Study: Verified IG brand accounts in SG boast higher engagement rates

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Verified brand accounts in Singapore boast a higher engagement rate as compared to its unverified counterparts. In fact, verified brand accounts receive an overall median engagement rate of 0.49%. This is compared to a 0.34% median engagement rate for unverified brand accounts.

The results are based on an analysis of 18,943 Singaporean Instagram brand accounts with over 1000 followers by influencer marketing platform, HypeAuditor. Verified brand accounts with 1K-10K followers receive a 0.67% median engagement rate whereas their unverified counterparts only receive a 0.52% median engagement rate.

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Meanwhile verified brand accounts with 10K-50K, 50-500K and 500K-1M followers boast a 0.38%, 0.27% and 0.24% median engagement rate respectively.

In tandem, brand accounts without verification only have a 0.23%, 0.16% and 0.09% median engagement rate.

In addition, 6.1% of Singaporean Instagram accounts with over 1,000 followers are verified. Within this group 1.8% are brand accounts and 4.2% are influencer accounts. This is based on an analysis of 57,308 Singaporean Instagram accounts.

Meta Verification is expanding rapidly, offering Instagram users and brands enhanced security, dedicated account support and the coveted blue checkmark. Since its launch in February 2023, the service has reached several key markets, with more on the way.

A verified badge is used to signify Instagram’s confirmation that an account officially belongs to a public figure, celebrity, or global brand. This badge has made it easier for users to find and trust these accounts.

The blue checkmark has become a coveted status symbol for many influencers and brands, added HypeAuditor. Previously granted after a thorough review process, it is now available through a subscription model in select countries for US$14.99 per month.

On the other side of things, eCommerce platform Shopee Singapore has been named the most mentioned brand on Instagram in Singapore. The brand was mentioned 909 times by 397 influencers and reached an audience of 5.2 million people on Instagram.

This is according to research by HypeAuditor. As part of the research, HypeAuditor reviewed 765K posts made by 37.6k Instagram influencers from Singapore between 1 January to 15 May. The results identified which brand accounts were mentioned the most on Instagram.

A mention refers to tagging an account using the "@" symbol either in the text of the post, or over the image.

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