Socialinsider：2022年零售社交媒体行业报告_18页_1mb

Retail Social Media Industry Report Summary

Core Content

This report provides an overview of the social media strategies and performance of retail brands on Facebook, Instagram, and Twitter. It highlights the types of content shared, their engagement rates, and posting frequencies across the platforms.

Main Platforms and Content Types

Facebook

• Content Diversity:
  • Photos: 55.92%
  • Albums: 25.13%
  • Videos: 13.61%
  • Links: 4.78%
  • Statuses: 0.54%
• Engagement Rate:
  • Average engagement rate per post: 0.14%
  • Statuses perform best with 0.22% engagement rate.
  • Photos follow with 0.16% engagement rate.
• Engagement Trends:
  • The average engagement rate has remained constant from May to August 2022.
  • There was a significant growth in December 2022, but it is still lower than the average for all sectors (0.16%).

Instagram

• Content Diversity:
  • Photos: 51.16%
  • Carousels: 25.71%
  • Reels: 15.51%
  • Videos: 7.60%
• Engagement Rate:
  • Average engagement rate per post: 0.51%
  • Reels have the highest engagement rate with 0.9%.
  • Carousels follow with 0.49% engagement rate.
• Engagement Trends:
  • The average engagement rate has remained constant from January to June 2022.
  • There was a significant growth in June 2022, but it is still lower than the average for all sectors (0.88%).

Twitter

• Content Diversity:
  • Statuses: 62.215%
  • Photos: 18.86%
  • Links: 15.858%
  • Videos: 3.062%
• Engagement Rate:
  • Average engagement rate per post: 0.07%
  • Photos have the highest engagement rate at 0.07%, slightly higher than videos at 0.0003%.
• Engagement Trends:
  • The average engagement rate has remained constant from May to July 2022.
  • There was a significant growth in April 2022, but it is still lower than the average for all sectors (0.03%).

Posting Frequency

• Average Posts per Week:
  • Instagram: 5.44
  • Facebook: 5.06
  • Twitter: 19.99
• Posts per Week Comparison:
  • Retail brands post significantly more on Twitter than on the other two platforms.

Key Insights

• Instagram is the most engaging platform for the retail sector with an average engagement rate of 0.51%.
• Photos are the most shared type of content across all platforms.
• Instagram carousels and Reels are the most engaging media types on Instagram.
• Statuses on Facebook and Photos on Twitter are the top-performing content types in terms of organic engagement.
• Twitter has the highest posting frequency, with brands sharing nearly 20 posts per week on average.

Top Performing Posts

• Sallieri (Instagram): 140k likes, 128k comments, 100k shares
• Massimiliano (Instagram): 100k likes, 100k comments, 8k shares
• Restrained (Instagram): 98k likes, 98k comments, 5.2k shares
• Linened (Instagram): 98k likes, 98k comments, 3k shares

Methodology

• Engagement Rate Calculation:
  • Facebook: (Reactions + Comments + Shares) / Total Fans × 100
  • Instagram: (Likes + Comments) / Total Followers × 100
  • Twitter: (Likes + Retweets) / Total Followers × 100
• Average Posts per Day:
  • Calculated as total number of posts divided by the number of days in the selected time period.
• Data Period:
  • From January 2022 to December 2022

Conclusion

The report emphasizes the importance of content type and platform choice in driving engagement for retail brands. While Instagram leads in engagement, Twitter excels in posting frequency. Brands should focus on leveraging Reels and carousels on Instagram, photos on Twitter, and statuses on Facebook to maximize their social media impact.