Posted in #HCSM

What Healthcare Marketers Should Know About Instagram in 2022

Are you using Instagram for your healthcare communication?

Instagram (IG) enables healthcare providers the opportunity to connect in an immediate way with their patients. It is particularly good for community outreach activities and patient education.  Healthcare providers can also use IG to show users a behind-the-scenes view of their practice.

Dermatologists, cosmetic dentists, and plastic surgeons can benefit from Instagram by using photos or video to illustrate their services. Practices can showcase before and after photos of patients, as well as videos or illustrations that educate patients on procedures and treatments.

A recent report by SproutSocial shows some of the latest facts and figures about Instagram, which it believes will reinforce your decision to use Instagram as a marketing channel.

Instagram users/usage at a glance

  • Over 2 billion monthly active users
  • Most downloaded app in Q4 2021
  • More than half of global IG users are aged 34 years or younger
  • 17.9% of global IG users are men between the ages of 18–24
  • 59% of users log in daily — 38% will do so several times a day

Instagram content statistics

The average engagement rate per post is 0.98%. RivalIQ’s benchmark report in 2021 notes that Instagram engagement rates dropped by 25%. The median across all industries is now 0.98%. For influencers, though, the engagement rate per post is much higher at 1.42%.

To put this into context, this rate far surpasses the ones on Facebook (0.19%) and Twitter (0.04%).

If you’re looking to increase your engagement rate, consider carousel posts which have the highest engagement rate per impression.

Take action: Check out these free templates to create carousel images 

Stories also increase the engagement rate. You should post up to five stories a day, according to the report. Doing so ensures that you have a retention rate of over 70%. 

Which type of Story works best?

In Stories, you have the option of posting images or video content. For accounts with fewer than 100k followers, SproutSocial recommends image content, which beats out video content for story reach. 

However, those are just Story stats. If you’re looking at videos in general, 91% of active users watch videos on IG weekly so having a video marketing strategy is crucial.

What’s the best day to post on Instagram?

According to Sprout’s analysis, the best times to post on Instagram are Tuesday 11 a.m.–2 p.m. and Monday through Friday 11 a.m. The worst day to post is Sunday.

Take Action: Schedule your content for maximum engagement at optimal times.

Is this the best place for you to engage your audience?

The largest age group is 18–34 years old, consisting of 62.2% of all users, so if your target audience falls into this bracket, then Instagram is definitely the place for you to communicate.

Want to learn more?

Check out the full report here.

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