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Social Media Benchmarks Across 14 Industries
March 8, 2023
A comprehensive report on 2022 engagement covers sectors including media, nonprofits, retail, and tech. It's designed to help marketers understand how they are doing in relation to their competitors. Defining engagement as "measurable interaction on organic and boosted social media posts, including likes, comments, favorites, retweets, shares, and reactions," the study calculates the engagement rate based on all these interactions divided by total follower count. It uses engagement rate per post as the metric, controlling for post volume and audience size. Among the findings in the RivalIQ report by NetBase Quid:
- Brands are seeing less organic engagement this year. Instagram engagement rates are down for the third consecutive year, while rates for Facebook and Twitter are holding fairly steady.
- Posting frequency is declining, with a 20% decrease on Facebook and Twitter. Frequency has remained the same on Instagram.
- Holiday hashtags provided top engagement rates for almost every industry, while contests and giveaways declined in popularity.
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