According to the source, data is based on: "engagement as measurable interaction on organic and paid social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count. We provide a representative sample of national and international companies in each industry by selecting 150 companies at random from each industry in our database of over 200,000 companies. Companies selected had active presences on Facebook, Instagram, and Twitter as of January 2023, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 1,000 as of the same date."
In 2024, the average engagement rate of higher education posts on Instagram was *** percent, which is almost *** times the overall average of **** percent. Sports teams' posts also achieved higher than average interaction on Instagram, with a *** percent engagement rate. Fashion and Health and Beauty brands received lower than average engagement on Instagram. On average, brands on Facebook had an engagement rate of percent.
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Rival IQ. (February 25, 2025). Average engagement rate with brand posts on Instagram in 2024, by vertical [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/795367/most-popular-verticals-instagram/
Rival IQ. "Average engagement rate with brand posts on Instagram in 2024, by vertical." Chart. February 25, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/795367/most-popular-verticals-instagram/
Rival IQ. (2025). Average engagement rate with brand posts on Instagram in 2024, by vertical. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/795367/most-popular-verticals-instagram/
Rival IQ. "Average Engagement Rate with Brand Posts on Instagram in 2024, by Vertical." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Feb 2025, /statistics/795367/most-popular-verticals-instagram/
Rival IQ, Average engagement rate with brand posts on Instagram in 2024, by vertical ÌÇÐÄÆƽâ°æ, /statistics/795367/most-popular-verticals-instagram/ (last visited July 15, 2026)
Average engagement rate with brand posts on Instagram in 2024, by vertical [Graph], Rival IQ, February 25, 2025. [Online]. Available: /statistics/795367/most-popular-verticals-instagram/
