New Report Looks at Social Platform Performance Benchmarks for Brands

These stats will both make you very proud of your personal efficiency, or possibly relieved that your numbers are similar to others within the house.

Rival IQ has revealed its newest social media benchmarks report, which appears to be like on the common efficiency that manufacturers are seeing throughout the key social platforms.

Based mostly on 150 corporations, the information appears to be like on 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 offers some useful comparability perception in your planning.

You’ll be able to obtain the complete report here, which incorporates business breakdowns as nicely, however on this submit, we’ll check out the important thing stats.

First off, on Fb – the common Fb engagement price 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 submit.

It’s price noting that that is engagement, not attain, so this doesn’t imply that individuals aren’t seeing your content material. However typically, 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 gentle decline for model engagement, which continues to slip even additional.

Which isn’t nice in your Fb planning, however it does present some perspective on what you must count on.

Instagram engagement is healthier, 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 person behaviors – there are numerous causes for this, however once more, this offers you some concept of what different manufacturers, on the whole, 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 varied adjustments on the app, it’s onerous to know precisely what’s coming subsequent.

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

However that is most likely the one you wish to see:

TikTok engagement per model video is a whopping 5.69%.

Now, that doubtless pertains to the manufacturers which might be getting into TikTok taking the time to know the platform, which results in higher engagement. But it surely additionally alerts vital alternative, which is able to doubtless be of curiosity to many seeking to optimize their social media strategy.

It’s price noting, too, that manufacturers are posting lots 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 critical – if you may get it proper, TikTok can generate huge attain.

These are some attention-grabbing notes on model engagement, and what you’ll be able to count on to see on all the main apps. Actually, it comes all the way down to your understanding of your viewers, and the way you drive motion based mostly on that, however it is usually doubtless comforting to notice that each one manufacturers are seeing comparatively low engagement.

Does that imply that individuals wish to interact with model content material much less, or that manufacturers, on the whole, aren’t nice at connecting with them? You resolve.

You’ll be able to learn Rival IQ’s full report, together with business and posting frequency breakdowns, here.