Main takeaways include:
- Brands are seeing less organic engagement this year. Declining engagement rates on Facebook, Instagram and Twitter reflect the fact that social media is increasingly becoming a paid space.
- The frequency of publication is increasing. Brands have increased their frequency of posting across all three channels to increase engagement apple bites.
- The contest and the holiday topped the hashtag charts. Almost every industry has seen success with hashtag giveaways and holidays ranging from #Halloween to #MayThe4thBeWithYou.
- Every brand should post carousels on Instagram. What is the secret of this ultra-engaging post type? Instagram carousels are often reserved for users who don’t engage the first time, earning them more impressions.
- Keep an eye on the video. Brands are already struggling to track enough videos to rival the popularity of TikTok and YouTube.
“Success on social media is about much more than just getting the most comments or likes: it’s about increasing engagement while increasing or maintaining the percentage of your audience that engages. engages as you grow your audience,” said Bridges of Seth, Product Manager, for Rival IQ. “The global social media landscape continues to evolve, and this year’s report will provide the guidance marketers need to succeed.”
This year marks the sixth year that Rival IQ has compiled its industry-leading Social Media Benchmark Report. This year’s report examined thousands of companies from 14 industries, including alcohol, fashion, financial services, food and beverage, health and beauty, higher education, interior design, hotels and resorts, influencers, media, nonprofits, retail, sports teams, and technology. & Software.
What about NetBase? acquired Rival IQ in December 2021to expand and deepen its suite of owned and acquired social media analytics and competitive benchmarking.
To download the full report, go to: https://www.rivaliq.com/blog/social-media-industry-benchmark-report/
Methodology
Rival IQ analyzed engagement rates, post frequency, post types and hashtags across the brands’ three main social networks: Facebook, Instagram and Twitter. In this report, Rival IQ provides a representative sample of organic and boosted posts from domestic and international companies in each industry by randomly selecting 150 companies in each industry from our database of over 200,000 companies. The companies selected had active presences on Facebook, Instagram and Twitter from January 2021, and had a Facebook fan count of between 25,000 and 1,000,000 and a minimum Instagram and Twitter following of 5,000 as of the same date. We used the median performance of selected companies for each industry to compile the data for this report.
About Rival IQ
Rival IQ, a NetBase Quid company, is a social media analytics company in Seattle that helps social media professionals maximize their impact through competitive benchmarking, comprehensive analytics, and automated insights generation. Their intuitive software simplifies the analysis and acquisition of billions of social media posts, putting social performance in context and providing answers to the most important social media questions. Rival IQ is a trusted partner for brands and agencies around the world, including L’Oreal United StatesOgilvy, Ruder Finn, Save the Children and Team Canada. Learn more about www.rivaliq.com.
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