If you feel like your Instagram account has become a little stagnant, it may be because you aren’t getting enough reach with your posts. Reach refers to the number of unique accounts that have seen your post. For example if 3 people see a particular post once your reach is 3. If those 3 people view the same post 5 times each your reach remains at 3.
I happened to observe that my highest reaching posts were nearly all videos.
This is a screenshot of my highest reaching posts in the last 1 year (IG business insights). As you can see 11/15 of my highest reaching posts were videos. This led me to believe that video content had a greater reach than photo content. I’ll show you some more proof down below.
The first screenshot shows the statistics of a photo upload. The second screenshot shows the statistics of a video upload. The photo has higher engagement (e.g. likes, comments, etc . I know this for sure via my IG insights) but the reach is only marginally better. Surprisingly the video upload reached more accounts that weren’t already following me.
Photo – 23,402 accounts reached that weren’t already following me.
Video- 34,168 accounts reached that weren’t already following me.
Here is another example, this time showing higher reach for the video content despite having poorer engagement than the photo. The reach to ‘new accounts’ was massively in favour of the video (60% vs. 13%).
Photo- 4567 accounts reached who weren’t already following me
video- 28,912 accounts reached who weren’t already following me.
Not only did the video content (which had poorer engagement) reach more people in general but it reached 24,345 more accounts who weren’t already following me (potential new followers) than the photo upload.
This is just my personal observations but maybe you should consider uploading more video content when trying to grow your account as reach seems to be higher in general as well as to accounts outside of your following.