In 2021, Instagram accounts with 10,000 (or less) followers achieved a post reach rate of 20%.
This figure gets diluted for accounts with more followers. As a sliding scale, 9% post reach has been observed for account sizes of 200,000 followers or more.
Here’s a graph to help you visualise that:
Using these figures above, you could accurately calculate ROI on your Instagram campaigns.
The reach give you the key metric of knowing EXACTLY how many people an individual Instagram post will been seen by.
Post reach is the social media equivalent to open rate in email marketing.