Our newsletterVendor reportSprout Social, 2026
60% of consumers interact with brand content on Instagram multiple times a week
Engagement
60%
of consumers interact with brand content on Instagram at least multiple times per week
- Reader Note:
- Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. The figure is the share of consumers who said they interact with brand content on Instagram at least multiple times per week. The report does not state the base size for Instagram users specifically.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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