User interactions on Instagram decreased an overall 33% from the first quarter of 2015 to the first quarter of 2016, according to social media analytics company Quintly. Video interactions decreased more substantially than image interactions, with video interactions down 39% and image interactions down 27%. The changes affected accounts with a high number of followers more so than accounts with less followers.

The study is based on an analysis of 13,000 Instagram profiles, and considers both 'likes' and comments as forms of interaction. While the decrease in interactions is ‘tremendous,’ according to Quintly, it doesn’t necessarily indicate anything dire for the image-sharing app. Rather, the company speculates that a combination of increased posting frequencies among users and a growing user base has crowded users' feeds while their interactions with the content remain relatively stable, causing a natural decrease in interactions.

Additionally, Quintly points toward more brands joining Instagram as a potential cause, saying the brands may be alienating their followers with various advertising methods, causing the followers to interact less often. The company summarizes its findings, saying, 'The takeaway should definitely not be that Instagram is losing traction but more that it starts to get harder to achieve success in the “fight for interactions” on increasingly fast timelines.'

Via: Quartz