This report made by HubSpot. They crunched a serious amount of Instagram data to get these numbers together 110M posts across 1M users, to be exact!
This year, they uncovered some of the regional differences in two major English-speaking regions. To get that, they analyzed about 85M posts from North America, and 1.6M from the United Kingdom and Ireland separately.
You will see a lot in this report the term of Engagement! Let’s define it. The definition of engagement is the total number of likes and comments on a single post. To calculate the engagement rate, divide that number by how many followers a user has. That’s a more useful figure which shows how engaged a user’s following is, big or small.