A president's account is the smallest audience your institution owns and the one that out-performs every other handle you run. It is also the only account where a misjudged sentence becomes a personnel story rather than a correction.
Medians across 113 tracked presidential Instagram accounts · last 30 days
4.5%
+2.9 pt vs main accountsengagements ÷ followers
1.4
-1.3 posts/wk vs main accountsposts / week
Current Student Features
4.5% median ER · 102 posts
Across 105 tracked presidential Instagram accounts, the median engagement rate is 4.5 percent, and across 113 the median cadence is 1.4 posts per week.
President and chancellor accounts post most on Wednesdays between 3 and 7 PM local time, across 113 tracked accounts.
Across 102 Current Student Features posts in the last 30 days, tracked presidential Instagram accounts earn a median engagement rate of 4.5 percent — the highest of any content type.
Across 102 posts in this category, Current Student Features posts have a median engagement rate of 4.5 percent.
Across 51 posts in this category, Move In/Move Out posts have a median engagement rate of 3.9 percent.
Across 71 posts in this category, Current Events / Pop Culture posts have a median engagement rate of 3.7 percent.
Among the 18 tracked institutions with 1K – 5K students, the median follower count is 2,074.5 followers.
Among the 36 tracked institutions with 5K – 10K students, the median follower count is 1,549.5 followers.
Among the 21 tracked institutions with 10K – 20K students, the median follower count is 2,118 followers.
Among the 25 tracked institutions with 20K – 30K students, the median follower count is 4,429 followers.
Among the 13 tracked institutions with 30K+ students, the median follower count is 7,416 followers.
Figures cover the last 30 days of posts. Last updated August 21, 2026.
Explore the full Instagram benchmarks →The named account of a sitting president or chancellor, usually drafted by a communications staffer and read by trustees, faculty, donors, legislators and reporters at once. One person's signature sits on every word.
Drafts route to a chief of staff before anything publishes, the voice stays consistent across whoever is ghostwriting that week, and the account's numbers sit beside the institution's own rather than in a separate quarterly report.
The office handle it out-engages anchors the wider portfolio, whose graduates are courted by the advancement side.
Communications staff draft, route and schedule presidential posts in Reach, and weigh the account's engagement against the institution's own handle. Detailed accounts follow as institutions are ready to share them.
Scale works against the main handle: a president speaks to a few thousand people who chose to follow a named human, not to an institution's entire public. The medians above state the sample size each figure was drawn from.
Almost always a communications staffer, and that is not a problem as long as the voice holds steady. What readers punish is a feed whose register visibly changes every time the person drafting it changes.
Name a single approver rather than a committee, and pre-clear the recurring moments — convocation, commencement, move-in weekend — so the queue holds only the posts that genuinely need someone to decide.
That is a cabinet call, not a social media one. What the platform owes you is an immediate hold on the scheduled queue, so a light-hearted post cannot publish itself into a serious week.
Less than the institution does — the tracked cohort's median cadence above sits well under the main handle's. On a named account presence reads as authenticity in a way sheer volume never does.
Reach measures how higher education social teams actually post, so you can compare your own accounts against the cohorts these figures come from and see the gap in your own numbers.