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Video is the content type that tends to spark the most engagement on Instagram, according to recent research from quintly.

The report was based on data from an analysis of more than 8.9 million Instagram posts made by 44,432 brand profiles between January 1 and September 30, 2018.

Carousel posts (posts with multiple images) garner 2.2% more engagement (likes and comments) compared with single-image posts, and video posts garner 18.6% more engagement compared with carousel posts.

Video posts garner 21.2% more engagement, on average, compared with image posts.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji