2023 Social Media
Industry Benchmark Report
Industry benchmarks across the most important social media metrics Introduction
We’re 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 what’s
really making them so successful.
The Benchmarks:
Our biggest report ever features the most important metrics from 2022 across 14 top industries:
o Alcohol o Health & Beauty o Media o Tech & Software
o Fashion o Higher Education o Nonprofts o Travel
o Financial Services o Home Decor o Retail
o Food & Beverage o Infuencers o Sports Teams
This report has everything you need to measure your social media success against your
competitors on Facebook, Twitter, TikTok, and Instagram across these 14 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 2023. As usual, we have channel
observations, best post types, Instagram, Twitter, and TikTok hashtags, and more.
Now let’s get benchmarking.Key takeaways
Brands seeing less organic Every brand should post Reels on
engagement this year. Instagram.
Engagement rates are on the decline forReels have ofcially entered the chat on
Instagram for the third year in a row but Instagram, dethroning ever-popular
holding pretty steady for Facebook and Twitter. carousels for many industries in the race
for the most engaging post type.
Posting frequency on the decline. TikTok is topping the charts.
Post frequency is fat on Instagram but took aWith a median engagement rate of 5.69%,
~20% dive on Facebook and Twitter. TikTok was every industry’s best friend
this year.
It’s all about the holiday hashtags.
Almost every industry earned top engagement
rates from holiday-hashtagged posts, while
contests and giveaways were less popular than
in other years.Methodology
To spot trends and identify benchmarks, we used Rival IQ to analyze engagement rates, posting
frequency, post types, and hashtags on the top four social channels for brands: Facebook,
Instagram, TikTok, and Twitter.
We defne 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.
MEASURABLE INTERACTIONTOTAL FOLLOWER COUNT
Likes Retweets ENGAGEMENT
Comments Shares RATE
Favorites Reactions ÷ =
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,
TikTok, and Twitter as of January 2022, and had Facebook fan counts between 25,000 and 1,000,000
and minimum Instagram, TikTok, 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. Who’s included in this study?
2,100 TOTAL COMPANIES
150 FROM EACH OF THE FOLLOWING 14 INDUSTRIES:
ALCOHOL FASHIONFINANCIAL FOOD & HEALTH & HIGHER ED HOME
SERVICESBEVERAGEBEAUTY DECOR
SPORTS TECH &
INFLUENCERSMEDIANONPROFITSRETAIL TEAMS SOFTWARE TRAVEL
THAT ALSO HAVE
25,000-1,000,000 > 5,000> 5,000 > 5,000
FACEBOOK INSTAGRAM TWITTER TIKTOK
FOLLOWERS FOLLOWERS FOLLOWERS FOLLOWERS