Instagram is no longer just a photo-sharing app — in Singapore, it has evolved into a powerhouse for branding, lifestyle marketing, and e-commerce. For SMEs and F&B businesses, Instagram Ads provide a direct way to capture attention, but performance varies by industry.
That’s where benchmarks come in. Understanding the Instagram Ads engagement benchmarks in Singapore (2025) helps businesses know if their campaigns are on track — or falling behind.
Why Instagram Ads Engagement Rate Matters
Unlike Facebook, Instagram is highly visual and trend-driven. Engagement goes beyond likes — it includes comments, shares, saves, clicks, and even how long users spend watching your Reels.
Formula:
Engagement Rate (%) = (Total Engagements ÷ Total Reach or Impressions) × 100
For SMEs, this metric isn’t just a number — it tells you if your content is stopping thumbs from scrolling and truly driving interest.
Instagram Ads Engagement Benchmarks in Singapore (2025)
Based on W Creates Digital’s 2025 study, here are the median engagement rates by industry in Singapore:
| Industry | Engagement Rate (Median) |
|---|---|
| Food & Beverage | 0.45% |
| Fashion | 0.62% |
| Beauty & Wellness | 0.58% |
| Travel & Hospitality | 0.40% |
| Retail | 0.36% |
| Education | 0.28% |
| Financial Services | 0.18% |
| Tech & Software | 0.20% |
| Media & Entertainment | 0.31% |
| Nonprofits | 0.35% |
| Sports & Fitness | 0.52% |
| Influencers | 1.20% |
Overall Median: 0.38%
Hitting above this median means your ads are performing stronger than the Singapore average.
What These Benchmarks Mean for SMEs
Visual-first industries win big: Fashion, beauty, and F&B perform well because Instagram is built for strong visuals.
Not all sectors should chase high engagement: Finance and tech naturally see lower engagement — success here often means higher-quality clicks, not likes.
Influencers remain powerful: With engagement rates over 1%, influencer partnerships can amplify reach — but micro-influencers often provide the best ROI.
How to Improve Instagram Ads Engagement in 2025
Invest in Reels & Stories – These formats dominate Instagram’s algorithm and often outperform feed posts.
Create Save-Worthy Content – Guides, checklists, recipes, and tutorials encourage users to save your posts, boosting engagement signals.
Localise Campaigns – Tie into Singaporean festivals, trends, and neighbourhood culture to connect authentically.
Work with Micro-Influencers – Instead of big names, collaborate with niche creators who have highly engaged audiences.
Optimise Ad Targeting – Use custom and lookalike audiences to refine reach, instead of broad, generic targeting.
Final Thoughts
Instagram Ads remain one of the most effective ways for SMEs in Singapore to build awareness and drive action. But without benchmarks, it’s impossible to know if your campaigns are truly competitive. By measuring against the 2025 Instagram Ads engagement benchmarks, SMEs can set realistic expectations, optimise campaigns, and achieve sustainable results.
Get Expert Help With Instagram Ads
At W Creates Digital Pte. Ltd., we help SMEs and F&B businesses in Singapore maximise ROI with Instagram Ads. From creative content to influencer collaborations and ad management, we focus on transparent, results-driven strategies — not empty promises.
WhatsApp: +65 8119 4484
Email: hello@wcreatesdigital.com
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