Strategy report · Updated Aug 22, 2026
What's working for @nasa on Instagram.
NASA
104M followers · 4.9K posts
“Making the seemingly impossible, possible. ✨”
Engagement rate
0.41%
Per post, last 90 days
Posts per week
2.3
Niche avg 5.0
Average likes
421.8K
1.8K avg comments
Post mix
Last 90 days · 4,888 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
image 2.28% engagedWhen the Moon and Sun align This rare sight — a total solar eclipse — was photographed in San Millán de los Caballeros, Spain, on Aug. 12. The Sun is 400 times wider than the Moon, but in a cosmic coincidence, it's also 400 times further away. This means that they appear to be the same size in our sky — and when the Moon passes in front, it can perfectly block the Sun. Credit: NASA #NASA #Eclipse #TotalSolarEclipse
image 1.67% engagedA dance of darkness and light This composite image shows the total solar eclipse from beginning to end, as seen in San Millán de los Caballeros, Spain on Aug. 12, 2026. While eclipses are beautiful and magical to experience, they're also a great opportunity for science. Total solar eclipses are particularly important because they allow scientists to see a part of the Sun’s atmosphere known as the corona. The corona is too faint to see except when the bright light of the Sun is blocked. Studying the corona is key to answering important questions about how heat and energy are transferred from the Sun out into the solar wind, the constant stream of particles that the Sun spews into the solar system. Credit: NASA #NASA #Sun #SolarEclipse #Moon
image 1.24% engagedAre you ready for the total solar eclipse? On Wednesday, Aug. 12, the Moon will pass in front of the Sun, creating a total solar eclipse for viewers in Greenland, Iceland, and Spain. Much of Canada, Europe, and parts of the United States from Alaska to North Carolina will see a partial eclipse. If you're not in the zone of totality for this eclipse, no worries — we'll be streaming it all online, including here on Instagram! Visit our website for more info and check out our link-in-bio to learn more about eclipses. Credit: NASA #NASA #Eclipse #Eclipse2026
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.3 posts/week
Niche benchmark · 5.0/week
Best days
Wednesday · Thursday · Saturday
Best hours
8-10am · 1-3pm · 6-8pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
[Vivid opener]: [explanation]
Used 8×
When the Moon and Sun align This rare sight — a total solar eclipse
A dance of darkness and light This composite image shows the total solar eclipse
A “desert” made by water 🌊 At first glance, Lençóis Maranhenses
What do you see [in this]?
Used 2×
What do you see in this photo by @NASAWebb? A bird?
[Emoji/sound cue]! [action]
Used 5×
Sound on! Sonifications take images from across the universe
🌒➡️🌘➡️🌔 ICYMI: there's a total solar eclipse happening today!
[Imperative]! [instruction]
Used 3×
Hold the dots and scroll to switch between Hubble and Roman’s vision.
Suit up! These photos show NASA astronaut candidates
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Eclipse visuals dominate with post 2 at 2.3M likes, proving NASA's strength in rare celestial events amid 104M followers. Telescope composites like post 0 and 10 average 1M+ likes, blending science with artistry to hook audiences. Reels amplify reach but sporadic posting caps growth at 2.3 posts/week despite proven pillars pulling 300k+ comments total on top hits. Low cadence starves the algorithm, leaking potential amid high benchmark of 5 posts/week for science accounts. Human spaceflight reels like post 1 convert views to saves, yet under 20% of feed. Ramp mission updates and interactive hooks to sustain peaks.
Working
5- **Eclipse posts crush benchmarks** at 2M+ likes and 4k comments.
- Telescope fusions generate consistent 300k-2M likes across pillars.
- Astronaut reels like post 1 drive comments at 2k+ per post.
- Carousel progress shots build loyalty on missions.
- Interactive hooks like post 12 spark user replies.
Risks
5- Boost cadence from 2.3 to 5 posts/week for steady visibility.
- Lean harder into reels, now only 30% of high-engagement posts.
- Add more questions and imperatives to captions for interaction.
- Diversify beyond telescopes which own 35% but risk fatigue.
- Streamline promos like post 14 to focus on visuals first.
Ship next
5- Post 5x/week targeting best hours to feed algorithm.
- Expand eclipse-style hooks to other events like Roman launch.
- Test more reels on spacewalks for 2x engagement lift.
- Cluster cosmic pillars into themed weeks for momentum.
- Partner with influencers for UGC on mission updates.
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