Disengagement from social media is on the rise across the most popular platforms.

The capacity to develop content that attracts customers, as well as the success of marketing efforts in general, are all variables.

For 2023, Rival IQ has produced its annual Social Media Benchmark Report, which includes comparisons of social media performance across 14 different industries.

All of the firms we looked at had more than 5,000 followers each on Instagram, TikTok, and Twitter, and their Facebook followings range from 25.000 to 1.000.000.

The following are the most important takeaways for anyone working in marketing.

Participation, In General

Overall interaction on social media platforms including Facebook, Instagram, and Twitter has declined across all sectors between 2019 and 2022.

Engagement on Facebook and Twitter barely budged.

In 2021, Facebook’s decreased to 0.06% and stayed at that percentage in 2022. Between 2019 and 2022, Twitter’s share price fell by 0.01%.

Participation on Facebook

The average percentage of Facebook followers who interact with a given post is 0.06% across all sectors.

The media industry has the highest median weekly posting frequency, at 73.5 times. The reason for this is probably that media outlets are more prolific news content publishers than other types of brands.

Activity on Instagram

Instagram has a median engagement rate of 0.47% per post across all sectors.

While the average industry only publishes 4.6 times each week, sports teams average 15.6 posts per week.

Participation in TikTok

TikTok’s median engagement rate per post among followers is 5.69% across all categories.

The media sector produces the most videos, averaging 4.2 per week, whereas the median for all sectors is 1.75.

Involvement with Twitter

The median percentage of Twitter followers that interact with a post is 0.035% across all sectors.

Media professionals tweet the most frequently, at a rate of 70.2, while those in other fields tweet on average 3.91 times each week.

Popular Categories of Posts

The most effective forms of social media content to share are different for each market.

Facebook users are more likely to interact with a photo or video than with a link or status update.

Declining Participation in Top Social Media Platforms

The research shows that businesses should expect the most engagement from their Instagram posts when they take the form of Reels, carousels, and images. Videos that aren’t shared in the form of Reels typically receive more views and comments.

Tweets that only include links do poorly in comparison to those that include photographs, videos, or status updates.

Popular Hashtags

The use of hashtags varies widely from sector to sector and platform to platform. Across sectors, holiday-themed hashtags tend to be the most engaging, but competitions and giveaways have seen a decline in participation.

Main Ideas

The main message is that the target market for each sector is slightly different. Instagram carousels are more popular among higher education firms, while Instagram Reels are more popular among food and beverage brands.

Maximise the effectiveness of your social media campaign by adapting your content for maximum interaction on the most popular social media platforms. This will increase the likelihood that you will reach as many prospective consumers as possible with material they will love reading.

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