August 2026
The smallest accounts grow the slowest
Median 90-day follower growth by account size: under 5,000 followers 0.22 percent. 5,000 to 20,000: 2.17 percent. 20,000 to 100,000: 2.45 percent. Above 100,000: 1.51 percent.
Engagement runs the other way. Under 5,000 followers: 1.13 percent engagement rate. 5,000 to 20,000: 0.83. 20,000 to 100,000: 0.69. Above a million: 0.36.
What it means
Below 5,000 followers there is no network effect. Above it, brands buy reach with engagement. The sweet spot for growth sits between 20,000 and 100,000.
How it was measured
Instagram profile snapshot of 11 August 2026, 600 brands for growth, 257 brands for engagement, bucketed by current follower count. The under-5,000 engagement band holds only 20 brands.
Are you optimising for growth or for engagement, and does that match your size?
