Our newsletterVendor reportSprout Social, 2026
Instagram users respond first to brand’s short videos, then creator-style content
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Share of social users most likely to interact with each brand content type on Instagram
Share of social users most likely to interact with each brand content type on Instagram| Content type | Share of users likely to interact (%) |
|---|---|
| Short-form video (<60 seconds) | 52% |
| User-generated content | 25% |
| Influencer content | 23% |
| Live video | 22% |
| Static images / Long-form video | 19% |
- 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. This figure shows the share of users likely to interact with each brand content type on Instagram: short-form video under 60 seconds 52%, user-generated content 25%, influencer content 23%, live video 22%, and static images or long-form video 19%. 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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