Posts That Get the Most Engagement on Instagram

Creating Instagram posts that spark high engagement is the holy grail for micro influencers, content creators, e-commerce brands, and Amazon sellers alike. High engagement—measured in likes, comments, shares, saves, and overall interaction—means your content is resonating with your audience and being favored by Instagram’s algorithm. In this comprehensive guide, we’ll explore which types of posts get the most engagement on Instagram, why they work, and how you can craft your own high-engagement content. We’ll also touch on how micro influencers and user-generated content (UGC) play a pivotal role in boosting engagement.

By the end, you’ll know exactly what kinds of Instagram posts will captivate your followers and keep them double-tapping, commenting, and sharing. Let’s dive in!

Why Instagram Engagement Matters

In the competitive world of influencer marketing and social commerce, engagement isn’t just a vanity metric—it’s a key indicator of influence and trust. Posts that get the most engagement on Instagram tend to be shown to more people, creating a snowball effect of visibility. This is crucial for micro influencers (social creators with a smaller but highly engaged following) because as follower count goes up, engagement typically goes down – meaning those with tighter communities often see higher engagement rates. In fact, Instagram micro-influencers boast an average engagement rate of about 0.99%, the highest across all influencer tiers. This higher engagement is a big reason why brands love partnering with micro influencers – their audiences interact more, which can drive conversations and conversions.

For brands and Amazon sellers, an engaged audience on Instagram can translate into real business results. More engagement means more people are seeing and interacting with your products or brand message. Authenticity is key here: content that feels genuine often outperforms polished ads. Consider user-generated content (UGC), like customer testimonials or influencer-created posts featuring a product. UGC posts on social media have been found to have a 28% higher engagement rate than brand-produced content. No wonder nearly one-third of e-commerce marketers say Instagram generates the most engaging UGC of any platform– it’s a visual medium where customers love to share and engage with real experiences.

In short, engagement is the currency of Instagram. It builds community, boosts your post’s reach through the algorithm, and ultimately can lead to greater trust and sales. Now, let’s explore what kinds of posts actually drive that engagement.

Top Instagram Post Formats for Maximum Engagement

Not all Instagram posts are created equal. Some formats naturally encourage more interactions. According to recent industry benchmarks, carousel posts and short-form videos (Reels) tend to generate the highest engagement rates on Instagram. Here’s a breakdown of the top-performing post types and why they work:

• • Carousel Posts: Carousel posts (multiple images or videos in one post that users can swipe through) are currently the engagement champions. On average, carousel posts see about a 0.55% engagement rate, edging out other formats. Why do they work so well? Carousels invite interaction – users spend more time swiping through slides, which signals value to Instagram’s algorithm. In fact, Hootsuite’s research reveals a bonus advantage: if a user doesn’t engage with a carousel post the first time it’s shown, Instagram may reshow it with a different slide from the carousel on the next feed scroll. This gives your content a second chance to catch attention. Tip: Use carousels to tell a story or share a series of tips/images – and make the first slide super compelling so people swipe.

     

  • Reels (Short Videos): Reels come in a close second (around 0.50% engagement rate on average), and they excel in certain areas – particularly in reach and comments. Reels are Instagram’s short-form videos (up to 90 seconds) and the platform actively pushes them to new audiences. They achieve a much higher reach rate than other post types (often 2× the reach of static images or carousels) because Instagram’s algorithm favors Reels content for discovery. For influencers, Reels actually had the highest engagement rate (~2.08% in 2024) in one study. Their dynamic, entertaining nature encourages viewers not only to like, but also comment (think trending challenges or audio that prompt responses). Tip: Keep Reels short, catchy, and aligned with trending sounds or topics – Instagram tends to promote Reels under 90 seconds to broader audiences.

     

  • Static Image Posts: Traditional photo posts have the lowest average engagement of these three, about 0.45% on average. That doesn’t mean they’re ineffective – they’re the classic format and still necessary for a balanced feed. Image posts can be consumed quickly, which sometimes means fewer interactions per post than a carousel or Reel that people spend more time on. However, a great image with a strong caption can still go viral with likes and shares. Tip: To boost engagement on image posts, make sure they are high-quality visuals and pair them with compelling, conversation-starting captions. Even a static photo can spark tons of comments if you ask a good question or tap into a relatable mood.

To summarize these differences, here’s a quick comparison of Instagram post formats and their average engagement rates:

Note: Engagement rates above are averages across industries and account sizes in early 2025. Influencer posts often see higher percentages, especially for micro influencers who might get more engagement per follower due to close-knit audiences.

Don’t Ignore Stories and Lives (But They’re Different)

While not “posts” on your grid, Instagram Stories and Live videos deserve a mention. They don’t count toward your feed post engagement rate, but they offer additional ways to interact (polls, Q&As, reactions) which can boost your overall engagement and keep your followers invested in your content. Reels and Stories are actually the most preferred video formats on Instagram for user engagement – so it’s wise to incorporate short videos in either format. Just remember, our focus here is on feed posts which have likes/comments, whereas Stories have their own metrics (views, replies). Use Stories to complement your feed strategy (e.g. tease a new Carousel via Stories to drive clicks to your post).

The Content That Drives Instagram Engagement

Beyond format, the substance of your post is what truly compels people to engage. To create posts that get the most engagement on Instagram, focus on content that provides value or emotional impact to your audience. Hootsuite recommends balancing your social content across four key categories – educate, entertain, inspire, and promote. The first three categories (educational, entertaining, and inspirational content) are especially powerful for driving engagement:

• • Educational Content: Posts that teach something tend to get saved and shared a lot. Think tips, how-to guides, mini-tutorials, or “did you know?” facts relevant to your niche. For example, a micro influencer in skincare might post “5 Tips for Clear Skin” as a carousel – followers might save this for later or tag friends who need the advice. Educational posts spark curiosity and provide value, which encourages people to engage (asking questions, saving the post, etc.).

     

  • Entertaining Content: Instagram is a place to unwind and be entertained. Fun or light-hearted posts often rack up likes and comments. Examples include behind-the-scenes peeks, memes or relatable humor in your niche, trending challenges, or personal stories. Entertaining content should be intriguing, quick, and punchy – for instance, a funny Reel or a before-and-after post with a surprise reveal can prompt followers to react with laughter or share their own experiences.

     

  • Inspirational Content: People love content that inspires or emotionally moves them. Uplifting stories, quotes, or examples of community good can drive a ton of positive comments (“This is so inspiring!”) and shares. Inspirational posts should have a memorable, positive impact and often encourage followers to take action or reflect. For example, an influencer might share a personal journey or a small business might post a customer success story – these human-centric stories can really strike a chord.

     

  • Promotional Content (Used Sparingly): While promotions (product posts, sales announcements, “buy now” messages) are necessary, pure promos usually see lower engagement. No one likes a feed that’s all ads. That’s why experts advise sticking to an 80/20 rule or similar – about 80% of your posts should inform, educate, or entertain, and only ~20% directly promote your brand. By limiting overt ads and focusing on value, you actually keep followers more engaged overall (and then when you do promote, they’re more receptive).

Keep these content pillars in mind as you plan your posts. A healthy mix ensures you’re consistently offering something that resonates with followers. For example, an Amazon seller using Instagram might post educational content (product how-tos or industry tips), some entertaining bits (a day-in-the-life Reel of running the business), inspirational notes (customer testimonial or founder story), and occasional promotions (new product launch with a limited-time offer). This variety keeps the feed engaging and builds a connection with the audience, rather than just constantly selling.

Leverage Authentic, User-Generated Content (UGC)

If there’s one word to remember for engagement, it’s authenticity. Content that feels real and relatable outperforms overly polished content almost every time. This is where user-generated content (UGC) shines. UGC can be anything from a customer’s Instagram photo using your product, to a video review from a micro influencer, or even content created by fans. People trust other people more than brands: 93% of marketers agree that content created by consumers performs better than branded content.

To harness UGC on Instagram:

• • Encourage your customers or followers to share their experiences. For example, a fitness brand might create a hashtag for a workout challenge, prompting users to post their progress.

     

  • Feature UGC on your own page. Reposting a happy customer’s photo or an influencer’s creative use of your product not only flatters that creator (who will likely engage with and share your post), but also shows your broader audience a real-life example of your brand in action. This kind of content builds trust and tends to get strong engagement because it’s people-centric and relatable.

Remember, micro influencers are essentially UGC creators at scale. They produce content that feels genuine and speak the language of their niche communities. That’s why brands (even big ones) use platforms like Stack Influence to connect with armies of micro influencers for campaigns – a network of everyday creators producing authentic posts can flood Instagram with engaging, word-of-mouth style content. The result? A treasure trove of UGC that not only engages followers, but also acts as social proof for the brand. (Stack Influence is one such platform that links e-commerce brands and Amazon sellers with micro influencers to generate authentic content and buzz.)

Key Elements of Highly Engaging Instagram Posts

No matter the format or content type, the best-performing Instagram posts tend to have a few things in common. Here are the crucial elements to maximize engagement on your posts that get the most engagement on Instagram:

1. 1. Eye-Catching Visuals: Instagram is a visual platform first and foremost, so your photos or videos need to grab attention as people scroll. Use bright, high-quality images or crisp video. You don’t need a professional camera necessarily—smartphone cameras plus good lighting can do wonders—but do make sure your composition is appealing. Bold colors, clear subject focus, and on-brand style help your content stand out in the feed. If you’re a content creator, develop a signature look or aesthetic that hooks viewers at first glance.

       

   2. Compelling Captions: A picture may be worth a thousand words, but a great caption can be the hook that drives engagement. Use your caption to tell a story or ask a question. Posts that get the most engagement on Instagram often have captions that invite people to interact – for example, “What do you think about ___? Tell me below 👇” or “Tag a friend who needs to see this!” Questions and call-to-action phrases in captions are proven ways to prompt comments and shares. Also, don’t be afraid to show some personality or share a personal anecdote; authenticity in captions builds connection.

       

   3. Strategic Hashtags: Hashtags are still a significant discovery tool on Instagram – and yes, the algorithm loves them when used properly. Rather than spamming 30 hashtags, it’s often more effective to use a focused handful. According to Hootsuite’s social media guide, using about 3–5 relevant hashtags per post is a sweet spot for optimal engagement. Choose hashtags that are popular but also specific to your audience or niche (to avoid getting lost in millions of posts). For example, a travel micro influencer might tag #TravelTips (broadly popular) and #BudgetTravelHacks (niche-specific). Consistency in the hashtags you use can also establish your presence in those topic communities.

       

   4. Post Timing and Frequency: When you post can affect who sees it and how much engagement it gets. It’s important to post when your followers are most active – this could be evenings, early mornings, or lunch hours depending on your audience demographics (your Instagram Insights can tell you this). Higher initial engagement in the first hour or two can help your post get shown to more people. Additionally, maintain a consistent posting schedule to stay on your audience’s radar. Interestingly, over half of consumers say an influencer’s posting frequency is more important to them than the influencer’s follower count. Consistency builds trust and expectation; your followers will know to look out for your content regularly, which can lead to better engagement rates per post.

       

   5. Audience Interaction and Community Building: Engagement is a two-way street. The most engaging Instagram posts often continue to generate activity because the creator is actively involved in the conversation. Make sure you respond to comments on your posts, especially soon after posting. When followers see that you’re listening and chatting back, they’re more likely to comment in the first place (and even come back to continue the discussion). Also, engage outside of your own posts: like and comment on followers’ content, or on other creators’ posts in your niche. This kind of community engagement often comes back around to boost your own post interactions (plus, Instagram notices when you’re active and might reward you with more visibility). As one expert put it, outbound engagement is also engagement – by proactively connecting with your target audience’s content, you foster a culture of interaction.

       

   6. Calls to Action & Interactive Elements: Want more engagement? Ask for it (nicely). Encourage your audience to engage by using calls to action in your content. For instance:

       

      • In your caption, prompt a response: “Which of these looks is your fave? 💬 Comment below!” or “Double-tap if you agree!”.

         

      • Use Instagram’s interactive stickers in Stories (polls, quizzes, question boxes) to get quick interactions that can warm up your audience to engage with your feed posts too.

         

      • Consider hosting the occasional contest or giveaway where entry requires a like, comment, or tag. (Example: “💥 Giveaway time! Like this post and tag a friend to enter…” – these naturally boost engagement metrics). Just use contests sparingly and follow Instagram’s promotion guidelines, as you want genuine engagement, not just freebie hunters.

         

      • Utilize carousel posts creatively: For example, make the cover slide say “Swipe 👉 for a surprise” or “Swipe to see the before/after”. This explicit call-to-action can entice people to swipe through (and remember, more swipes = more engagement signals to Instagram).

         

   7. Trending Topics & Relevant Themes: Keep an eye on what’s trending in your community or globally. Posts tied to a trend (e.g., a popular challenge, a holiday, a viral hashtag) can get a boost because people are already primed to engage with that topic. Just ensure it’s relevant to your brand or niche. Also, align your content with what your followers care about – for example, if you’re a content creator focusing on eco-friendly living and there’s a buzz about Earth Day, creating content around that theme can spur extra engagement through relevance and timeliness.

By combining the right format (carousel, Reel, etc.), valuable content, and these engagement-boosting elements, you set up every post for success. It’s like giving your content the best possible chance to take off.

Content Ideas to Boost Instagram Engagement (Bullet List)

Looking for inspiration? Here are some proven content ideas that often result in posts with high engagement on Instagram. Mix these into your content calendar:

1. 1. Tutorial or Tip Carousel: Break down a helpful how-to or list of tips into a swipeable carousel. Example: “10 Photography Tips for Instagram 📸” with each slide showing a tip. These tend to get saved a lot (saves = super valuable engagement) and often shared in Stories by your followers.

       

   2. Relatable Meme or Quote: A funny meme or an inspiring quote that speaks to your audience’s interests can go viral with likes and shares. Micro influencers often build rapport with their niche by posting “That’s so me!” content that followers can’t help but tag their friends in.

       

   3. Before-and-After Transformation: If applicable to your niche (fitness, beauty, DIY, home decor, etc.), before-and-after posts draw curiosity. They encourage people to swipe (if in a carousel) and comment on the change. It’s inherently engaging to see progress or a big reveal.

       

   4. Ask Me Anything (AMA) or Q&A Post: Prompt your audience to ask you questions in the comments (or via the Question sticker in Stories and then share the answers in a post). This invites a flood of comments. For instance, an Amazon seller could say “Ask me anything about how we started our business!” – people love behind-the-scenes insights.

       

   5. Contest/Giveaway: As noted, a well-executed giveaway can spike engagement. E.g., “💝 Giveaway! 💝 We’re giving one lucky follower a $50 gift card. To enter: 1) Follow us, 2) Like this post, 3) Tag a friend in the comments.” Such posts often get tons of comments and new followers. Just be sure to make the prize and rules clear to attract genuine fans.

       

   6. User Feature or Testimonial: Shine the spotlight on a follower or customer. Share their story or post (with permission) and celebrate them. For example, share a fan’s photo using your product and caption it with their experience. Not only will that person likely engage and share, others will see that you value your community, prompting more engagement and maybe motivating them to get featured next time.

       

   7. Trend-Jacking Reel: Hop on a trending Reel format or hashtag in your own style. If there’s a popular audio clip or challenge circulating, find a creative way to tie it to your content theme. Trend-based Reels can get explosive reach if done early, bringing in a wave of new viewers and engagement (especially if the trend is hashtag-driven or being pushed by Instagram).

       

   8. Polls and This-or-That Posts: People love sharing their opinions in quick and easy ways. While native polls are a Stories feature, you can simulate it in posts by asking people to choose between options via comments or by liking one of two images in a carousel. For example, a fashion influencer might post two outfits side by side and ask “Which look should I wear to tonight’s event? 1 or 2? 👗🤔 Comment below!” This simple interactive prompt can drive a lot of comments.

Each of these content ideas taps into psychology – whether it’s curiosity, humor, competitiveness, or the desire to be heard. By incorporating these ideas (and putting your own personal or brand twist on them), you increase the likelihood of creating posts that get the most engagement on Instagram.

Final Thoughts: Turning Engagement into Growth

Crafting Instagram posts that garner tons of likes, comments, and shares is both an art and a science. It requires understanding your audience, keeping up with platform trends, and consistently delivering content that either educates, entertains, or inspires (and occasionally promotes). As we’ve seen, formats like carousels and Reels are excellent vehicles for high engagement content – but it’s the value and authenticity of your posts that will ultimately get followers to interact.

Keep in mind that engagement leads to more engagement. Once your community sees that your Instagram posts are consistently interesting and that you genuinely engage back, they’ll be more likely to keep the cycle going. This virtuous circle can help you grow your follower base too, since Instagram’s algorithm loves showing popular, engaging posts to new people. In a very real sense, every like or comment is a small building block of a growing Instagram presence.

Whether you’re a micro influencer trying to monetize your content, an e-commerce entrepreneur aiming to boost your product’s visibility, or a content creator building your personal brand, focusing on posts that get the most engagement on Instagram is a smart strategy. It’s not about chasing vanity metrics for their own sake, but about fostering a lively community around your content. High engagement means your message is being heard and inspiring action.

So, experiment with carousels full of helpful tips, create that funny Reel you’ve been thinking about, ask your audience questions, and share those heartfelt stories. Pay attention to your analytics to see what hits home the most. And remember, even as algorithms evolve, the core principle stays the same: if you consistently deliver content that people find valuable or delightful, they will engage with it.

Now it’s your turn – go create the next post that everyone can’t help but like and comment on! 📈🎉 By implementing these tactics and ideas, you’ll be well on your way to routinely crafting Instagram’s most engaging posts for your audience.