6 trends influencing the Health category on Instagram

In this post we take a look at trends in the Health category over the past 6 months on Instagram. We unpick the factors driving high engagement performance and look at the top brands in this category.

1) Performance is trending upward

Engagement rates (likes + comments divided by the number of followers) are the key metric used in influencer marketing to gauge post performance.

Average brand-sponsored post engagement rates across nearly all market categories vary over time. Some are trending up,  some down, some are seasonal, some cyclical and a few are flat. In the Health category we see an upward trend over the past 6 months, with a particularly strong period in February and March, where average engagement rates were around 20% above the trending level average.

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SEE ALSO: Known knowns and known unknowns in influencer marketing

The average brand-sponsored engagement rate over this period is 2.9%. The average organic engagement rate in the Health category is 28% higher at 3.7%.

This means that while you might expect to get around 37k engagements from an influencer with a million followers (based on their reported organic engagement rate) and an overall past average engagement rate of 3.7%, you’re actually more likely to get around 29k when you consider the drop-off for brand-sponsored posts.

 

2) Vision Care is the strongest performing Sub-Category

Nutrition & Dietary is the largest sub-category within Health, representing over 50% of all posts. The best performing is Vision Care with an average engagement rate over this period of 4.1%, 42% higher than the Health category overall average.

This is an example of a Vision Care post by influencer @itslinamar for Specsavers. It achieved an average engagement rate of 8.9%, placing it in the top 4.9% of Instagram Health category campaigns.

 

3) The 5 best performing brands are promoting protein or other food supplement products

Bulk Powders for example have achieved a huge average engagement rate of 9.8% on over 20 branded posts on Instagram over the past 3 months. This places them in the top performing 5% of all campaigns on Instagram over this period.

 
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4) Brand Promotions and Competition / Giveaways are the best performing

Just under 60% of Health posts are Product Promotions, which achieve an average engagement rate of 3.0%. Brand Promotions and posts that include a Competition / Giveaway outperform these by 11% and 7% respectively. 

 
 

5) Friends & Family posts outperform average by 17%

Posts featuring Friends & Family perform strongly in the Health category. Other strong performing post focuses are Full Influencer and Selfies.

Here we show the % difference of each post focus from the overall average.

 
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6) Posts shot in natural environments perform well

Posts shot in locations such as Beaches, Forests and Rivers achieve the strongest engagement performance, with some achieving 4-5x the Health category average.


CampaignDeus collect, augment and analyse large volumes of data on social media influencers. Our Insights & Benchmarking platform enables marketers to gain deep insights into what drives engagement on different platforms. Click here to learn how you can get access.


Duncan Stoddard is the co-founder and Chief Data Officer of CampaignDeus. Previously a data scientist with DS Analytics, AlphaSights and media agency Mindshare. He specialises in statistical modelling, machine learning and data visualisation.