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1、2022 Social Media Industry Benchmark ReportIndustry benchmarks across the most important social media metrics IntroductionWere back with a supercharged version of our annual Social Media Industry Benchmark Report. We surveyed thousands of the most engaging brands and companies on social to analyze w
2、hats really making them so successful. The Benchmarks: Our biggest report ever features the most important metrics from 2021 across 14 top industries: This report has everything you need to measure your social media success against your competitors on Facebook, Twitter, and Instagram across these 14
3、 major industries. 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. Now lets get benchmar
4、king.Alcohol Fashion Financial Services Food & BeverageHealth & Beauty Higher Education Home Decor Hotels & Resorts Influencers Media Nonprofits RetailSports Teams Tech & SoftwareKey takeawaysBrands seeing less organic engagement this year. Declining engagement rates on Facebook, Instagram, and Twit
5、ter reflect that social media is increasingly becoming a pay-to-play space. Posting frequency on the rise. Brands have increased their posting frequency on all three channels to increase bites at the engagement apple. Contest and holidays topped the hashtag charts. Nearly every industry found succes
6、s with giveaways and hashtag holidays ranging from #Halloween to #MayThe4thBeWithYou.Every brand should post carousels on Instagram. Whats the secret behind this ultra-engaging post type? Instagram carousels often get re-served to users who dont engage the first time, earning them more impressions.
7、Keep an eye on video. Brands are already struggling to keep up with enough video to compete with the popularity of TikTok and YouTube. To spot trends and identify benchmarks, we used Rival IQ to analyze engagement rates, posting frequency, post types, and hashtags on the top three social channels fo
8、r brands: Facebook, Instagram, and Twitter. We define engagement as measurable interaction on organic and boosted social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count.
9、Within this report, we provide a representative sample of national and international companies in each industry by selecting 150 companies at random from each industry in our database of over 200,000 companies. Companies selected had active presences on Facebook, Instagram, and Twitter as of January
10、 2021, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 5,000 as of the same date. We used median performance from the companies selected for each industry to compile the data for this report.Methodology=ENGAGEMENT RATETOTAL FOLLOWER COUNTMEASUR
11、ABLE INTERACTION Retweets Shares Reactions Likes Comments FavoritesWhos included in this study?25,000-1,000,000FACEBOOK FOLLOWERS150 FROM EACH OF THE FOLLOWING 14 INDUSTRIES:2,100 TOTAL COMPANIESTHAT ALSO HAVEHIGHER EDNONPROFITSMEDIAHOTELS & RESORTSSPORTS TEAMSINFLUENCERSFASHIONFOOD & BEVERAGEHEALTH
12、 & BEAUTYHOME DECORALCOHOLRETAILTECH & SOFTWAREFINANCIAL SERVICES 5,000INSTAGRAMFOLLOWERS 5,000TWITTERFOLLOWERSLets describe the data set2.1M POSTS832K POSTS2.6M TWEETS614M ENGAGEMENTS297M ENGAGEMENTS2.94B ENGAGEMENTSThe BenchmarksSocial media success is about so much more than getting the most comm
13、ents or likes: its about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience. To us, engagement rate per post is the metric because it controls for post volume and audience size and helps marketers understand how theyre doi
14、ng in relation to their competitors. Why cant you gauge success on likes alone? Because audience size is hugely important: 1,000 likes makes a huge difference to a brand with 2,000 followers, but is a drop in the bucket to a brand with 100,000 followers.Why do we benchmark?With that core metric in m
15、ind, we include a detailed look at each industrys engagement rate alongside posting frequency, post media types, hashtags, and more for a true sense of social performance.Quick note: the truest measure of your social contents resonance would be engagement divided by unique reach (the count of unique
16、 people who saw your content) or impressions (the number of times your content was displayed). Unfortunately, due to the Facebook, Instagram, and Twitter API restrictions, we arent able to include this particular stat.In addition to our social media industry breakdowns, we also compare all the indus
17、tries together so you can see how things shake out across the board.Ready to compare your social media performance live? Check out our Explore landscapes, where we feature live social media metrics from a sample of companies from each industry represented in this study. These landscapes feature hash
18、tag performance, top post types, and so much more on Facebook, Instagram, and Twitter. Or, run a free Head-to-Head report against your biggest rival to see how you measure up to both your competition and against industry benchmarks represented in this study.Start measuring your social performance(Oh
19、, and if youre a Rival IQ customer or in a trial, you can add those stats directly into your Rival IQ account for even more comparisons.) ?Engagement rate per post (by follower)Facebook engagementAlcoholFashionFinancialServicesFood &BeverageHealth & BeautyHigher EdHome DecorHotels & ResortsInfluence
20、rsMediaNonprofitsRetailSports TeamsTech & Software0.02%0.27%0.03%0.11%0.05%0.23%0.09%0.04%0.15%0.02%0.04%0.05%0.03%0.10%The median across all industries is 0.064% The all-industry Facebook median declined a little this year, though Higher Ed and Sports Teams were able to boost their engagement rates
21、.?Posts per weekFacebook activityMedian posting frequency on Facebook ticked up by a few points this year.AlcoholFashionFinancialServicesFood & BeverageHealth & BeautyHigher EdHome DecorHotels & ResortsInfluencersMediaNonprofitsRetailSports TeamsTech & Software5.221.46.87.687.25.63.44.46.96.22.95.05
22、.33.3The median across all industries is 5.87 posts per week?022.54567.590Tech & SoftwareSports TeamsRetailNonprofitsMediaInfluencersHotel & ResortsHome DecorHigher EdHealth & BeautyFood & BeverageFinancial ServicesFashionAlcoholPosts per week vs. engagement rate per post (by follower)Facebook posts
23、 vs. engagementInfluencers (infrequent posters) and Sports Teams (frequent posters) earn consistently high marks on Facebook despite a big delta in posting frequency.ENGAGEMENT RATE0.00%0.08%0.15%0.23%0.30%POSTS PER WEEK0102030Tech & SoftwareSports TeamsRetailNonprofitsInfluencersHotel & ResortsHome
24、 DecorHigher EdHealth & BeautyFood & BeverageFinancial ServicesFashionAlcoholBrands post most frequently on Facebook.?Engagement rate per post (by follower)Instagram engagementInstagram engagement rates fell by about 30% this year, which is sobering news for any social media professional. The good n
25、ews? Instagram engagement rates are still way higher than Facebook or Twitter.AlcoholFashionFinancialServicesFood &BeverageHealth & BeautyHigher EdHome DecorHotel & ResortsInfluencersMediaNonprofitsRetailSports TeamsTech & Software0.59%1.84%0.33%1.04%0.64%1.18%0.70%0.45%2.99%0.32%0.63%0.45%0.36%0.76
26、%The median across all industries is 0.67%?Posts per weekInstagram activityThe median posting frequency across all industries increased about 25% this year on Instagram.AlcoholFashionFinancialServicesFood &BeverageHealth & BeautyHigher EdHome DecorHotels & ResortsInfluencersMediaNonprofitsRetailSpor
27、ts TeamsTech & Software2.413.66.14.58.14.53.04.73.56.33.13.66.53.3The median across all industries is 4.55 posts per week?Posts per week vs. engagement rate per post (by follower)Instagram posts vs. engagementHigher Ed was the clear engagement winner on Instagram despite below-median posting frequen
28、cy, suggesting more isnt always better on Instagram (though second-place Sports Teams might beg to differ).ENGAGEMENT RATE0%1%2%2%3%POSTS PER WEEK03.5710.514Tech & SoftwareSports TeamsRetailNonprofitsMediaInfluencersHotel & ResortsHome DecorHigher EdHealth & BeautyFood & BeverageFinancial ServicesFa
29、shionAlcoholInstagram consistently sees low posting volume and high engagement rates.?Engagement rate per tweet (by follower)Twitter engagementHealth & Beauty, Influencers, Nonprofits, and Sports Teams were able to increase their Twitter engagement rates.AlcoholFashionFinancialServicesFood &Beverage
30、Health & BeautyHigher EdHome DecorHotel & ResortsInfluencersMediaNonprofitsRetailSports TeamsTech & Software0.029%0.084%0.018%0.054%0.011%0.037%0.038%0.020%0.071%0.033%0.040%0.040%0.020%0.055%The median across all industries is 0.037%?Tweets per weekTwitter activityTweeting frequency rose about 13%
31、this year, and Media and Sports Teams tweeted more than all the rest of the industries combined on Twitter (as usual).AlcoholFashionFinancialServicesFood &BeverageHealth & BeautyHigher EdHome DecorHotel & ResortsInfluencersMediaNonprofitsRetailSports TeamsTech & Software7.441.72.79.975.94.22.72.39.7
32、1.82.25.71.92.8The median across all industries is 5.04 tweets per week?Tweets per week vs. engagement rate per tweet (by follower)Twitter tweets vs. engagementFrequent tweeters Higher Ed and Sports Teams came out ahead on Twitter this year, but last-place Media showed other industries that higher t
33、weet frequency isnt always better.ENGAGEMENT RATE0.00%0.02%0.04%0.06%0.08%TWEETS PER WEEK020406080Tech & SoftwareSports TeamsRetailNonprofitsMediaInfluencersHotel & ResortsHome DecorHigher EdHealth & BeautyFood & BeverageFinancial ServicesFashionAlcoholMedia brands publish6x the median on TwitterIND
34、USTRY SNAPSHOT AlcoholFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE / POSTINSTAGRAM ENG RATE / POSTTWITTER ENG RATE / TWEETSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQCheers to Alcohol brands on Twitter3.313.272.840.097%0.76%0.055%OverviewAlcohol brands won the
35、bronze on Twitter again and performed above the median on Facebook and Instagram. A few ways Alcohol brands can keep up the pace: Photos outperformed videos on every channel, and were especially successful on Twitter. Holiday hashtags topped the charts for Alcohol brands this year, so be sure to lea
36、n into the festivities in 2022. A few examples from Alcohol brandsALCOHOL?Posts / WeekEngagement Rate / Post (by follower)Alcohol was the third-most engaging industry on Twitter by rate but put the least posting energy to that channel. Beer, wine, and liquor brands might want to focus more time ther
37、e.Posts per week & engagement rateALCOHOL0.055%0.760%0.097%2.83.33.3?ENGAGEMENT RATE0.000%0.028%0.055%0.083%0.110%POSTS PER WEEK00.751.52.253PhotoLinkStatusVideoPosts / week and engagement rate / post (by follower)Alcohol brands were much likelier to post a photo on Facebook than any other post type
38、, which is handy, since photo posts outperformed all other post types by a long shot.? Facebook engagement by post typeALCOHOL?ENGAGEMENT RATE0.000%0.225%0.450%0.675%0.900%POSTS PER WEEK00.751.52.253IGTVPhotoCarouselVideoPosts / week and engagement rate / post (by follower)Carousels grabbed the high
39、est engagement rates for Alcohol brands, who were much likelier to post photos on Instagram. Consider combining a few of those single-photo posts into high-performing carousels.? Instagram engagement by post typeALCOHOL?Top hashtags by engagement rate (used by more than 15 companies in this study)Ho
40、lidays and seasons topped the charts for Alcohol brand hashtags on Instagram this year.? Instagram hashtagsALCOHOL#giveaway#happyholidays#mondaymotivation#spring#supportlocal#wine#pride#cheers#summer#christmas 0.818% 0.837% 0.844% 0.851% 0.926% 0.939% 0.945% 1.067% 1.127% 1.275%?Tweets / week and en
41、gagement rate / tweet (by follower)Alcohol brands outperformed many other industries on Twitter this year thanks in part to focusing on high-performing photo tweets.? Twitter engagement by tweet typeALCOHOLENGAGEMENT RATE0.000%0.018%0.035%0.053%0.070%POSTS PER WEEK00.40.81.21.6PhotoLinkStatusVideo?T
42、op hashtags by engagement rate (used by more than 15 companies in this study)Alcohol followers clearly raised a glass to all things #NationalBeerDay this year.? Twitter hashtagsALCOHOL#internationalbeerday#nationalbeerday#fathersday#halloween#ipa#craftbeer#valentinesday#earthday#mothersday#internati
43、onalwomensday 0.004% 0.005% 0.008% 0.009% 0.022% 0.028% 0.044% 0.050% 0.050% 0.092%INDUSTRY SNAPSHOT FashionFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE / POSTINSTAGRAM ENG RATE / POSTTWITTER ENG RATE / TWEETSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQFashion L
44、agging Across All Three Channels5.326.51.870.025%0.363%0.02%OverviewFashion brands struggled to keep engagement rates up on Facebook, Instagram, and Twitter despite regular posting. Some suggestions for Fashion brands: Carousels are key to any brands Insta success: they outperform photos and videos
45、because Instagram often re-serves them to folks who didnt engage with the post the first time around. #ValentinesDay and #competition hashtags were top performers, so be sure to measure performance and replicate what works. A few examples from Fashion brandsFASHION?Posts / WeekEngagement Rate / Post
46、 (by follower)Fashion brands saw low engagement rates on both Facebook and Twitter, but were more than twice as likely to post on Facebook.Posts per week & engagement rateFASHION0.020%0.363%0.025%1.96.55.3?Posts / week and engagement rate / post (by follower)Photos were twice as engaging as the next
47、 best post type for Fashion brands on Facebook.? Facebook engagement by post typeFASHIONENGAGEMENT RATE0.000%0.007%0.014%0.021%0.028%POSTS PER WEEK01.252.53.755PhotoLinkStatusVideo?ENGAGEMENT RATE0.000%0.100%0.200%0.300%0.400%POSTS PER WEEK01234IGTVPhotoVideoCarouselPosts / week and engagement rate
48、/ post (by follower)Photos and carousels garner near-identical engagement rates for Fashion brands, who are twice as likely to post a photo on Instagram. Try combining photos into carousels by theme to supercharge engagement rates.? Instagram engagement by post typeFASHION?Fashion brands used #compe
49、tition to grab nearly twice the engagement rates of the next most engaging hashtag. Giveaways and wins rounded out the winners podium for these brands.? Instagram hashtagsFASHION#competition#giveaway#win#newarrivals#streetstyle#ootd#blackfriday#newcollection#dogsofinstagram#valentinesday 0.547% 0.54
50、9% 0.699% 0.703% 0.765% 0.905% 1.498% 1.602% 1.777% 3.220%Top hashtags by engagement rate (used by more than 15 companies in this study)?Tweets / week and engagement rate / tweet (by follower)Many Fashion brands emphasized photo tweets on Twitter this year, but could up their engagement rates by foc