BT's InstagramEngagement

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Industry benchmarks show carousels lead all formats at 0.55% average ER — by converting their static posts into multi-slide carousels, BT gives followers a reason to swipe, increasing time-on-post and signaling value to the algorithm. BT should aim to replace at least 50% of their current static posts with carousels over the next 30 days and track whether median likes climb above their current 1,066.

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Since 73% of brands prioritize engagement rate over follower count, boosting comment volume directly strengthens BT's brand deal positioning within their current $250–$1,000 per post range. Add a single, specific question or prompt in every caption (e.g., 'Drop your weekly mileage below') to convert even 1% of their likers into commenters, which would more than double their current comment median.

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Closing even half that gap — reaching roughly 2.5% ER — would materially strengthen their negotiating position and could push their estimated brand deal value toward the top of their current $250–$1,000 range. Set a 90-day target of 2.0% overall ER by combining the carousel shift and comment-driving CTAs, and audit their 30 analyzed posts to identify the top 5 by ER to reverse-engineer what content patterns are already working.