Same brand, same year, compared post type against plain product posts. Launch posts win at 98 of 145 brands, 68 percent, median lift 14 percent. Reposted customer content wins at 25 of 38, 66 percent, lift 16 percent. Lifestyle posts win at 31 of 87 brands, 36 percent, median ratio 0.88. Sale posts: 24 of 42 sit below product posts.
What it means
The audience of a watch brand wants to see the watch. Lifestyle is more expensive to produce and loses 12 percent in the median.
How it was measured
Instagram posts June 2025 to June 2026, content intent read from captions, median likes per brand and intent, paired against product-focus posts with at least five posts each. A third of posts carry no intent label; the lifestyle pair covers 87 brands.
How much of your content budget goes into the format that loses at two of three brands?
