In 2024, the most common type of format used on Instagram by brands was Stories, content that disappears after 24 hours. Overall, 71.92 percent of content published by brands was in this format. Approximately one in ten brand posts were images, and one in twenty were Carousels.
Distribution of brand content on Instagram 2024, by format
391,490 professional Instagram accounts (business and creator); 5,608,075 feed posts; 3,614,692 reels; 23,626,292 stories; 3,739,969 images; 1,848,495 carousels; 19,611 *reels from feed
Supplementary notes
According to the source: *Since Instagram categorizes all video formats as Reels, we differentiate those shared in the main feed from Reels shared exclusively in the reel feed. The former will be included in the Feed posts category.
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Metricool. (August 31, 2024). Distribution of brand content on Instagram 2024, by format [Graph]. In Statista. Retrieved October 20, 2024, from https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/
Metricool. "Distribution of brand content on Instagram 2024, by format." Chart. August 31, 2024. Statista. Accessed October 20, 2024. https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/
Metricool. (2024). Distribution of brand content on Instagram 2024, by format. Statista. Statista Inc.. Accessed: October 20, 2024. https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/
Metricool. "Distribution of Brand Content on Instagram 2024, by Format." Statista, Statista Inc., 31 Aug 2024, https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/
Metricool, Distribution of brand content on Instagram 2024, by format Statista, https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/ (last visited October 20, 2024)
Distribution of brand content on Instagram 2024, by format [Graph], Metricool, August 31, 2024. [Online]. Available: https://www.statista.com/statistics/1496795/instagram-distribution-brand-content-format/
