New Report Looks at Social Platform Performance Benchmarks for Brands

These stats will both make you very pleased with your personal efficiency, or perhaps relieved that your numbers are akin to others within the house.

Rival IQ has revealed its newest social media benchmarks report, which seems at the typical efficiency that manufacturers are seeing throughout the key social platforms.

Based mostly on 150 firms, the information seems at the efficiency of manufacturers with over 25k Fb followers, and 5k Twitter and IG followers. This time round, Rival IQ has additionally included TikTok benchmark knowledge, which supplies some useful comparability perception for your planning.

You possibly can obtain the complete report here, which incorporates trade breakdowns as properly, however on this publish, we’ll have a look at the important thing stats.

First off, on Fb – the typical Fb engagement fee is 0.060%, down barely from last year’s report.

So, on common, manufacturers aren’t even producing a response from 1% of their viewers with every publish.

It’s value noting that that is engagement, not attain, so this doesn’t imply that individuals aren’t seeing your content material. However generally, individuals merely don’t really feel compelled to work together.

For comparability, in 2019 and 2020, Fb engagement in response to the identical Rival IQ report, was 0.09% and 0.08%, so it’s been a gradual decline for model engagement, which continues to slip even additional.

Which isn’t nice for your Fb planning, however it does present some perspective on what it’s best to count on.

Instagram engagement is best, at 0.47%.

Although that’s additionally in decline – final 12 months, in response to the identical report, Instagram engagement was at 0.67%, whereas it was at 0.98% in 2021.

Elevated competitors, shifting consumer behaviors – there are numerous causes for this, however once more, this offers you some thought of what different manufacturers, normally, are seeing within the app.

Twitter engagement, in the meantime, is at 0.35%, barely down from final report.

Twitter engagement was at 0.045% in 2020, and amid the assorted adjustments at the app, it’s laborious to know precisely what’s coming subsequent.

Perhaps, should you pay for Twitter’s coming Verification for Organizations, that offers you much more attain. However who is aware of – I’m unsure even Twitter absolutely perceive how these components will influence this as but.

However that is in all probability the one you wish to see:

TikTok engagement per model video is a whopping 5.69%.

Now, that probably pertains to the manufacturers which are entering into TikTok taking the time to grasp the platform, which results in higher engagement. Nevertheless it additionally alerts important alternative, which is able to probably be of curiosity to many seeking to optimize their social media method.

It’s value noting, too, that manufacturers are posting loads much less to TikTok (1.75x per week) than they’re to different platforms, which might additionally affect these outcomes. However the comparative efficiency is important – if you will get it proper, TikTok can generate huge attain.

These are some attention-grabbing notes on model engagement, and what you may count on to see on the entire main apps. Actually, it comes right down to your understanding of your viewers, and the way you drive motion based mostly on that, however additionally it is probably comforting to notice that every one manufacturers are seeing comparatively low engagement.

Does that imply that individuals wish to have interaction with model content material much less, or that manufacturers, normally, should not nice at connecting with them? You resolve.

You possibly can learn Rival IQ’s full report, together with trade and posting frequency breakdowns, here.