RivalIQ: Social Media Industry Benchmark Report 2023

RivalIQ released its 2023 Social Media Industry Benchmark Report. Organic brand engagement has declined this year. Instagram engagement has declined for three consecutive years, but Facebook and Twitter engagement has remained stable.

Posting frequency is also declining. Posting frequency on Instagram is flat, but posting rates on Facebook and Twitter are down about 20%.

It’s all about holiday hashtags. Almost every industry gets the highest engagement from holiday-themed posts, while contests and giveaways aren’t as popular as in other years.

Every brand should be launching Reels on Instagram. Reels has officially entered the Instagram chat room, replacing Carousels that many industries have been using in the competition for the most engaging post type.

TikTok topped the charts with an average engagement rate of 5.69%, making it the best partner across all industries this year.

Facebook Engagement

Median Facebook values ​​across all industries declined slightly this year. Technology and software brands grew slightly, while retail and travel remained flat.

Facebook Ad Campaigns

This year, the median posting frequency on Facebook has dropped by a few percentage points.

Facebook Posts and Interactions

Influencers (who rarely post) and sports teams (who post frequently) receive consistently high scores on Facebook, despite wide variations in posting frequency.

Instagram Engagement Rate

This year, Instagram engagement rates are down about 30%, which is not what hardworking content creators were hoping for.

Instagram Advertising Campaign

On Instagram this year, the average posting frequency across all industries has increased slightly.

Instagram posts and interactions

Despite posting less frequently on Instagram than media, higher education is the clear winner in terms of engagement, suggesting that more is not always better on Instagram, although the second-place sports industry may be different.

Twitter Engagement

Engagement on Twitter was nearly flat, a reminder that sometimes no news is good news.

Twitter Ads Campaigns

Average posting frequency across all industries has dropped by about 20% this year, which isn’t too surprising given Twitter’s turmoil.

Twitter Tweets and Interactions

This year, higher education and sports teams, which tweet frequently, are far ahead on Twitter, but more posting is not necessarily better.