How does my company compare to others? Interesting data for your own social media presence can be read from a new benchmark report.
Those who want to reach their target group relatively inexpensively nowadays often rely on their own appearance on social media. But brands and companies in particular often find it difficult to appear professional and at the same time interesting enough to attract the attention of potential customers.
In a comprehensive benchmark report, the experts from Socialinsider examined over 22 million business posts on Instagram, Facebook and Twitter. The data can be used to draw insights for your own marketing, such as which platform is currently most in demand, which industries are performing best and which content formats are most likely to be posted.
Which platform is worthwhile for me?
Every year Instagram became more interesting for brands. Not only the growing number of users, but above all the various advertising opportunities make Instagram still the number one platform. According to the report, brands can count on increasing engagement here. From 2019 to 2020, the engagement rate on Instagram for brands rose by 6.39 percent, bringing the total to an average of 1.16 percent. On Facebook, however, the engagement rate has stagnated since 2019 and is around 0.26 percent. Twitter, on the other hand, can only have an engagement rate of 0.06, making it one of the less interesting platforms for brands.
What content should I post?
Instagram was developed as a photo platform and for the most part is still treated as such. Across all 35 industries examined, the brands posted 84.16 percent photos on Instagram, 75.14 percent on Facebook and only 52.86 percent of the content on Twitter was photos.
Interestingly, however, many brands have directed their efforts on Twitter. In 2020, 36 percent more content was posted via the short message service than via Facebook and Instagram. PR agencies and journalistic accounts were particularly active. On Instagram, however, the feed was posted 6.22 percent less often. In return, brands concentrated more on stories. The average number of posts on Facebook increased by 6.4 percent.
Not every industry is successful on social media. In addition, the audience differs on the various platforms. The report makes it clear that politics, learning content and airlines have the highest engagement rate on Instagram. Political issues are also ahead on Twitter and Facebook. You can find a detailed list of all 35 industries examined in full benchmark report.
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