Today, do you get a better engagement rate on Instagram or on LinkedIn?
This article has been written by our Instagram expert who will tell you what are the most efficient strategies in your niche
We will tell you what works for your niche on social media
LinkedIn consistently delivers higher conversion rates for B2B services and professional coaching, while Instagram dominates visual niches with superior engagement rates for smaller accounts.
The platform you choose depends entirely on your audience's professional intent and your content format preferences. LinkedIn converts 2-3× better for high-consideration offers, but Instagram generates more raw engagement and reaches younger demographics more effectively.
And if you need help with your social media, our team can take a look and help you grow more efficiently.
Summary
Instagram excels in visual engagement with nano accounts achieving 3.45-8% engagement rates, while LinkedIn dominates professional conversions with B2B services seeing 2.4-3.6% engagement rates. LinkedIn's smaller accounts under 5K followers achieve 6% average engagement, significantly outperforming larger accounts on both platforms.
| Metric | Instagram Performance | LinkedIn Performance |
|---|---|---|
| Nano Account Engagement (1-10K) | 3.45-8% engagement rate, 200-800 likes per post | 6% average for accounts under 5K followers |
| Micro Account Engagement (10K-100K) | 2-3.12% engagement rate, 500-2K likes per post | 0.41-0.87% for 5K-50K followers |
| B2B Service Conversion | 0.4-1.2% engagement, lower trust levels | 2.4-3.6% engagement, 3.6% conversion rate |
| Coaching/Consulting ROI | 1.8-2.5% engagement, 2-3% conversion | 5%+ engagement, 5-15% conversion rate |
| Advertising Costs (CPM) | $2.50-$8.58 with 1.08-1.19% CTR | $5.01-$26.91 with 0.41-0.6% CTR |
| Bot Traffic Impact | 10% fake accounts, 35% ER drop if detected | 25% fake ad traffic, 40% lower true reach |
| Best Content Formats | Reels (2.08% ER), Stories (71.9% brand usage) | Long-form posts (24× video engagement), polls |
What's the current average engagement rate on Instagram vs LinkedIn for accounts under 10k, 10k–100k, and 100k+ followers?
Instagram nano accounts under 10K followers achieve 3.45-8% engagement rates, significantly outperforming LinkedIn's medium-sized accounts but falling behind LinkedIn's smallest accounts under 5K followers at 6%.
| Account Size | Instagram Engagement Rate | LinkedIn Engagement Rate |
|---|---|---|
| Under 10K followers | 3.45-8% (nano accounts peak performance) | 6% average for accounts under 5K |
| 10K-100K followers | 2-3.12% (micro influencer range) | 0.41-0.87% for 5K-50K range |
| 100K-500K followers | 1.5-2.37% (mid-tier decline) | 0.11-0.3% for 50K-100K range |
| 500K+ followers | 0.94-1.93% (macro influencer rates) | Similar decline pattern continues |
| Platform Advantage | Better for visual content creators | Higher quality professional interactions |
| 2024-2025 Trend | 28% year-over-year engagement drop | 40% decline in impressions overall |
| Algorithm Focus | Reels now drive 49% of engagement | Long-form content gains SEO traction |
What are the typical average likes and comments per post on each platform across these account size tiers?
Instagram generates significantly higher raw engagement numbers with nano accounts receiving 200-800 likes and 15-30 comments per post, while LinkedIn's interactions focus on quality over quantity.
Instagram's micro accounts typically see 500-2K likes and 20-50 comments, demonstrating the platform's strength in visual content engagement. LinkedIn's equivalent accounts produce 100-500 likes and 10-30 comments, but these interactions come from professionals and decision-makers.
The key difference lies in interaction quality rather than quantity. LinkedIn comments tend to be longer, more thoughtful, and come from users with purchasing power. Instagram comments are often shorter but come in higher volume, making them better for brand awareness than lead generation.
Macro accounts on Instagram can generate 2K-10K likes and 50-100 comments, while LinkedIn's larger accounts achieve 500-2.4K likes with 20-60 comments. The engagement rate decline on both platforms as follower count increases reflects the challenge of maintaining authentic connections at scale.
How do engagement rates vary by niche (e.g. personal branding, coaching, fashion, B2B services, tech, education)?
Fashion dominates Instagram with 2.3%+ engagement rates while struggling on LinkedIn at 0.99%, whereas B2B services achieve 2.4-3.6% on LinkedIn compared to just 0.4-1.2% on Instagram.
| Niche | Instagram ER | LinkedIn ER | Top Content Formats |
|---|---|---|---|
| Fashion | 2.3%+ (visual strength) | 0.99% (limited appeal) | Instagram: Reels, Stories, outfit posts |
| B2B Services | 0.4-1.2% (poor fit) | 2.4-3.6% (native audience) | LinkedIn: Case studies, whitepapers |
| Coaching | 1.8-2.5% (decent reach) | 5%+ (high intent audience) | LinkedIn: Live videos, testimonials |
| Tech | 0.86% (technical content struggles) | 2.4% (professional audience) | LinkedIn: Product demos, tutorials |
| Education | 1.8% (broad appeal) | 1.8% (equal performance) | Both: Long-form educational content |
| Personal Branding | Varies by visual appeal | Higher for professional niches | Platform-specific content strategies |
| Beauty/Cosmetics | High performance (visual native) | Low performance (wrong audience) | Instagram: Before/after, tutorials |
What's the average conversion rate per platform when selling a product or service (split by digital products, coaching, affiliate, services, events)?
LinkedIn consistently outperforms Instagram across all offer types, with coaching seeing the most dramatic difference at 5-15% conversion rates on LinkedIn versus 2-3% on Instagram.
| Offer Type | Instagram CVR | LinkedIn CVR | Best Performing Content Strategy |
|---|---|---|---|
| Digital Products | 1.08% | 2.3% | Instagram: Reels demos; LinkedIn: Educational webinars |
| Coaching Services | 2-3% | 5-15% | LinkedIn: Client testimonials, free workshops |
| Affiliate Marketing | 0.63% | 1.2% | Instagram: User-generated content; LinkedIn: Data-driven reviews |
| Professional Services | 0.8% | 3.6% | LinkedIn: Detailed case studies, industry insights |
| Events/Webinars | 1.5% | 4.1% | LinkedIn: Interactive polls, live Q&A sessions |
| Physical Products | Higher for impulse buys | Lower for consumer goods | Instagram: Shoppable posts, influencer partnerships |
| High-Ticket Items | Lower due to trust barriers | Higher due to professional context | LinkedIn: Thought leadership, authority building |
Which audience type dominates each platform, and what kind of content does each group engage with most?
Instagram's audience skews toward Gen Z users spending 53 minutes daily and women comprising 55.4% of U.S. users, while LinkedIn attracts professionals aged 25-34 (47.3%) with 53% earning over $100K annually.
Instagram users are visual learners who engage most with Reels (consuming 49% of their platform time) and Stories (used by 71.9% of brands). The platform's algorithm heavily favors short-form video content, with Reels achieving 2.08% engagement rates for influencers compared to static posts.
LinkedIn's professional audience engages 24× more with long-form posts than video content, preferring industry analysis, polls, and thought leadership pieces. The platform's users have high purchasing power and decision-making authority, making them valuable for B2B conversions despite lower raw engagement numbers.
Content consumption patterns differ dramatically between platforms. Instagram users seek entertainment and inspiration through visual content, while LinkedIn users consume educational and industry-specific information during work hours. This fundamental difference explains why coaching and B2B services convert better on LinkedIn despite Instagram's higher engagement rates.
If you're struggling to identify what content works in your niche, we can help you figure it out.
Where are creators seeing the highest ROI when comparing Instagram and LinkedIn funnel metrics from reach to purchase?
LinkedIn delivers 5× higher ROI for B2B creators with 82% of marketers prioritizing it for lead quality, while Instagram provides 23% higher engagement than Facebook but struggles with B2B trust at 68% versus LinkedIn's 70%.
The funnel performance differs significantly between platforms. Instagram excels at top-of-funnel awareness with its visual content driving higher initial engagement, but LinkedIn's professional context creates better mid-funnel consideration and bottom-funnel conversions.
Creators selling high-consideration services like consulting, coaching, or B2B software see dramatically better ROI on LinkedIn. The platform's professional environment builds trust faster, and its audience has both the authority and budget to make purchasing decisions without extensive consultation.
Instagram works better for impulse purchases and lower-priced digital products where visual appeal drives quick decisions. The platform's younger demographic and entertainment-focused environment favor products under $100 and lifestyle-oriented services.
Cross-platform strategies often yield the best results, with creators using Instagram for brand awareness and LinkedIn for conversion. This hybrid approach leverages Instagram's reach and LinkedIn's conversion strength, though it requires platform-specific content adaptation.
How much fake traffic or bot activity exists on each platform, and how does it affect perceived engagement?
Instagram hosts 95 million fake accounts globally (10% of total accounts), while LinkedIn sees 25% of its ad traffic coming from bots, with 250 million suspected bot accounts affecting analytics accuracy.
Bot activity on Instagram primarily inflates likes and comments, creating artificially high engagement rates that can mislead creators about their actual performance. When bot activity is detected, accounts typically see a 35% drop in engagement rates as the platform's AI systems penalize fake interactions.
LinkedIn's bot problem is more sophisticated, with fake traffic skewing advertising metrics and reducing true reach by up to 40%. This makes CPM and conversion tracking less reliable, particularly affecting B2B campaigns that rely on precise targeting and measurement.
The impact extends beyond vanity metrics. Brands and creators often make strategic decisions based on inflated engagement data, leading to misallocated budgets and unrealistic growth expectations. Both platforms are investing heavily in AI detection systems to combat this issue.
Instagram's recent algorithm updates penalize accounts with suspected fake engagement, while LinkedIn has implemented stricter verification processes for new accounts. Creators should focus on authentic engagement metrics and use third-party analytics tools to verify their actual performance.
Where do users spend the most time per session and per content type, and how does that impact creator visibility?
Instagram users average 33 minutes daily with Gen Z spending 53 minutes, primarily consuming Reels which dominate 50% of platform time, while LinkedIn users spend 8.33 minutes per session with 57% on mobile devices.
Instagram's algorithm heavily rewards content that keeps users engaged longer, making Reels the preferred format for visibility. The platform prioritizes content that achieves high watch time and completion rates, explaining why short-form video creators see better organic reach than static post creators.
LinkedIn's shorter session times don't necessarily indicate lower engagement quality. The platform's professional context means users consume content more intentionally, with long-form posts gaining SEO benefits and appearing in Google search results, extending their lifespan beyond the platform.
Content type performance varies dramatically. Instagram Stories have a 24-hour lifespan but reach 71.9% of brand followers, while LinkedIn articles can generate traffic for months. This difference affects content strategy, with Instagram requiring consistent daily posting and LinkedIn allowing for less frequent but more substantial content pieces.
The algorithm shift toward Reels on Instagram has created challenges for creators who built audiences through static posts. Meanwhile, LinkedIn's emphasis on dwell time (30+ seconds) rewards creators who can write compelling long-form content that holds professional attention.
What are the average CPM, CPC, and CTR on paid promotions across both platforms?
Instagram advertising costs significantly less with CPM ranging from $2.50-$8.58 and CPC from $0.40-$1.73, while LinkedIn commands premium rates at $5.01-$26.91 CPM and $5-$8 CPC due to its professional audience quality.
| Advertising Metric | Instagram Performance | LinkedIn Performance |
|---|---|---|
| Average CPM | $2.50-$8.58 (lower barrier to entry) | $5.01-$26.91 (premium professional audience) |
| Average CPC | $0.40-$1.73 (cost-effective clicks) | $5-$8 (higher intent, quality clicks) |
| Click-Through Rate | 1.08-1.19% (decent engagement) | 0.41-0.6% (selective professional audience) |
| Audience Quality | Broader, entertainment-focused | Professional, decision-makers with budget |
| Best Campaign Types | Brand awareness, impulse purchases | Lead generation, B2B services |
| Conversion Quality | Higher volume, lower value | Lower volume, higher value |
| ROI Expectation | Better for consumer products | Superior for professional services |
How have engagement rates, conversion trends, and audience behaviors changed from 2024 to mid-2025?
Instagram experienced a 28% year-over-year engagement drop while Reels now drive 49% of all engagement, and LinkedIn saw a 40% decline in impressions with long-form content gaining preference over video.
The shift toward AI-powered content detection has significantly impacted both platforms. Instagram's algorithm now penalizes accounts with suspected fake engagement, leading to more authentic but lower overall engagement rates. This change has forced creators to focus on genuine audience building rather than vanity metrics.
LinkedIn's algorithm changes have favored thought leadership and original content over shared links and promotional posts. Creator Mode has become more important for visibility, with accounts using this feature seeing better organic reach. The platform's integration with Google search has made long-form LinkedIn articles more valuable for SEO.
User behavior has evolved toward shorter attention spans on Instagram, with successful Reels now optimized for 7-15 second hooks. LinkedIn users have moved toward mobile consumption (57% mobile usage) but still prefer longer-form educational content during work hours.
Conversion trends show increasing skepticism toward obvious sales content on both platforms. Successful creators now use educational content marketing approaches, with Instagram favoring tutorial-style Reels and LinkedIn rewarding industry insights that provide genuine value before any sales pitch.
Not sure why your posts aren't converting? Let us take a look for you.
What major platform updates or algorithm changes are expected to influence engagement heading into 2026?
Instagram is prioritizing shoppable Reels integration and AI-powered content optimization, while LinkedIn is enhancing Creator Mode features and improving search integration for long-form content discoverability.
Instagram's 2026 roadmap focuses heavily on commerce integration within Reels, making it easier for creators to monetize content directly through the platform. The algorithm will increasingly favor content that drives purchase intent and keeps users within Instagram's ecosystem rather than directing them to external links.
LinkedIn is investing in AI tools that help creators optimize their content for both platform engagement and Google search visibility. The platform is also expanding Creator Mode benefits, including better analytics and audience targeting tools for professional content creators.
Both platforms are implementing stricter verification processes to combat bot activity and fake engagement. Instagram is testing features that show engagement authenticity scores, while LinkedIn is improving its professional verification system to increase trust in B2B interactions.
Video content will continue evolving on both platforms, with Instagram focusing on vertical, mobile-first formats and LinkedIn experimenting with professional video series and live industry discussions. The key difference is Instagram's entertainment focus versus LinkedIn's educational and professional development approach.
How can a creator choose the best platform based on their niche, content type, product offer, and goals?
Choose Instagram for visual niches targeting Gen Z audiences with impulse-purchase products under $100, and LinkedIn for B2B services, coaching, or high-ticket offers targeting professionals with decision-making authority.
Content format capabilities should drive your decision. If your expertise translates well into short-form video content, tutorials, or visually appealing posts, Instagram's Reels-focused algorithm will serve you better. If you excel at written thought leadership, industry analysis, or detailed case studies, LinkedIn's long-form content preference aligns with your strengths.
Product considerations are crucial. Digital products, affiliate marketing, and consumer goods perform better on Instagram due to its impulse-purchase environment and visual showcase capabilities. Professional services, coaching, consulting, and B2B software see dramatically better conversion rates on LinkedIn due to the platform's professional context and high-intent audience.
Your business goals determine platform priority. For brand awareness and reach, Instagram's higher engagement rates and younger demographic provide better visibility. For lead generation and high-value conversions, LinkedIn's professional audience and trust factors create superior ROI despite lower raw engagement numbers.
A hybrid strategy often works best, using Instagram for top-of-funnel awareness and LinkedIn for middle and bottom-funnel conversions. This requires platform-specific content adaptation but leverages each platform's unique strengths for maximum business impact.
If your social media presence feels stuck, we can give you the push you need.
Conclusion
LinkedIn consistently outperforms Instagram for professional services and B2B conversions, delivering 2-3× higher conversion rates despite lower raw engagement numbers.
Instagram dominates visual content and younger demographics with higher engagement rates for smaller accounts, but struggles with professional trust and high-consideration purchases compared to LinkedIn's professional environment.
Sources
- Popular Pays - Instagram Engagement Rate 2025
- Sprout Social - Instagram Engagement Rate Guide
- RivalIQ - LinkedIn Benchmark Report
- Socinator - LinkedIn Engagement Rate Analysis
- Hootsuite - LinkedIn Demographics 2025
- Enrich Labs - LinkedIn Benchmarks 2025
- Sprout Social - Social Media ROI Statistics
- Cropink - Instagram Advertising Cost Analysis
- Click Patrol - Instagram Bot Impact Analysis
- The AI Optimist - LinkedIn Fake Followers Analysis
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