Or, run a free Head-to-Head report against your biggest rival to see how you measure up to both your competition and against industry benchmarks represented in this study.Ģ022 was a weird year for social media: watching Instagram’s engagement rates decline is a big bummer for marketers, but keeping Facebook and Twitter flat (if low) reminds us it could be worse. (Oh, and if you’re a Rival IQ customer or in a trial, you can add those stats directly into your Rival IQ account for even more comparisons.) These landscapes feature hashtag performance, top post types, and so much more on Facebook, Instagram, and Twitter. Ready to start benchmarking your social media performance? Check out our Live Benchmark landscapes, where we feature live social media metrics from a sample of companies from each industry represented in this study. Why can’t you gauge success on likes alone? Because audience size is hugely important: 1,000 likes makes a huge difference to a brand with 2,000 followers, but is a drop in the bucket to a brand with 100,000 followers. To us, engagement rate per post is the metric because it controls for post volume and audience size and helps marketers understand how they’re doing in relation to their competitors. ![]() Social media success is about so much more than getting the most comments or likes: it’s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience. We hope to have a more complete picture of Alcohol performance on TikTok next year. The data for Alcohol brands is a representative sample of brands that met our criteria for this channel. *Due to limitations about how Alcohol brands can create content on TikTok, we were unable to source the full 150 brands in this industry. We used median performance from the companies selected for each industry to compile the data for this report. Companies selected had active presences on Facebook, Instagram, TikTok, and Twitter as of January 2022, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 1,000 as of the same date. Within this report, we provide a representative sample of organic and paid posts from national and international companies in each industry by selecting 150 companies at random from each industry* in our database of over 200,000 companies. Engagement rate is calculated based on all these interactions divided by total follower count. We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. To spot trends and identify benchmarks, we used Rival IQ to analyze engagement rates, posting frequency, post types, and hashtags on the top four social channels for brands: Facebook, Instagram, TikTok, and Twitter. No surprise that Travel brands were all about the destination this year on TikTok with location-based hashtags like #Thailand and #NYC. ![]() Top TikTok hashtags by engagement rate, Travel
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