We purposely focus this study on engagement rate instead of “vanity metrics” like follower counts because we know savvy social marketers want to know how they’re doing in relation to their competitors. There is no correlation between median posting frequency and engagement. Shoppable influencer posts: Influencers can now use the app to tag and sell products directly. Sports Teams manage to maintain average engagement while posting almost 9 times a day. Sports Teams still led in frequency, but the median hardly charged at all. Level of Granularity: Industry. Looking at all industries, we found that brands publish an average of 5 posts per day on Instagram. Every Instagram Stories Performance Benchmark You Need to Know dash hudson • Jan 19, 2018 There isn't one single social marketer out there who doesn't lose sleep over figuring out their brand's Instagram Stories completion rate, among other Instastory problems. Even that high-performing post type sees less than half the engagement it saw last year, though. Sidecar’s 2021 Benchmarks Report aims to help retail marketers find the advertising white space. But, with photo frequency outstripping link frequency on Twitter, we can see that they include a custom photo more often than not on this channel. Did you fall in line with industry standards? Be sure to read the Q2 2019 PPC Benchmark Report for additional ad performance trends. We’ve also compiled 141 best Linkedin ads to inspire better creatives. Instagram Ads, Based on this study, there’s one opportunity to improve engagement rates: Notable Higher Ed colleges and universities from our random sampling include Ohio State University, Butler University, UC Riverside, University of Notre Dame, Texas Christian University, and Texas A&M University. Higher Ed stays competitive on Twitter, but might want to focus on experimenting with and increasing video output. Engagement rate for every post type on Facebook is down for Home Decor brands from last year. We’ve got the most important metrics across 12 top industries from January–December 2018: Alcohol, Fashion, Food & Beverage, Health & Beauty, Higher Ed, Home Decor, Hotels & Resorts, Influencers, Media, Nonprofits, Retailers, and Sports Teams. As usual, we’ve jam-packed this report with all the social media benchmarks and metrics that matter most to you for 14 top industries: Alcohol, Fashion, Financial Services, Food & Beverage, Health & Beauty, Higher Education, Home Decor, Hotels & Resorts, Influencers, Media, Nonprofits, Retail, Sports Teams, and Tech & Software. Previously, branded content partnership posts would only reach the followers of the influencer. Here, the highest search CTR is for dating and personals whereas the lowest industry is legal. Twitter posts per week and engagement rate by post type, Home Decor. Thanks to your overwhelming interest in the Social Media Industry Benchmark Report the last few years, we’re back with the most comprehensive version yet that surveys more than 1,800 of the most engaging brands and companies to dig into what’s behind their social media success. Stick with dogs, holidays, and photos on Instagram, and don’t be afraid of a few carousels. Twitter posts per week and engagement rate, Alcohol. The trending platform of the moment, Instagram, seems to be the place where brands are getting a small increase in engagement. Instagram posts per week and engagement rate by post type, Retail. Once you’ve had a chance to read through the report, you can compare your social media performance live using our Explore landscapes. And depending on what industry you are in; Instagram can deliver great returns for your ad dollars. Like many industries, these brands saw a huge dip in Facebook engagement this year. CTR Benchmarks by Industry. Facebook posts per week and engagement rate by post type, Influencers. Instagram Feed ads continue to be competitive, and less costly than Stories. Visitors from Instagram stay on a site for an average of 192 seconds – that’s longer than visitors from every other channel, including Facebook, Pinterest, and Twitter, meaning traffic from Instagram is the most engaged. Did we miss an industry or a channel you’d like to see in next year’s report? Referral traffic. Top Twitter hashtags by engagement rate, Alcohol. Followers respond well to giveaway-themed hashtags on both Instagram and Twitter, so keep it up. Video led to high engagement on Twitter, so Food & Beverages brands might want to think about repurposing video content from Facebook and Instagram for this channel. Instagram posts per week and engagement rate by post type. major industries. Amount of Data Sampled: $550,000 in ad spend from November 2016- January 2017. Once again, Higher Ed is the runaway favorite on Instagram, proving they’re the industry to beat on social media’s most engaging social channel. Focus on higher-performing photos. Top Twitter hashtags by engagement rate, Retail. 38% of IG marketers operate with the generous budget of $0, while 28% report to be working with a small $100 monthly budget. While platform benchmarks are useful for a start, always refer back to your historical data first. Generosity was a high-performing theme for Instagram hashtags for Nonprofits, like #support, #donate, and #volunteering. Top Instagram hashtags by engagement rate, Influencers. If you’re still hungry for more benchmarking, run a free Head-to-Head report to see how you measure up to both your competition and against social media benchmarks represented in this study. Sports teams’ industries come at next with an Instagram engagement rate of 2.40%, and Instagram posts per day rate of 1.56. 68% of people say they come to Instagram to interact with creators. Keep up with your strong photo game on Facebook and Instagram, and pay attention to high-performing videos on Twitter. Start measuring the impact of your social media campaigns with our 14-day free trial. Repurpose engaging video content across all channels. Divert some low-return Twitter energy toward high-performing Facebook and Instagram. Alcohol brands are all about industry-specific hashtags on Instagram, along with reminders about where and when their products are best enjoyed. Engagement rate is calculated based on all these interactions divided by total follower count. Twitter posts per week and engagement rate by post type, Media. Lots of opportunity for high-performing videos on Twitter for retail companies. Try to up your video posts on Twitter, and ditch link posting. Check out our Benchmark Report page … The most successful post types (photos and videos) and hashtags helped followers feel like they were already on vacation. We’ve got the definitive guide to all things Instagram Stories. More isn’t necessarily better on Instagram (or anywhere else, really): with the exception of Sports Teams, the industries with the highest per-post engagement rates post less often. Posts per day and engagement rate for all channels, Fashion. Twitter engagement remained consistent this year, with Higher Ed and Alcohol leading the pack and Media lagging far behind. Health & Beauty brands are focusing on photo posts, which consistently perform above average for these brands. It’s worth noting that 2018 marked a change in Facebook’s algorithm that promised to display more content from friends and family and less from brands in the News Feed. Top Twitter hashtags by engagement rate, Food & Beverage. Previously, only Instagram pages owned by brands could link out to specific products using ‘shoppable’ posts. Average posts per day and engagement rate per post across all channels, Sports Teams. Sports Teams are seeing great engagement on Instagram, and are taking more advantage of high-engaging carousels than many other industries this year. Average Individual Post Impressions (Views) Ratio Within a Story. Facebook posts per week and engagement rate by post type, Alcohol. Did you fall in line with industry standards? For the second year in a row, the highest-performing Twitter hashtags for Media brands are evergreen and generic instead of focused on a trending event. Average posts per day and engagement rate per post across all channels, Media. Holiday hashtags were top performers on Twitter, with a multicultural theme running through hashtags like #diwali and #eidmubarak. Average posts per day and engagement rate per posts for all channels, Hotels & Resorts. Following the name change it enacted on Oculus, Facebook will soon add its name to Instagram and WhatsApp. The average engagement rates on Instagram stayed high, 1.6%, dropping less than 10% over the previous year. Sports Teams’ highest Instagram hashtag engagement was all about the game again this year – especially soccer. To spot trends and identify social media benchmarks, we focused our analysis on the top three channels for brands: Within this report, we provide a representative sample of national and international companies in each industry by selecting. If you’re having a tough time on Facebook this year, use these all-industry graphs to see if other industries are feeling the burn too (spoilers: they are). We’re firm believers in the power of engagement rate per post because it controls for post volume and audience size, and because this metric is relied on across the marketing world as the one to beat. Increase videos on Twitter, and be sure to repurpose that content on other channels. Health & Beauty are putting their efforts in the right spot with a focus on highly-engaging Instagram, especially since their engagement lags below average on Facebook and Twitter. As for many other brands on Instagram, photos are out in front for Alcohol brands, but there’s more opportunity to integrate carousels into their social strategy in the coming year. These companies might want to focus more here in the year to come. Instagram Ads Cost 2018 Benchmarks is an incredible resource for when you're placing bids, setting your Instagram ad budget, and whittling down your target audience. Sports Teams are all about the posts on all three channels, with sky-high posting frequency and above-average engagement on Facebook, Twitter, and Instagram. Sports Teams crushed the competition on Facebook and Instagram this year. Food & Beverage brands are posting just as frequently as last year, but finding half the engagement on Facebook and Instagram. Two suggestions that could improve that engagement rate: Notable Media brands from our random sampling include CBC, Denver7, Foundr, AFP-L’Agence France-Press, Village Voice, and Wales Online. Lots of opportunity to post more videos on Twitter, where they engage well with followers and are underutilized. Year: 2016-2017. Instagram advertisers can reach a youth audience of 83 million. Notable Health & Beauty brands in our random sampling include derma e, Bath & Body Works, BOXYCHARM, Marc Jacobs Beauty, SalonCentric, and Milani. Here are a few of the most important social media benchmarks and metrics covered in this study: In addition to our social media industry breakdowns, we also compare all the industries together so you can see how things shake out across the board. Due in part to this algorithm shift, brands aren’t seeing as much of a return on their organic activity and have reduced their output accordingly. Photos and carousels were neck and neck for Retail brands on Instagram, but engagement rate across all post types lags behind other industries. Creators and brands will receive “shared insights” from Instagram. Notable Home Decor brands from our random sampling include One Kings Lane, Benjamin Moore, West Elm, CB2, Structube, and Jonathan Adler. Did we miss an industry or a channel you’d like to see in next year’s report? For now, let’s take a look at how that shows up in the numbers. Just like their Instagram hashtag performance, Retail’s Twitter followers were all about the giveaway this year, with exponential performance against other top mostly holiday-themed hashtags. In our first Instagram Trends & Benchmarks Report, we set out to find the answers to these questions. This report has everything you need to know to benchmark your social media success on Facebook, Twitter, and Instagram against your competitors across these 12 (!) Within this report, we provide a representative sample of national and international companies in each industry by selecting 150 companies at random from each industry from our database of over 150,000 companies. We used Rival IQ to dig deep into engagement rates, posting frequency, post types, and hashtags. With The Success Of Stories, Instagram Solidifies Its Position As Most Popular Influencer Marketing … This represents a 7.1% quarter-on-quarter increase in advertising reach in Q3 2020. Sports fans clearly love to engage with their teams on Twitter. Instagram influencers run the gamut, which is why it provides a great opportunity for reaching a targeted audience. As the top-performing industry on Twitter, Alcohol brands have Twitter’s elusive engagement recipe cracked, and it seems a key component of success on this channel is visual post types like photos and videos. Home decor brands struggled to engage their followers this year, with declines in engagement across all three channels. Facebook posts per week and engagement rate by post type, Hotels & Resorts. Keep fine-tuning hashtag use on Instagram and Twitter to engage new fans. While our data shows Facebook Feed CTR slightly outperforming Instagram Feed, it’s time to pay close attention to Instagram advertising. Higher Ed could experiment with posting frequency to see if they can maintain this high engagement rate with more posts. Instagram posts per week and engagement rate by post type, Health & Beauty. Top hashtags matter: their top three Twitter hashtags saw 1.5x the engagement than their average tweet, but hashtags 4–10 quickly dropped below average. For the third year in a row, Health & Beauty saw below average engagement across all social channels. The highlight of the study was that industry open rates ranged from 17 to 25%. Instagram posts per week and engagement rate by post type, Media. Posting more often than the average industry works well for these teams. Nonprofits performed consistently well across all three channels for the second year in a row, with standout engagement on Facebook and Instagram. Home Decor brands are posting half as often on Instagram but seeing higher engagement than last year. With that core metric in mind, we measured how each industry’s engagement rate stacked up against posting frequency, post media types, hashtags, and so much more for a true sense of social performance. To spot trends and identify social media benchmarks, we focused our analysis on the top three channels for brands: Facebook, Instagram, and Twitter. Retail fans were all about the giveaways this year on Instagram – a trend we saw across many industries. Facebook posts per week and engagement rate by post type, Food & Beverage. Now, advertisers can work with influencers to sell products on their behalf. Continuing the trend, holidays performed well for Influencers on Instagram. The average brand in our study posted about 25% less than the previous year, though companies in Media and Sports Teams continue their relentless pace again this year. Olympics dominated Twitter hashtags for Sports Teams this year, while hockey and holidays tried to keep up. Key insights: social benchmarks by industry. This article will explore benchmarks by industry, ad format, ad position, and channel to help you place your CTR amongst like competitors and discuss how to set a baseline CTR. How You Might Use It: Review ad performance during holiday season 2016. Brands that want to earn reach on Facebook will either need to refocus their energy on maximizing on-platform content or spend money to acquire it. Retail brands posted more often than average on Facebook and Instagram, and a little less often on Twitter, with a below-average engagement rate across all three channels. With photos and videos performing so well on Facebook and Twitter, there’s lots of room for Alcohol brands to take a bite out of the Instagram apple. Cheers to beer/wine/spirits brands for capturing attention on notoriously tricky Facebook and Twitter, with winning engagement on both channels. Videos slightly outperformed photos for Fashion brands on Twitter but were posted infrequently, so Fashion brands could experiment more with this post type on Twitter. See how you stack up against your competition. They have some work to do if they want to have any influence on Twitter, though. Instagram posts per week and engagement rate by post type, Alcohol. Hotels & Resorts pulled back on their posting frequency of every type on Instagram this year. As with many industries, Media companies saw high engagement but low frequency with carousel posts on Instagram. Start creating and launching your ads next. That’s 19% of adults aged 13 and over. Each with clicks well below $1. Posts per day and engagement rate across all channels, Health & Beauty. Instagram posts per week and engagement rate by post type, Nonprofits. When she’s not writing, she can be found reading her brains out and then running statistical analysis on what she's been reading. Also, Twitter-based customer service, when done well, can create a positive experience for customers. Sidecar’s 2021 Benchmarks Report is the most comprehensive study yet of e-commerce advertising benchmarks for Google, Facebook, Instagram, and Amazon The global pandemic led to sweeping improvements in return on ad spend and reductions in cost per acquisition across primary ad platforms in 2020. Not a huge reduction, but brands are not ramping up their Instagram activity in response to increased usage. Be sure to read the Q2 2019 PPC Benchmark Report for additional ad performance trends. Reinvest Facebook energy by doubling down on Instagram posts. Alcohol’s most successful Twitter hashtags diverge from their top Instagram hashtags, though #wine does well on both channels. So instead of just Instagram you'll see "Instagram from Facebook." Twitter posts per week and engagement rate by post type, Sports Teams. Overall, the A. Nonprofits are posting photos and links half as often as they were last year, but their engagement hasn’t declined very much as a result. No word on exactly when those changes will roll out. Top Twitter hashtags by engagement rate, Media. Top Twitter hashtags by engagement rate, Hotels & Resorts. Videos do well on Influencers’ strongest channels, Facebook and Instagram. Quick note: the truest measure of your social content’s resonance would be engagement divided by unique reach (the count of unique people who saw your content) or impressions (the number of times your content was displayed). Consistent with other lifestyle industries, Home Decor followers were all about the contests on Instagram. Start analyzing with a free Rival IQ trial. Every ad you launch should have better metrics than the last one. Social media success is about so much more than getting the most comments or profile clicks: it’s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you grow your audience. Instagram posts per week and engagement rate by post type, Food & Beverage. Bookmark your benchmarks with a free download. What this metric tells you: Instagram’s impact on your website traffic. Higher Ed is seeing above average engagement with links. Facebook & Instagram are no strangers to Food & Drink, or Beauty & Fitness influencers, so it should be no surprise that their ads achieve similarly high click-through rates (1.2% and 1.02%, respectively). Twitter posts per week and engagement rate by post type, Fashion. Top Instagram hashtags by engagement rate, Media. Food & Beverage brands’ Instagram engagement fell by more than half this year, so these brands should focus on photos and carousels (and leave videos behind) to stay competitive in their followers’ feeds. Nonprofits’ highest-performing Twitter hashtags didn’t have much in common with their best Instagram hashtags. Twitter posts per week and engagement rate by post type, Retail. Engagement Rate. Which came first, the decline in Twitter posting frequency or engagement? The best benchmarks are your own historical benchmarks. Keep focusing on Instagram, and consider upping hashtag use. Facebook posts per day vs. engagement rate per posts, all industries. 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