2021 Social Media Industry Benchmarks - Know Exactly Where You | Product Management

2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market

The trending platform of the moment, Instagram, seems to be the place where brands are increasingly turning. Overall, the average engagement rate for brands increased in 2020 by 6.39%, from 1.08% in 2019 to 1.16% in 2020.

Brand engagement rates on Facebook have remained fairly low, overall in 2020 - 0.26% average engagement rate for all industries. However, we observed an small increase in engagement of 1.44% in 2020 compared with the social media performance of 2019.

When it comes to social media performance for Twitter, the engagement has dropped by 16.30%, from 0.07% in 2019 to 0.06% in 2020 across all industries.

All 35 industries publish images as the primary type of social media content: 84.16% photos on Instagram, 75.14% photos on Facebook, and 52.86% images on Twitter.

Across all industries, in 2020, brands chose to post 36% more content on Twitter compared with Instagram and Facebook.

On the Instagram feed, the posting frequency declined by about 6.22% in 2020, and these brands focused their content efforts on Stories too.

The average Facebook posts per day across all sectors increased by about 6.40% in 2020.

The politics, education, and airline brands are the most successful profiles on Instagram, with the highest average engagement rates out of all industries.

On Twitter, the politics industry generates more conversations with an average engagement rate of 0.45%, followed by the conglomerate, restaurant-cafe, and sports media industries. Given the fact that this has been an election year, it’s not a surprising result.

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