In The Headlights: September 23, 2020 Issue

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Instagram brand engagement by type, new live show, value of analytics?

In The Headlights

Want to start learning data science for marketers? Take our new workshop, Data Science 101 for Marketers >

This week, we’ve got an announcement – a brand new show: So What? The Marketing Analytics and Insights Live show.

What, another live show?

Yes. Another live show. Why? Because we’ve been watching livestreams voraciously over the past month to see what we’d want out of a livestream, and we’ve asked you for your feedback in surveys recently. What you’ve wanted:


Interesting, relevant content that’s engaging the audience, something different, something actionable.

We’ve designed So What? to be that actionable, engaging, different show. Each week on Thursdays at 1 PM Eastern Time (with recordings available immediately afterwards), we’re covering topics important to you with a critical difference: we’re going to do the work on the air, live. Think of it like an analytics cooking show.

This past week, we looked at how to optimize a page for SEO, along with identifying which pages on your site were most in need of help.

This week at 1 PM, we’ll be tackling email deliverability – the ins and outs of ensuring your email marketing gets delivered.

How do you watch? Subscribe to our YouTube channel and pop by Thursdays at 1 PM, or catch replays on the blog on Fridays.

Got a question you want us to tackle on the air? Submit it here.

The Bright Idea

In this week’s In-Ear Insights, we tackle a key question that eludes many of us: how do you explain the value of analytics so that your stakeholders are willing to invest in it? How do you make analytics valuable?

Watch the discussion now!

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

Rear View Mirror Data

In this week’s Rear View mirror, we dig into Instagram engagement rates for brands, a question posted in our Analytics for Marketers Slack group.


The big question was, did the rollout of Instagram reels substantially reduce engagement? The answer is… not really. What we see instead is a consistent decline in Instagram engagement for brands of all content types, not just Video (which the questioner expected to be the hardest hit). IGTV has remained stable and lowest-performing, while photos and carousels appear to have taken a slight hit. It’s still too soon to tell conclusively; what may be happening now could be seasonal or impacted by many, many other outside factors.

The key takeaways here: if appropriate for your brand, give Reels a try, but we won’t have good data about them until Reels is added to the Instagram analytics API. In the meantime, if it’s engagement you want, carousels (albums, multi-picture posts) are still the way to go.

Methodology: Trust Insights used Facebook’s Crowdtangle software to analyze 1,075,425 Instagram posts from 3,997 brands. Brands were curated by Facebook and augmented by Trust Insights. The dates of extraction are January 1, 2020 – September 21, 2020. The date of study is September 22, 2020. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

In Case You Missed It
Partner Spotlight

AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. Join Katie Robbert, CEO of Trust Insights, and Christopher Penn, Chief Data Scientist of Trust Insights, for three separate courses in the academy:

  • 5 use cases of AI for content marketing
  • Intelligent Attribution Modeling for Marketing
  • Detecting and Mitigating BIAS in Marketing AI

The Academy is designed for manager-level and above marketers, and largely caters to non-technical audiences, meaning you do not need a background in analytics, data science or programming to understand and apply what you learn. One registration gives you unlimited access to all the courses, an invitation to a members-only Slack Instance, and access to new courses every quarter.

Join now and save $100 off registration when you go to and use registration code PENN100 today.

Interested in sponsoring In The Headlights? Contact us for sponsorship options to reach over 10,000 analytically-minded marketers and business professionals every week.

Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 508 open positions
  • Digital Marketing Manager : 273 open positions
  • Social Media Manager : 210 open positions
  • Account Manager : 182 open positions
  • Marketing Director : 161 open positions
  • Director of Marketing : 140 open positions
  • Project Manager : 128 open positions
  • Product Manager : 104 open positions
  • Product Marketing Manager : 90 open positions
  • Program Manager : 88 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Thermo Fisher Scientific : 144 open positions
  • Services LLC : 143 open positions
  • Google : 121 open positions
  • Pearson : 118 open positions
  • Mattel : 66 open positions
  • Anthem : 61 open positions
  • Amazon Web Services, Inc. : 57 open positions
  • Deloitte : 57 open positions
  • Verizon : 57 open positions
  • Northrop Grumman : 56 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 663 open positions
  • San Francisco, CA : 450 open positions
  • Austin, TX : 423 open positions
  • Chicago, IL : 416 open positions
  • Seattle, WA : 325 open positions
  • Atlanta, GA : 312 open positions
  • Boston, MA : 288 open positions
  • Los Angeles, CA : 268 open positions
  • San Diego, CA : 261 open positions
  • Remote, NA : 228 open positions

Methodology: Trust Insights uses the API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • MarTech East, October 2020, virtual
  • MarketingProfs, November 2020, virtual
  • MadConNYC, December 2020, New York City

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.


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