U.S. higher education Instagram engagement 2023

As of May 2023, James Madison University had the highest Instagram engagement rate of D1 higher education institutions in the United States, with an overall engagement rate of 7.26 percent and 988 thousand interactions. The Georgia Institute of Technology had an engagement rate of 4.95 percent and 1.28 million content interactions.

Leading higher education institutions in the United States on Instagram as of May 2023, ranked by user engagement

Characteristic	Total interactions (engagement)	Engagement rate in %
James Madison University	988,483	7.26
Georgia Institute of Technology	1,280,801	4.95
Northern Arizona University	1,564,924	4.38
Texas A&M University, College Station	3,691,392	4.14
Michigan State University	1,521,008	4.29
University of Virginia	1,463,267	4.36
University of Houston	1,106,373	4.46
Texas Christian University	1,775,207	4.05
University of Connecticut	1,017,118	4.59
North Carolina State University	950,997	4.65

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Release date

August 2023

More information

Region

United States

Survey time period

June 1, 2022 to May 31, 2023

Special properties

interactions = reactions comments, shares

Supplementary notes

According to the source: "We surveyed all D1 and D2 colleges and universities on social media between June 1, 2022 and May 31, 2023 on Facebook, Instagram, TikTok, and Twitter. Using this data and a weighted formula, we generated an overall engagement ranking for each school. The top-ranked colleges and universities on social media have high engagement rates with average or better audience size and posting volumes.

We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. We used engagement rate by follower to measure engagement on Facebook, Instagram, and Twitter, which is defined as the total engagement divided by the number of followers. We used engagement rate by view to measure engagement on TikTok, which is defined as the total engagement divided by the number of views."

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