2023 Average Engagement Rates for 13 Industries [STATS]

So that you’ve deliberate and launched a social media marketing campaign, and waited patiently for the likes, feedback, and conversions to roll in. Now you’re taking a look at your efficiency report, questioning what the numbers really imply. Is a 2% engagement charge excessive or low? Did your target market love your marketing campaign, or was it a flop?

With out social media benchmarks (a.okay.a. common efficiency stats for a social platform or business), it’s troublesome to make sense of uncooked information. However we obtained you. On this publish, we’ve rounded up common social media engagement charges from 13 high industries to offer you a greater understanding of the place you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)

We’ve even included a easy (and free!) engagement charge calculator you should utilize to shortly double-check your individual efficiency stats.

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Common engagement charges (September 2023)

Beneath, you’ll discover the newest common engagement charges (per post), damaged down by business and social community.

The place did this information come from? Our group collects and anonymously compiles information from social accounts related to Hootsuite. Every benchmark relies on no less than 100 social accounts, and no information could be traced again to any particular person account.

For extra benchmarks (together with impressions, viewers development charge, posting frequency, and way more) and insights that can aid you enhance your advertising and marketing technique, start a free 30-day Hootsuite trial and browse stats out of your business — and hand-picked rivals — in Hootsuite Analytics

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Companies

Common X (Twitter) engagement charge: 1.02%
Common Instagram engagement charge: 2.06%
Common Fb engagement charge: 0.82%
Common LinkedIn engagement charge: 1.18%
Common TikTok engagement charge: 0.71%

Training

Common X (Twitter) engagement charge: 1.03%
Common Instagram engagement charge: 3.16%
Common Fb engagement charge: 1.63%
Common LinkedIn engagement charge: 1.81%
Common TikTok engagement charge: 0.52%

Leisure and media

Common X (Twitter) engagement charge: 1.4%
Common Instagram engagement charge: 1.66%
Common Fb engagement charge: 1.09%
Common LinkedIn engagement charge: 1.32%
Common TikTok engagement charge: 9.77%

Monetary companies

Common X (Twitter) engagement charge: 0.99%
Common Instagram engagement charge: 1.87%
Common Fb engagement charge: 0.97%
Common LinkedIn engagement charge: 1.74%
Common TikTok engagement charge: 0.64%

Meals and beverage

Common X (Twitter) engagement charge: 0.79%
Common Instagram engagement charge: 1.49%
Common Fb engagement charge: 0.71%
Common LinkedIn engagement charge: 1.11%
Common TikTok engagement charge: 0.64%

Authorities

Common X (Twitter) engagement charge: 1.33%
Common Instagram engagement charge: 2.05%
Common Fb engagement charge: 1.64%
Common LinkedIn engagement charge: 2.14%
Common TikTok engagement charge: 0.8%

Healthcare and wellness

Common X (Twitter) engagement charge: 0.92%
Common Instagram engagement charge: 2.28%
Common Fb engagement charge: 1.31%
Common LinkedIn engagement charge: 1.61%
Common TikTok engagement charge: 0.75%

Nonprofit

Common X (Twitter) engagement charge: 1.18%
Common Instagram engagement charge: 2.47%
Common Fb engagement charge: 1.61%
Common LinkedIn engagement charge: 2.26%
Common TikTok engagement charge: 0.63%

Actual property

Common X (Twitter) engagement charge: 0.81%
Common Instagram engagement charge: 1.5%
Common Fb engagement charge: 1.01%
Common LinkedIn engagement charge: 1.68%
Common TikTok engagement charge: 0.39%

Retail

Common X (Twitter) engagement charge: 0.87%
Common Instagram engagement charge: 2.07%
Common Fb engagement charge: 0.82%
Common LinkedIn engagement charge: 1.29%
Common TikTok engagement charge: 1.21%

Skilled companies and consulting

Common X (Twitter) engagement charge: 0.89%
Common Instagram engagement charge: 1.62%
Common Fb engagement charge: 1.05%
Common LinkedIn engagement charge: 1.55%
Common TikTok engagement charge: 0.36%

Know-how

Common X (Twitter) engagement charge: 1.34%
Common Instagram engagement charge: 1.47%
Common Fb engagement charge: 1%
Common LinkedIn engagement charge: 1.72%
Common TikTok engagement charge: 0.55%

Journey, hospitality, and leisure

Common X (Twitter) engagement charge: 1.32%
Common Instagram engagement charge: 1.7%
Common Fb engagement charge: 0.97%
Common LinkedIn engagement charge: 1.47%
Common TikTok engagement charge: 6.01%

Common engagement charges: September insights

1. Instagram customers are probably the most engaged

Throughout nearly all industries, Instagram persistently has the very best common charges in comparison with different social networks.

Curiously, instructional establishments generated increased Instagram engagement than every other business in September. In the event you run social media for a college, faculty, or college and battle to get your engagement charges as much as the business common, here are some tips that will help.

2. TikTok is a good platform for leisure and travel-related content material

Exceptionally excessive TikTok engagement charges counsel that short-form video is an effective way to seize viewers consideration in these sectors. In the event you function in one in every of these industries and haven’t began utilizing TikTok to advertise your enterprise but, you is likely to be lacking out! Our beginner’s guide to TikTok marketing will aid you get began and join with TikTok’s hyper-engaged neighborhood.

3. Monetary companies and expertise have a tough(ish) time producing engagement

On the whole, monetary establishments and tech corporations seem to generate barely decrease social media engagement in comparison with different sectors — on each social media platform apart from LinkedIn. This is likely to be as a result of these industries cope with advanced and technical subjects that may be difficult to have interaction a broad viewers.

Bear in mind: It’s not a services or products that makes one thing appear “boring” — it’s dangerous advertising and marketing. You may create participating social content material even when your business has a boring fame. Undecided how? Take a look at these weblog posts for inspiration:

3 Tools to Use Instead of Facebook Analytics [2024 Edition]

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4. The meals and beverage business wins on Instagram

Eating places and different food-related companies see excessive engagement on Instagram — which makes good sense, contemplating the platform’s concentrate on visible content material (and its customers’ obsession with posting photos of their meals).

Free engagement charge calculator

Prepared to check your efficiency to business benchmarks? Use this free device to search out out your engagement charge by publish.

Observe: In the event you’re calculating your account’s complete engagement, embrace details about all of your posts (e.g complete variety of posts printed, complete variety of likes, and so forth). In the event you’re calculating the engagement charge of a selected social media advertising and marketing marketing campaign, solely embrace the main points of the posts that have been a part of the marketing campaign.

In the event you’re on the lookout for extra detailed information otherwise you need to calculate totally different sorts of engagement (like engagement charge by attain or engagement charge by impressions), download our free spreadsheet calculator that can do the maths for you.

Or, higher but, start a free 30-day Hootsuite trial to simply observe the efficiency of all of your social channels in a single place (so you possibly can replicate what works and get extra engagement). Hootsuite’s social media analytics device collects your stats from Fb, Instagram, Twitter, LinkedIn, and TikTok.

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With Hootsuite Analytics, you may as well:

Discover out when your viewers is on-line
Get customized suggestions on your greatest instances to publish for every of your accounts
Simply view business benchmarks and see the way you examine to rivals

Use Hootsuite to trace and enhance engagement charges throughout all of your social media channels. Strive it free at the moment.

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