Italian Services Brands on Instagram: Use a Zero-Comment Baseline

At least three quarters of tracked Instagram posts from Italian services brands received no comments. For social teams, that makes the share of posts receiving any comments a useful metric to monitor alongside average comment counts.[1]

In the 90-day window ending October 31, 2026, the tracked sample contained 478 posts from 19 brands. The median post had one reaction, and the 75th percentile had four, among 476 posts with reaction counts. All 478 posts had measured comment counts, with both the median and 75th percentile at zero.[1]

Put the baseline to work

Track the proportion of your posts that receive at least one comment, then compare it across content themes or calls to action. Record reactions separately and add reach, saves and relevant business outcomes from your own analytics. Test changes over time rather than assuming that more comments mean better commercial performance.

This is a post-level reference for the tracked brands, not an Italy-wide benchmark. Reactions and comments are only parts of engagement, so these figures should not be treated as total engagement or an engagement rate.