Rival IQ: Social Media Industry Report for the First Quarter of 2022

Rival IQ's latest social industry tracker tracks engagement on Facebook, Instagram and Twitter.

More than 9 in 10 social media marketers use Facebook, and it remains the most commonly used social platform for marketing. The report analyzed 2.1 million posts and 614 million interactions from 2,100 companies in 14 industries around the world, each with between 25,000 and 1,000,000 followers on Facebook.

The results show that the average engagement rate per post on Facebook across all industries is 0.064%. Brands such as Sports (0.27%), Influencers (0.23%) and Higher Education (0.15%) have the highest engagement rates on Facebook, while Health & Beauty (0.02%) and Technology & Software (0.02%) have the lowest engagement rates.

Despite media brands having relatively low engagement per post (0.05%), these companies post much more frequently than other industries. Media companies post an average of 87.2 posts per week on Facebook, which is well above the median of all industries (5.87 posts/week). The only industry that comes close is sports (21.4).

Instagram engagement is down about 30% in 2021. Still, the platform leads in terms of median engagement per post.

Previous research has shown that Instagram is the most popular platform for influencer marketing, which is not surprising considering that influencer engagement on Instagram (1.18%) is much higher than Facebook (0.227%) and Twitter (0.037%).

Sports is the most commonly posted industry on Instagram, with 13.6 posts per week. Media (8.1 posts per week), health and beauty (6.3), and fashion (6.5) brands are also common industries on Instagram.

Media companies also have the highest number of weekly tweets on Twitter, averaging 75.9 tweets per week. Overall, the median number of weekly tweets across all industries is 5.04.

Twitter’s median engagement rate is 0.037%, less than half of Facebook’s, which may be why less than a quarter of marketers plan to increase their investment in Twitter.

The PDF version will be shared on 199IT Knowledge Planet, just scan the QR code below!