve engagement on Instagram, stay tapped into your industry benchmarks so you have a more insightful perspective on what defines success with brands similar to yours. Find what works for your industry or brand when it comes to posting frequency and post types, but don&#8217;t hesitate to try something new like Reels.<\/p>\n<p>Every industry is different, but the one thing everyone can agree on is that your Instagram strategy can and should evolve. With the right benchmarks and insights, you can find the cadence, content, and engagement strategies that work best for your brand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media marketers everywhere want to know: Who\u2019s performing well on Instagram in 2023? In our 2023 Social Media Industry Benchmark Report, we found that brands across all industries are finding success with certain post types (looking at you, Reels) and proven Instagram best practices (hello, hashtags). But there are &#8230;<\/p>\n","protected":false},"author":83,"featured_media":32233,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,24],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lessons From the Top 5 Industries on Instagram | Rival IQ<\/title>\n<meta name=\"description\" content=\"Every industry performs differently on Instagram, but these are the top industries using Instagram and how they find success on the platform.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rivaliq.com\/blog\/top-industries-using-instagram\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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