2022年第一季度社交媒体行业报告（英）-131页_12mb

2022 Social Media Industry Benchmark Report Summary

Core Content

This report provides an analysis of social media performance across 14 major industries on Facebook, Instagram, and Twitter. It highlights key metrics such as engagement rates, posting frequency, post types, and hashtags that drive success. The data is based on a representative sample of 150 companies per industry from a database of over 200,000, with each brand having a minimum of 25,000 Facebook followers and 5,000 Instagram and Twitter followers as of January 2021.

Key Takeaways

• Social media is becoming a pay-to-play space: Declining organic engagement rates suggest brands need to invest more in paid strategies.
• Instagram carousels are highly effective: They often get re-served to users who didn't engage initially, leading to higher impressions.
• Increased posting frequency: Brands are posting more frequently across all platforms to boost engagement.
• Video content is in demand: With the rise of TikTok and YouTube, brands are struggling to keep up with video content.
• Contests and holiday hashtags: These are top-performing strategies across industries, especially for Food & Beverage and Alcohol.
• Engagement rate per post is the core metric: It controls for audience size and post volume, offering a better comparison between brands.
• Engagement vs. reach: While the report doesn't include engagement per unique reach, it emphasizes the importance of this metric for accurate measurement.

Industry Benchmarks

Alcohol

• Facebook: 3.31 posts/week, 0.097% engagement rate.
• Instagram: 3.27 posts/week, 0.76% engagement rate.
• Twitter: 2.84 tweets/week, 0.055% engagement rate.
• Top strategies: Use photos, leverage holiday hashtags.

Fashion

• Facebook: 5.32 posts/week, 0.025% engagement rate.
• Instagram: 6.5 posts/week, 0.363% engagement rate.
• Twitter: 1.87 tweets/week, 0.02% engagement rate.
• Top strategies: Use carousels on Instagram, leverage Valentine's Day and competition hashtags.

Financial Services

• Facebook: 5.01 posts/week, 0.049% engagement rate.
• Instagram: 3.55 posts/week, 0.449% engagement rate.
• Twitter: 5.70 tweets/week, 0.040% engagement rate.
• Top strategies: Invest in videos, use diversity and finance-themed hashtags.

Food & Beverage

• Facebook: 2.91 posts/week, 0.041% engagement rate.
• Instagram: 3.09 posts/week, 0.627% engagement rate.
• Twitter: 2.18 tweets/week, 0.040% engagement rate.
• Top strategies: Use contests and giveaways, prioritize photos over video.

Health & Beauty

• Facebook: 6.19 posts/week, 0.022% engagement rate.
• Instagram: 6.31 posts/week, 0.319% engagement rate.
• Twitter: 1.83 tweets/week, 0.033% engagement rate.
• Top strategies: Use videos, contests, and giveaways; leverage Instagram carousels.

Higher Education

• Facebook: 6.91 posts/week, 0.148% engagement rate.
• Instagram: 3.46 posts/week, 2.991% engagement rate.
• Twitter: 9.74 tweets/week, 0.071% engagement rate.
• Top strategies: Post more carousels on Instagram, use status updates and videos on Twitter.

Home Decor

• Facebook: 4.37 posts/week, 0.038% engagement rate.
• Instagram: 4.72 posts/week, 0.447% engagement rate.
• Twitter: 2.28 tweets/week, 0.020% engagement rate.
• Top strategies: Use Instagram carousels, experiment with more video and status updates on Twitter.

Hotels & Resorts

• Facebook: 3.36 posts/week, 0.094% engagement rate.
• Instagram: 2.96 posts/week, 0.702% engagement rate.
• Twitter: 2.66 tweets/week, 0.038% engagement rate.
• Top strategies: Use giveaways on Instagram, increase posting frequency.

Methodology

• Data source: Rival IQ.
• Engagement definition: Measurable interaction including likes, comments, shares, retweets, favorites, and reactions.
• Engagement rate calculation: Total engagement divided by total follower count.
• Sample size: 150 companies per industry, totaling 2,100 brands.
• Performance metric: Median performance for each industry is used for benchmarking.

Tools for Comparison

• Live Social Benchmark Dashboards: Available on Rival IQ to compare social media performance in real-time.
• Head-to-Head Reports: Brands can run free reports against their top competitors to evaluate their performance against industry standards.

Conclusion

The report underscores the importance of strategic content types and engagement tactics across different industries. It emphasizes the need for brands to adapt their strategies to the evolving social media landscape, particularly by leveraging carousels, contests, and holiday-themed content. Brands are also advised to increase posting frequency and invest in video content to remain competitive.