The more followers an #Instagram business page has, the more likely it is to include video in its mix of post types, according to a study from Quintly. As part of its report, Quintly analyzed more than 8.9 million posts during the Q1-Q3 2018 period from more than 44,400 profiles ranging in size from 0-1k followers to more than 10 million followers.
The analysis yielded an interesting benchmark: the vast majority (72.6%) of posts from these various pages were Image posts. In fact, posts were more than 4 times as likely to be Images as Videos (16.7% share), and almost 7 times more likely to be Images as Carousel posts (10.7% share).
However, the finding that 1 in 6 posts are Videos masks some intriguing differences by profile size. When sorting the results on post type distribution by page size, the analysis found a near-linear correlation between size and likelihood of using Videos. In other words, the larger the follower number, the more likely the page to use videos as part of the post mix, and the less likely to use Images.