One of the biggest or most frequent questions asked by social media professionals is how often or when to post on social media.
As stated several times previously, there is no exact science. You just have to kind of adjust as you see how your social media profiles perform.
But another important and frequent question is: How are my posts performing? How do I measure that?
Rival IQ has released a 131-page report called "2022 Social Media Industry Benchmark Report" (you can read full report here). If you have the time to read the report, it's worth it.
But let's break it down.
Rival IQ said this report is its "biggest report ever" and it "features the most important metrics from 2021 across 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.
"This report has everything you need to measure your social media success against your competitors on Facebook, Twitter, and Instagram across these 14 major industries," says the report's introduction. "We also feature tons of insights about how social media engagement has changed over the last year for these industries so you can optimize your strategy in 2022. As usual, we have channel observations, best post types, Instagram and Twitter hashtags, and more."
The key highlights as outlined by Rival IQ are:
- Brands saw less organic engagement this year.
- Posting frequency on the rise.
- Contest and holidays topped the hashtag charts.
- Every brand should post carousels on Instagram.
- Keep an eye on video.
In this report, and in general, engagement is a measurable action on a social media post - organic or boosted. Those actions include likes, comments, favorites, retweets, shares, etc.
Engagement rate is calculated based on all those interactions and then divided by total follower count.
Here is a breakout of the engagement data from the report.
- Engagement rate on Facebook, on average across each of the 14 industries measured in the report, is 0.064%.
- For Instagram, it's 0.67%
- For Twitter, it's 0.037%
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