An analysis of 700 million Instagram posts reveals shifting effectiveness of content formats across different account sizes, with posting frequency emerging as the strongest predictor of account growth, regardless of follower count.

Metricool and HypeAuditor‘s joint “Instagram Content Playbook 2025” examines performance metrics across six account tiers, ranging from under 1,000 to over 1 million followers, and analyzes data collected from January to June 2025.

The research shows that for smaller accounts (under 50,000 followers), Reels consistently drive higher reach compared to other content formats, making them essential for discovery and audience growth. For accounts with fewer than 1,000 followers, Reels generate a median reach of 134 views, compared to 56 for carousels and 23 for static images. Carousels, however, edge out Reels slightly on engagement, averaging 7 likes versus 6.

As accounts grow, the performance dynamics shift significantly. For accounts with 500,000 to 1 million followers, carousels begin to match Reels in reach while delivering superior engagement. Brand accounts in this bracket see carousels generating around 1,034 median likes compared to 807 for Reels, while creators record an even sharper gap – 4,983 likes on carousels versus 2,600 on Reels.

For the largest accounts (those with more than 1 million followers), carousels dominate across all key metrics. Brand accounts in this tier see carousels delivering a median reach of 217,668 views compared to 110,500 for Reels, while also generating 4,980 median likes versus 2,900 for Reels. Among creators, the gap is even more pronounced – carousels reach around 219,000 with 15,080 likes, more than double the engagement Reels achieve at 6,400 likes.

Posting Frequency as Primary Growth Driver

Perhaps the most notable finding is the direct correlation between posting frequency and account growth across all account sizes. The report reveals that 93.5% of Instagram accounts post only once a week or less, resulting in an average yearly follower loss of 2%.

The data demonstrates a clear scaling effect:

• Accounts posting 2-3 times weekly achieve 19% average growth
• Accounts posting 4-6 times weekly see 33% growth
• Accounts posting 7-10 times weekly reach 63% growth
• Accounts posting more than 10 times weekly experience 79% yearly growth

Despite these findings, the overwhelming majority of accounts (93.51%) maintain posting frequencies that result in stagnation or decline, suggesting a significant gap between effective posting strategies and common practice.

Optimal Posting Times

The study identifies 8 p.m. as the time with the highest average number of connected users globally, regardless of time zone. The timing analysis indicates that 7 p.m. and 9 p.m. are the next most effective posting times.

Wednesday and Friday emerge as the days with the highest user activity, a shift from previous research that identified Monday and Thursday as optimal posting days.

Content Strategy Between Brands and Creators

The report highlights significant differences in how brands and creators approach content distribution across Instagram formats:

For accounts under 1,000 followers:

• Brands post Reels most frequently (44.9%), closely followed by images (40%)
• Creators still favor static images (45.4%), with Reels second (35.8%)

For accounts with 10,000 to 50,000 followers:

• Brands prefer Reels (47%) while showing balanced performance across formats
• Creators heavily favor Reels (62%), though carousels generate 140 median likes compared to 90 for Reels

For accounts with 500,000 to 1 million followers:

• Brands predominantly post Reels (61%) despite carousels and images generating higher reach
• Creators also prioritize Reels (73%) even as carousels deliver superior engagement

For accounts exceeding 1 million followers:

• Brands continue to favor Reels (57%) despite carousels outperforming in all metrics
• Creators maintain focus on Reels (67%) while using carousels strategically (20%)

This persistent preference for Reels, despite carousels’ superior performance for larger accounts, suggests a potential misalignment between content strategy and optimal performance metrics.

Trial Reels Feature and Safe Content Testing

The report details Instagram’s trial Reels feature that allows creators to test content with non-followers before wider distribution. This feature, currently being tested with select accounts, shares Reels exclusively with algorithmically targeted non-followers.

These trial Reels don’t appear on the creator’s profile, Reels tab, or followers’ feeds initially. After approximately 24 hours, creators receive engagement insights and can choose to share the content with their entire audience, leave it as a trial, or delete it.

The playbook recommends using trial Reels specifically for growth-oriented content, focusing on engagement rates above 5% or exceeding the account’s baseline, and experimenting with different hooks, formats, and creative concepts.

Influencer Collaborations Generate Triple Engagement

The analysis finds influencer-created content generates three times more likes and comments than brand-created content. The report attributes this performance gap to influencers’ authenticity, storytelling capabilities, and established trust with their audiences.

For brands seeking to maximize engagement, the research recommends selecting relevant creators whose audience demographics match target markets, providing creative freedom to maintain authenticity, tracking engagement quality rather than reach alone, and building long-term partnerships to strengthen brand association.

Scheduling Doesn’t Impact Algorithm Performance

Contrary to common beliefs, the report confirms that scheduling posts in advance does not negatively affect reach or engagement, citing verification from Instagram head Adam Mosseri.

The playbook recommends establishing sustainable posting frequencies, creating content in batches, automating publication through scheduling tools, and maintaining flexibility to incorporate timely trends as needed.

Practical Implementation Recommendations

The report concludes with tactical recommendations for maximizing content performance:

For Reels:

• Start with strong hooks in the first two seconds
• Add on-screen text to maintain viewer interest
• Use multiple cuts/scenes every few seconds
• Keep content short and easy to watch
• Utilize trending audio for increased discoverability
• Engage quickly with early comments to boost algorithmic reach

For all content formats:

• Share Reels to Stories to increase view counts
• Post at peak audience times (primarily 7-9 p.m.)
• Create catchy thumbnails with text overlays
• End with clear calls-to-action
• Optimize captions with relevant keywords
• Analyze top-performing content to identify successful patterns

The “Instagram Content Playbook 2025” presents these findings as benchmarking tools rather than prescriptive rules, encouraging creators and brands to compare their metrics against industry standards while adapting their strategies to meet the specific needs of their audience and the capabilities of their content.

Image credit: Metricool & HypeAuditor
The full report is available here

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