Are you aware what social media success appears to be like like for what you are promoting?
Like most areas of promoting, outcomes differ based mostly on {industry}, audience, and the power to create content material that draws prospects.
Rival IQ launched its annual Social Media Benchmark Report for 2023, the place manufacturers in 14 industries evaluate their social media efficiency in opposition to different manufacturers in the identical aggressive panorama.
The information set covers social media engagement on Fb, Instagram, TikTok, and Twitter for two,100 firms throughout quite a few industries, starting from meals & beverage to tech.
The Fb following of the businesses analyzed ranges from 25,000 – 1,000,0000, and all have over 5,000 followers on Instagram, TikTok, and Twitter.
The next are the highest insights advertising professionals must know.
General Engagement
Between 2019-2022 all industries have seen a drop in general engagement on Fb, Instagram, and Twitter.
Fb and Twitter solely confirmed a slight change in engagement.
For Fb, it dropped to 0.06% in 2021, sustaining that price the next yr. For Twitter, it dropped 0.01% between 2019-2022.
Weekly posting over time for each networks has fallen from 5.8 to five posts per week on Fb and 5.4 to three.9 posts per week on Twitter.
Alternatively, Instagram noticed a a lot bigger drop, from 1.22% to 0.47%. However in contrast to Fb and Twitter, weekly posting on this platform has elevated from 4.3 to 4.5 posts per week.
Fb Engagement
Throughout all industries, Fb’s median engagement price per put up by followers is 0.06%.
The median variety of weekly posts throughout all industries is 5.04, with media posting essentially the most at 73.5 instances weekly. That is possible as a result of media firms publish extra information content material than manufacturers in different industries.
Instagram Engagement
Throughout all industries, Instagram’s median engagement price per put up by followers is 0.47%.
The median variety of weekly posts throughout all industries is 4.6, with sports activities groups posting essentially the most at 15.6 instances weekly.
TikTok Engagement
Throughout all industries, TikTok’s median engagement price per put up by followers is 5.69%.
The median variety of movies per week throughout all industries is 1.75, with media posting essentially the most at 4.2 instances weekly.
Twitter Engagement
Throughout all industries, Twitter’s median engagement price per put up by followers is 0.035%.
The median variety of weekly tweets throughout all industries is 3.91, with media tweeting essentially the most at 70.2 instances weekly.
Prime Put up Varieties
The very best kinds of posts on every social community differ by {industry}.
Photograph and video posts drive essentially the most engagement on Fb, whereas hyperlink and standing posts have the least.
For Instagram, the information signifies that companies ought to focus content material creation efforts on Reels, carousels, and images. Video posts not uploaded as Reels are inclined to have the least engagement.
On Twitter, posts with images, movies, and statuses present essentially the most engagement, whereas Tweets with hyperlinks are inclined to have the least.
Prime Hashtags
Hashtags differ considerably throughout industries and platforms. Vacation hashtags are inclined to generate essentially the most engagement throughout all industries, whereas contests and giveaways have dropped in reputation in comparison with earlier years.
Screenshot from Rival IQ, March 2023Key Takeaways
The important thing takeaway is that every {industry}’s viewers is barely completely different. Whereas meals & beverage manufacturers see one of the best engagement with Instagram Reels, larger training manufacturers see one of the best engagement with Instagram carousels.
To get essentially the most out of your social media technique, discover methods to rework your content material into the format that will get one of the best engagement on every of the highest social networks. This may make sure you attain essentially the most potential prospects with the content material they take pleasure in consuming.
For 100+ pages of industry-specific insights, go to Rival IQ and obtain the 2023 Social Media Bookmark Report.
Featured Picture: 13_Phunkod/Shutterstock
