That’s where a social media analytics dashboard comes in.

This guide will cover what a social media dashboard is, why it matters, and how to build one that actually supports better decision-making. We’ll walk you through the different types of dashboards you can create, the metrics worth paying attention to (and the ones to leave behind), how often to run your reports, and more.

Ready to get clear on your metrics? Let’s dive right in.

Learn how you can easily build social media analytics dashboards with Rival IQ

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What’s a social media analytics dashboard, anyway?

“Dashboard” can mean a lot of things depending on who you ask, so let’s get specific.

For the purposes of this social analytics-focused article, a social media dashboard is a visual, real-time snapshot of your most important social media metrics. It pulls data directly from your social platforms and turns it into easy-to-digest charts and graphs, so you can quickly see what’s working, what’s not, and how your performance is trending over time.

To be clear, a social media analysis dashboard is NOT a laundry list of every social metric you can get your hands on. Editing is really importnant (<–editing joke) because too much data can easily overwhelm you or your coworkers and become unhelpful.

At a minimum, your dashboard should make you say “Hells yes!” to the question, “Does this clearly show how my social media strategy is performing and progressing over time?” Bonus points if you can answer the same to the question, “Can my boss understand it too?”

Why social media dashboards matter (and what they’re actually for)

It’s easy for everyone in marketing (including me!) to get caught up in the doing and forget about the “how’s it doing?” That’s where dashboards earn their keep:

• Social media dashboards show impact over time. Dashboards make it easier to demonstrate how your work is benefiting the business. Trends, growth, and conversions are much clearer when you can see everything in context.
• They keep everyone aligned. When different team members pull data from different platforms at different times, things can get messy. A unified dashboard ensures everyone — from social media managers to CMOs — is looking at the same data when making decisions.
• Dashboards save your team time. Rather than spending hours manually pulling social data, a dashboard automates your data collection and reporting.
• They help you spot patterns you’d otherwise miss. When all your data lives in one place, it’s much easier to uncover insights that get lost in siloed platform analytics. When you can better understand which channels and content are reaching, growing, and converting your audiences, you can smartly invest your time, efforts, and budget.
• Dashboards make it easier to justify budget. Accurate info = ability to demonstrate impact = bigger marketing budgets. Keeping an eye on your performance will help you get a bigger piece of the pie.

Ultimately, a well-designed social media analytics dashboard isn’t just a reporting tool but a communication tool. It turns your hard work into something stakeholders can actually see, understand, and invest in.

Types of social media dashboards

One of the biggest advantages of social media dashboards is that there’s no single “right” setup. You can build different dashboards tailored to what you’re trying to understand, who you’re reporting to, and how closely you need to track performance.

Dashboards usually fall into a few common categories. Think of these as starting points. You can go deep on one or combine several views depending on your goals.

1. A performance overview dashboard

For answering: “How are we doing overall?”

This is your high-level snapshot. It pulls together core metrics across one or more platforms so you can quickly assess performance and progress over time.

You’d typically include:

• Reach or impressions to understand visibility
• Engagement to see how audiences are interacting
• Clicks or traffic-driving actions
• Organic vs. paid performance, viewed side by side

This type of dashboard is useful for regular check-ins, monthly reporting, or leadership updates. In other words, when big-picture insights matter more than granularity.

2. A content performance dashboard

For answering: “What’s actually working?”

Once you know how things are performing overall, the next question is usually why. A content-focused dashboard lets you move from the macro to the micro by breaking performance down post by post.

This view might highlight:

• Top- and bottom-performing posts by engagement or clicks
• Performance by content format (video, carousel, static, etc.)
• Trends over time that show which topics or formats consistently resonate

The goal here isn’t just to report the numbers. You want to identify patterns. This kind of dashboard helps you decide what to double down on (and what to stop spending time on).

3. A paid social or campaign dashboard

For answering: “Is this worth the money?”

If you’re putting budget behind social, you’ll want a dashboard built specifically around paid performance. This keeps investment-focused metrics front and center.

Some common metrics:

• CPM, or cost per thousand impressions, is a great way to see how much you’re spending to get eyes on your posts.
• Cost Per Result is a little more variable depending on the action you’re trying to get your customers and fans to take. For instance, if you’re aiming for clicks, you’d want to measure your cost per click (CPC).
• ROAS, or return on ad spend, is calculated by dividing the revenue your ad spend brought in by its cost (revenue/cost). While it’s similar to social media ROI, ROAS stands out for being ad-centric, allowing you to take a closer look at your Instagram Ads campaign and figure out what’s working and what’s not.

Having these metrics in one place makes it much easier to spot underperforming campaigns early and to justify spend when things are working.

4. A competitive benchmarking dashboard

For answering: “How do we stack up?”

Social performance doesn’t exist in a vacuum. A competitive dashboard adds context by showing how your metrics compare to others in your space. After all, anyone can have a million Facebook fans or Instagram followers, but you’re only reaching those fans successfully if you’re doing it better than your competitors.

The basic premise of social media benchmarking is identifying key competitors and leaders in your industry and then keeping an eye on their social metrics over time to check against your own stats.

If you’re Pepsi, you’re probably crawling Coke’s social presences on the regular to see how their page likes and key engagement metrics (likes, shares, comments, etc.) compare to your own performance. The very same goes for smaller or more local competitors.

Depending on your goals, the metrics might include:

• Engagement or follower growth rates across a competitive set
• Channel-by-channel comparisons
• Share of voice or brand mentions trends

A competitive benchmarking dashboard is especially valuable for strategy discussions, quarterly planning, or explaining results to stakeholders who want to know how your brand compares.

Pro tip: It’s pretty safe to say we’re obsessed with benchmarking here at Rival IQ — so much so that we make a big, free report every year tracking Facebook, Instagram, X (formerly Twitter), and TikTok performance across top industries like fashion, media, and auto. To see how your industry is doing at a glance, check out our Social Media Industry Benchmark Report.

And to keep things current and interactive, we also have live benchmarks for top industries, including the most popular hashtags, top-performing posts, posting frequency, and more. Use these for a current snapshot of how you measure up to your competitors.

The most important metrics to focus on

No matter which type of dashboard you build, the same rule applies: every metric should earn its place. Instead of trying to track everything, choose metrics that help you answer questions and make informed choices.

For example:

• A performance dashboard might prioritize engagement, clicks, and conversions over vanity metrics
• A content dashboard might focus on engagement rate and clicks rather than total likes
• A competitive dashboard might emphasize relative growth and engagement instead of raw totals

Ultimately, when your dashboard is aligned with a specific purpose, it becomes much easier to turn data into decisions (and explain those decisions to stakeholders).

How do I build a social media dashboard?

By now, you know what a social media dashboard is and what you might want to track. The next question is: how do you actually build one?

At a high level, the process looks something like this:

Step 1: Define your goals (and the metrics that matter)

Before you touch any tools, get clear on what the dashboard is supposed to answer. Is it meant to show overall performance, content effectiveness, or competitive position?

Your goals will determine:

• Which platforms to include
• Which metrics matter
• How detailed the dashboard should be

Don’t shy away from creating multiple dashboards. After all, a dashboard built for a CMO will likely look very different from one built for a social media manager optimizing posts week to week.

Step 2: Bring your social data together

This is often the hardest part. Each social platform has its own interface and metrics — and pulling data manually from multiple sources can be time-consuming and error-prone. Connecting directly to platform APIs is the best approach, but this requires technical expertise and ongoing maintenance.

If you don’t want to deal with that complexity, many teams use a platform that’s already connected to social network data and keeps it up to date automatically. (Psst, this is where analytics platforms like Rival IQ come in).

Step 3: Pick your visualization tool

Once you’ve got your sources, you need a way to visualize the data.

Broadly, teams tend to choose between business intelligence tools or dedicated social media platforms. Business intelligence tools, like Tableau, offer deep flexibility but can come with steep learning curves and setup time. Meanwhile, social media management and analytics tools are easier to use, though some tools limit what you can customize or compare.

The key thing to look for is flexibility: the ability to build dashboards around your goals, not just pre-set reports.

Step 4: Design your dashboard

A strong dashboard should be understandable at a quick glance. That means:

• Grouping related metrics together
• Choosing chart types that make trends easy to spot
• Writing clear titles so the data doesn’t need explanation

Titles, labels, and date ranges matter more than most people realize. If someone can’t quickly understand what they’re looking at, the dashboard won’t get used.

Step 5: Automate, share, and iterate

The best dashboards update automatically and are easy to share with stakeholders. Once it’s live:

• Set regular refreshes so data stays current
• Establish how and when dashboards are shared
• Revisit and refine metrics as goals change

Don’t be afraid to tweak as needed. Dashboards are there to make your life easier, so they should evolve as your strategy does.

Custom social media dashboards in Rival IQ

With Rival IQ, you get one centralized platform that pulls in all of your social media data, so you can access on-demand analytics without jumping between tools or spreadsheets.

Our dashboards are a flexible collection of charts, tables, and visualizations designed to help you tell a specific data story. You can create multiple custom dashboards for different audiences or goals, and access them anytime from the Custom Dashboards section in our platform.

We put the power in your hands. You can:

• Start from pre-built templates for cross-channel or channel-specific competitive data
• Duplicate an existing dashboard and tweak it
• Build one entirely from scratch

From there, you choose how your data is displayed. Put any metric you want from any and every channel into your dashboard for the ultimate bespoke analytics display. We support a wide range of chart types, including time series charts for trend tracking, bar and stacked bar charts for comparisons, and more advanced visualizations that compare multiple metrics at once.

You also have control over how metrics are calculated and displayed, including current values, previous-period comparisons, and relative or absolute change. With hundreds of customizable metrics, this is the best way to report on that one weird Facebook reaction your CEO really cares about or dialing up your cross-channel reporting to 11.

Quick example: A custom dashboard for a complete landscape review

We’re talking about visualizing data — so it only makes sense to show you what that actually looks like. Let’s walk through an example custom dashboard built in Rival IQ for a full competitive landscape review.

In this dashboard, Costco is the focus company and part of a competitive landscape that includes brands like Sam’s Club, H-E-B, Target, Walmart, and more. The goal here was to get a fast, clear read on how Costco is performing across social and how it stacks up against the competition.

Right at the top, the dashboard kicks things off with a cross-channel performance snapshot for Costco. You’ll see key metrics like total audience size, number of posts in the selected time period, total engagement, and engagement rate by follower. Each stat includes a percentage change from the previous period, so it’s easy to spot wins, dips, and trends without pulling multiple reports.

From there, the dashboard zooms out to show cross-channel competitive metrics across the entire landscape. Audience size, posting volume, total engagement, and engagement rate by follower are all laid out in clean, visual charts. Total numbers and percent changes sit right next to each metric, making it simple to see which brands are leading — and how the Costco (in bold as the focus company) compares at a glance.

The dashboard also includes a snapshot of top-performing posts across the landscape. This is where you can quickly see the kind of content that audiences love. Each post preview can also be clicked and expanded for deeper metrics, so it’s easy to go from big-picture insights to specific content examples in seconds.

Because this is a complete landscape review, the custom dashboard then breaks things down by individual channels — Facebook, Instagram, Twitter, and TikTok. These sections are perfect for zeroing in on performance on a specific platform and uncovering channel-level insights you might miss in a purely cross-channel view.

The best part? None of this is locked in.  can add new charts, remove ones you don’t need, and reorder everything to match how you want to tell the story. Whether you’re building a quick executive overview or a deep-dive for your social team, custom dashboards in Rival IQ make it easy to create a view that actually works for you.

How often should I generate reports from my dashboard?

The answer to this question, of course, depends on the nature of your job. If you’re a one-person shop, your reporting needs will no doubt look very different than those of a 25-person marketing team with a dedicated analytics lead. Our high-level recommendation? Report as often as you have the chance to share your findings and inform future strategy decisions.

If you’re still working on establishing a reporting rhythm, here’s our breakdown:

Yearly and quarterly: Big picture

These reports are all about the big picture. Here are some questions you want to be asking:

• What’s happening on your channels over time, and how are your strategies doing against your yearly or quarterly goals? (You did set goals, right?)
• Did a change in strategy, like investing heavily in Instagram, correspond to a spike in engagement?
• Are you seeing a bunch of growth or engagement on one channel in particular? If yes, you might want to pivot some of your social energy there in the quarter or year ahead.
• Has your social strategy been reflective of new features and updates, such as Instagram’s latest foray into TV?
• Does your engagement change each year with the seasons or current events (like school getting out or the holidays, for example)?
• Are there channels you aren’t very active on where you should focus some energy in the quarter ahead?
• What are your competitors up to, and how can you emulate their success?

This level of reporting is all about the 30,000-foot view, and much like a long flight, it’s good to put some time and brain power into these periodic reports.

Monthly: Diving deeper

Monthly reports bridge the gap between the granularity of weekly reports and the strategic review of quarterly or yearly reports. It’s great to keep an eye on the content, channels, and post types that are doing well. Don’t forget to compare completed campaigns against each other and against the goals you set for them.

Monthly reports can also be good for a quick check-in on your social media health: Did you lose a bunch of followers this month? Might be good to dig in deeper if the answer is “yes.”

Weekly and bi-weekly: Going granular

Weekly reports are great for tracking short time periods and content bursts. Check out how this week’s posts fared against last week’s, or look at the performance of your newest campaign. This is all about the 30-inch view, and unless your whole job is social analytics, we bet you’re not spending more than 30 minutes collecting this information.

Remember: Don’t just sit on these analytics! Use them to show your boss and team that your strategy is working, and to refine your strategy and content so it resonates strongly with your social media audience.

How to locate your social media analytics natively

The good news: Since these channels want to keep you on their platform, they make it pretty easy for you to access your stats and see how your posts are performing.

Facebook

Facebook houses its analytics in two different places: Facebook Insights and Meta Business Suite. While Facebook Insights focuses exclusively on your Facebook Page’s performance, Meta Business Suite is the “umbrella” platform for managing both Facebook and Instagram.

Both sources report much of the same data, so you can take a look at your analytics in either. You’ll be able to toggle the date range and dive deeper into all sorts of metrics in order to better understand how your posts are faring.

However, if you want to export your Page’s insights data, Meta Business Suite will be the one to go to. Simply head over to the Results tab and press the export option in the top right corner of each metric. This will be how you get your data out of Facebook and into your computational software of choice (like Excel or Google Sheets) so that you can build your dashboard.

For the full rundown of accessing and measuring your Facebook performance, check out our ultimate Facebook analytics guide.

X (formerly Twitter)

Accessing Twitter analytics has gotten a bit more complicated since the platform became X. While all accounts used to have access to their performance data, as of writing, only X Premium subscribers have access to account analytics. Verified Organizations — accounts with the gold checkmarks — can also see their analytics.

Another option that X promotes is to convert your personal account into a Professional Account, which comes with helpful features for promoting your business, including a performance dashboard called Professional Home. Unfortunately, the roll-out of that has been a bit slow so not everyone has access.

The good news? Once you’ve gotten past the gates, so to speak, and secured access to your analytics, the data is available for export in .CSV format.

Instagram

Instagram really wants you to use it on your mobile device, and requires you to be a business account (instead of an individual account, though verified accounts are an exception) to see any meaningful stats.

Fortunately, once you meet that criteria, you can access a fair amount of information about your activity, content, and audience by tapping the Professional dashboard bar under your profile description or navigating to Settings and activity (the hamburger menu in the top right corner of your profile) and then Insights . Thankfully, Instagram’s Graph API allows third-party tools (like ours) to display your stats in the desktop app or web browser of your choice.

TikTok

Like most other social platforms, TikTok requires you to have a business account in order to see your analytics. Luckily, all you need to do is toggle “on” the Business account option in your settings to get access. Once that’s done, simply navigate to your Business Suite and then click the Analytics tab. It should look a little something like this:

As you can see, you can easily export your insights with a click of the Download data button in the top right corner — a handy feature you’ll need to build your dashboard.

Want more details on how to approach TikTok’s analytics? We go more in-depth in our handy TikTok analytics reporting guide.

Aggregated social media analytics

Okay, we’re biased: We like seeing all our social analytics in one spot. Social media analysis software can make a marketer’s life easier so she doesn’t have to go channel by channel to access her stats. Here’s what we want in a social media analytics app:

• The ability to analyze your stats across multiple channels
• Meaningful insights to help you go beyond the numbers
• Even more stat breakdowns than you can get on native analytics (like follower adds and removes in Instagram, for example)
• Scheduled reports so your favorite social stats are delivered in-app or to your inbox when you need them
• To really take this article to a meta level, custom dashboards are a handy feature too

Use case: How do we report on social media analytics at Rival IQ?

Curious how we walk the talk? This group of self-professed data nerds loves reporting on our social media progress. Here are a few ways the company keeps an eye on social success:

Monthly full-team metrics meetings

Our marketing team reports on our social footprint in the prior month to the whole team. (For a full write-up on metrics at Rival IQ and how it relates to pizza, read on here.) We take a close look at our engagement rate by channel month over month and also strive to identify any content, content types, or paid campaigns that we should emulate next time around.

For example, we’ve noticed that our audience seems to love data as much as we do, with our most popular posts often featuring our reports on engagement, so we’re excited to add even more of that into our editorial calendar.

Emailed reports

Let the robots do some of the work for you by having them crawl your social progress and your competition instead of having to do it manually. Automated social media reports from within our app are customizable, so if we want to track a particular campaign or arch nemesis, we can choose how often to get alerts in our inboxes.

Quick reference guide: social media analytics glossary of terms

Things might get a bit technical, so we’re stashing definitions of some commonly used social media analysis terms here so we’re all on the same page.

Engagement: Measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions

Engagement rate: Engagement interactions divided by total follower count

Find out what is a good engagement rate on social media.

Learn more

Channel: The app you’re using to share your content or connect with your audience (Example: Facebook, Twitter, Instagram, TikTok, Pinterest, Google+, etc.)

Followers: Anyone who’s chosen to like, follow, or otherwise actively opted into your content and activity on a social channel

Audience: Anyone you’re hoping to connect with on social (Note: This isn’t limited to just your followers — thanks to the power of likes, shares, ads, and mysterious algorithms, your content can reach people who don’t follow you directly.)

Post type: The media, often limited by the channel, you can share to engage your followers (For instance, on Facebook, you can share photos, videos, status updates, links, live streams, and more.)

Reach: The total number of people who see your content

Impressions: The number of times your content is displayed

Reporting on this report: How’d we do?

Whether you’re monitoring high-level growth, benchmarking against competitors, or just trying to make reporting less painful, dashboards give structure to your data and focus to your analysis.

We hope this guide has gotten you excited about building your very own social media dashboard. We’re firm believers in the idea that you can’t argue with cold, hard data, especially when it’s beautifully presented in a way that anyone can understand.

After all, at the core of effective social strategy is being able to use data to make informed decisions. With the right tools and approach, you can transform raw data into actionable insights that drive your success on social.

This post was originally posted on September, 2024, and has since been updated.

The post How To Build A Social Media Reporting Dashboard: A Step-By-Step Guide appeared first on Rival IQ.

Social media audits are an effective way to assess your strategy, see how your content is performing compared to similar brands, and identify new opportunities and improvements. To get the most out of your audit, it’s helpful to use a template as your framework so you don’t miss an important metric or assessment. So, whether you’re preparing for a new campaign or simply looking to sharpen your strategy, grab our free social media audit template and quickly see how you stack up.   

TL;DR: Your quick guide to running a social media audit

A social media audit helps you understand what’s working, what’s not, and where to improve across your social channels. Using a template keeps the process consistent and makes it easier to benchmark against competitors, analyze posting activity, identify top and bottom content, and build a clear action plan.

In this guide, we walk through each step using Costco as an example, and show how Quid’s Insight Briefs can help you go deeper by analyzing social and media conversations together.

Let’s dig into why a template is helpful and then we’ll walk through how to use our social media audit template so you’re prepared to start auditing your own social channels. 

TABLE OF CONTENTS

• Why use a social media audit template
• How to use our social media audit template
• Common audit mistakes to avoid
• More resources for your social media audit
• Go beyond a social media audit
• Back to Top

Ready to conduct your own social media audit?

Download our free template

Why you should use a social media audit template

Whether you’re taking over social media duties in your new role, your company has shifted its business goals, or you simply want to take stock of how your brand performed on social media, a social media audit will help you reassess your strategy and get you back on track. 

A social media audit is a way to analyze your content, engagement, activity, and audience metrics to assess your performance, compare with the competition, and identify opportunities to improve. Even though the word “audit” may sound intimidating or scary, it’s a valuable process for social media marketers that can be done in just a few steps — especially if you use a template. 

A social media audit template makes the audit process smoother by providing the framework for what you should be analyzing. Not to mention, using a template helps keep your audits consistent across reporting periods, whether you audit on a quarterly or yearly basis.

How to use our social media audit template

If you haven’t already, download the free slide deck, which includes everything you’ll need to get started. We included social media auditing template slides and a sample report we filled out that’ll help you see what goes where. Then, log into your Rival IQ account (or sign up for a free trial) to conduct your own audit by following these steps.

To help you get started, let’s walk through the template slides and our example audit of Costco, so you can see a social media audit in action.

Step 1: Build a competitive landscape

Before you start your audit, have a list of competitors to refer to for benchmarking and gathering inspiration when auditing your brand. As a social media marketer, you’re always keeping tabs on your brand’s competitors so this shouldn’t be anything new for you. But to conduct an accurate audit, it’s helpful to have all of your competitors’ social analytics in one place so you can easily access and compare. To create this, use a social media analytics tool like Rival IQ to build a competitive landscape.

Watch and learn: Check out this quick video and discover how to create a competitive landscape in Rival IQ.

Once you have your landscape built, it’s time to start filling out the template. The first slide is where you’ll add your logo, brand name, reporting period, and anything else you’d like to have an overview of. For instance, there’s an open space on the left side of the slide where you can add images of your posts as a preview of what you’ll be reviewing in the report.

If you want to showcase some of your best posts here, head to your dashboard in Rival IQ and select the channel you want to feature. Then, go to “Social Posts” and check out the “Top Landscape Posts” to screenshot your posts. For this example, we are auditing Costco’s performance from January through October 2025. Feel free to customize the reporting period to look at the monthly, quarterly, or yearly performance depending on your auditing cadence.

Here’s an example of how the first slide could look:

On the second slide you can include the logos of all the brands included in the audit. For reference, here’s the competitive landscape for Costco which was built in Rival IQ:

Step 2: Summarize your profiles

The next slide is a profile overview. Here is where you’ll add your current bio for each of your channels. Make note of any hashtags, emojis, links, or CTAs you use in each of your social bios.

You should also check out what your competitors’ bios say. Doing this can help you identify any key differences or give you some ideas for what you can add to craft an effective bio. While you can certainly check out every competitor’s bio manually, doing so for every channel can take a while. Save time by heading to your Rival IQ landscape and adding a Social Bios Summary template to your custom dashboard. This way you can see all of your competitor’s bio information in one place and even get alerted when anything changes.

Here’s an overview of what this slide looks like for Costco. As you can see on the right side of the slide, there are notes that sum up some quick thoughts on the general qualities of the brand’s social bios. For Costco, we noticed that many competitors use bios to highlight value propositions or personality, while Costco’s profiles rely heavily on the same “official account” language across all channels.

Step 3: Review your cross-channel performance

Next, summarize your cross-channel engagement and audience metrics. For this section, you’ll need to compare your current reporting period to the previous period. For example, if you’re conducting a quarterly audit, then the previous reporting period would be the last quarter.

Once you have your reporting periods set, you’ll add a couple of sentences about your audience and how it changed compared to the previous period. Did you see a spike in followers? Has your growth rate been steady or stagnant? Make note of any changes across each channel.

You’ll also do the same for your cross-channel engagement. What were your engagement rates on each channel? How do they compare to industry rates?

Find out what is a good engagement rate on social media.

Learn more

Here’s how the cross-channel slide looks in practice:

The charts and audience and engagement summaries were pulled from Costco’s dashboard in Rival IQ. The data was auto-populated based on the reporting period. The landscape generated visual standings which makes it easier to understand and digest in a report format. Including a cross-channel overview in your audit helps to quickly understand how your brand is performing and where it’s seeing the most success. For Costco, we saw strong overall audience growth, especially on TikTok, and continued high engagement on Instagram, though posting volume dipped slightly from the previous period.

Step 4: Dive into channel-specific metrics

Now it’s time to audit your performance for each channel. Copy the metrics overview slide and create one for each of the social channels you’re active on. This slide is where you’ll make note of key metrics for that channel for the reporting period.

The metrics we like to audit are the number of followers, number of posts, engagement total, and engagement rate. Enter all of this data onto the slide and write a few sentences that sum up any significant changes during this reporting period.

Again, let’s take a look at how this slide looks in practice using Costco’s analytics. This slide is the metrics overview for Instagram. It provides a visual representation of changes in followers, posting frequency, and engagement. There are also some notes on the right side of the slide that sum up the reasons for the changes during the reporting period.

Step 5: Compare your performance to the competition

Another key to a successful audit is to compare your metrics to your competitors. Doing this helps you get a more accurate picture of how you’re performing in relation to similar brands in your industry.

Using your competitive landscape in Rival IQ, you can see where you rank among the competition on each channel.

Here’s how this slide looks for Costco. The brand’s Instagram rankings are showcased in bar graph form to better demonstrate how it’s performing in terms of the number of posts and engagement rate when compared to the competition. The audit notes also do a great job of putting more context behind the graphs.

Try it: To perform an in-depth competitive analysis analysis, we use the Cross-channel Landscape Comparison report in Rival IQ.

Step 6: Evaluate your posting activity

Once you have an overall sense of your social performance compared to the competition, the next step involves going one level deeper into your posting frequency and the post types that are generating the most engagement for the channel. Within Rival IQ’s Social Posts panel scroll down to the the Activity & Engagements section to visualize the average posts and engagement rate trends matching your selected filter set and time period. Take a screenshot of this chart to complete the left side of the slide below.

Scroll a little further down within the Social Posts page to get to the Post Types widget. This section shows you your brand’s posting activity broken down by post type and which types of posts get the most engagement in your landscape.​

In our social media audit of Costco, the slide below indicates that Costco’s posting activity on Instagram was lower than the competition. Interestingly Costco is above average for Instagram Engagement Rate by Follower, ranking 3rd of 13 companies.

In the post-type breakdown section, we observe that Reels dominate Costco’s Instagram post type, making up 48% of their posts. Photos generated the highest engagement in the landscape, even though it was the least common post type.

Step 7: Review what worked and what didn’t work

Now that you have an overview of how your brand is performing on each channel, it’s time to review specific posts. To see your top posts for the channel you’re auditing, go to “Social Posts” and check out the “Top Landscape Posts.”

Audit your top and bottom posts to identify any patterns that could’ve been attributed to the performance. What made your top posts stand out? Were they part of a specific campaign? Did they all follow a similar format? Make note of what worked well and why (and don’t forget to include performance metrics like the engagement rate or total) so you can create similar content going forward.

Conduct the same analysis for the posts that performed the worst on that channel. Sometimes we think a post will perform well and it ends up falling flat. See if there’s a reason why. Maybe your lowest-performing posts were photos but your audience gravitates towards video content. Or perhaps you didn’t include a hashtag and, as a result, your post didn’t reach as many people. Identify any patterns and make note of them for your audit.

Here’s how the top vs. bottom posts slide looks in practice. As you can see below, Costco’s top posts focused on simple visuals and everyday Costco experiences that feel warm, relatable, and rooted in real member moments.

If you’ve kept up with our industry benchmark reports, this comes as no surprise — brands continue to find success with genuine, authentic content due to the relatability and community impact that they generate. We can also see that Costco’s lowest-performing posts were focused on more promotional content like travel ads, partner content, or niche product spotlights.

Once you’ve audited your brand’s top and bottom posts, you should also recreate this slide for a few of your competitors. Competitive benchmarking helps you better evaluate your own performance by seeing what your competitors are doing differently and how you can improve.

In the example below, one of Costco’s main competitors in the wholesale grocery business, Sam’s Club, also saw success when it involved joyful, everyday snapshots with a healthy dose of seasonal posts. The brand’s worst posts lean more promotional or structured.

Repeat the same for a few competitors to understand where your brand stands out or falls behind. For example, Aldi excels at playful, humorous posts that include playful food closeups to cereal glow-ups and clever shopping tips — which could inspire new directions for Costco to test.

You’ll repeat steps four through seven for each channel you want to audit. This will be the main portion of your audit before you wrap it up with an action plan in step eight.

Step 8: Create an action plan

After you’ve completed steps four through seven for every channel you want to audit, the last step in conducting a social media audit is to create a to-do list based on your findings. You learned a lot about what’s working well, which channels perform better than others, and how you differentiate from the competition. Make note of the major takeaways and how you want to apply them to your strategy during the next reporting period.

We recommend identifying up to four initiatives you want to try next.

Here’s Costco’s to-do list based on the learnings from its social media audit:

Each action item includes a couple of sentences that explain what went well and how the brand wants to implement the takeaway in future content. This to-do list perfectly sums up what the takeaways are and helps everyone on the social team get on the same page about what the social priorities are for the next reporting period.

Want to conduct your own social media audit?

Download our free template

Common Audit Mistakes to Avoid

Even with a solid framework, it’s easy to miss crucial steps in a social media audit. Let’s look at a few common pitfalls and how to steer clear of them:

Focusing only on vanity metrics: Sure, follower counts and total views are nice to have, but they don’t tell the full story. To get a clearer picture of your social media performance, focus on engagement metrics like total engagement and engagement rate, as well as likes, comments, shares, and saves.

Skipping competitor analysis: If you only look inward, you’re missing half the picture. Keeping an eye on how competitors are performing helps you spot trends and opportunities you might have overlooked.

Ignoring audience sentiment: It’s easy to get caught up in the numbers, but don’t forget to check in on what your audience is saying. Comments, reviews, and feedback can offer invaluable insights into what’s working and what needs improvement.

Treating all platforms the same: Each platform has its own quirks and audience behavior. What works on Instagram may fall flat on TikTok or LinkedIn. Tailoring your approach to fit each platform is key to maximizing results.

By avoiding these common mistakes, you’ll ensure that your social media audit is both thorough and actionable, helping you refine your strategy and achieve better results.

More resources for your social media audit

You’ve successfully completed the social media audit template, but the fun doesn’t stop there! Take your social media audit a step further by tapping into more resources. Here are a few tools and resources that can help inform your social strategy year-round, and can be especially helpful for conducting your next audit or putting together a social media report.

Industry benchmark reports

Our annual Social Media Industry Benchmark Report is a comprehensive guide on industry performance and trends across Facebook, Instagram, Twitter, and TikTok. The report breaks down engagement rates, posting frequency, and other key metrics by industry, from Food & Beverage to Health & Beauty to Higher Education, so you can benchmark your brand’s social performance to similar brands and see where you stand.

Live benchmarks

Looking for real-time insights? Explore our live benchmarks. The live benchmarks sum up industry metrics from the past 30 days including top-performing posts, trending hashtags, and notable activity.

The data is broken down into specific subsets within industries — for instance, under the Beverage category, you can see data for craft beer brands or coffee brands — so you can see which brands in your niche are standing out on social.

Social media audit course

If you want to dive deeper into the ins and outs of auditing, we have a course for that. Our Social Media Competitive Audit Course, led by marketing expert Lauren Teague, is a self-paced video course that walks you through detailed steps of building a competitive social strategy. Each lesson is packed with actionable takeaways that you can use to analyze your brand’s social channels and effectively compare your performance to the competition. And did we mention it’s free?

Free head-to-head analysis

Remember step five from our social media audit? (If you need a refresher, it’s “compare your performance to the competition.”) A quick and easy way to gather the information you need for this step is with a head-to-head report.

A head-to-head report is useful when you want to analyze key metrics such as engagement rates, top posts, and follows so you can quickly see what differentiates you from your top competitor at a glance.

Here are the head-to-head report tools for each channel, for easy access:

• Instagram Head-to-Head Analysis
• Facebook Head-to-Head Analysis
• Twitter Head-to-Head Analysis
• TikTok Head-to-Head Analysis

Social media analytics tools

Using a social media analytics tool to track and measure your performance year round is essential when it comes time to conduct a social media audit. Having all of your key metrics and content activity in a central location helps you find the information you need when you’re putting together a report or conducting an audit, and that’s where Rival IQ comes in. Create landscapes, spot industry trends, and gather detailed insights on engagement across all channels — all in one place.

Start auditing your social media with Rival IQ.

Get my free trial

Interested in going beyond a social media audit?

Once you’ve completed your audit, you can take your analysis a step further with Quid’s new Insight Briefs. These powerful, data-rich briefs turn your social and media data into clear, presentation-ready narratives that help you understand the bigger story behind your brand’s performance in minutes, not hours.

A social media audit is great for channel metrics and competitive benchmarking, but Insight Briefs help you dig into the “why.” They look across social, news, blogs, forums, reviews, and other open web sources to uncover the themes, trends, and audience signals that sit underneath the numbers. This added context helps you move from “what happened” to “what it means” so you can make smarter decisions faster.

Insight Briefs are also easy to share with your team or leadership, which makes them a natural companion to your audit.

To show how much more depth you can get, we created a Costco Insight Brief that highlights which trends are helping the brand shine and which ones may be creating risk behind the scenes.

What's working for Costco and what's not.

Dig deeper with Quid

Wrapping it up

Social media audits are a key element of a successful, well-informed social strategy. By using a template for your audit, you save yourself time and resources instead of trying to create these reports from scratch every time you want to conduct an audit. Audit your way to social media success by using a template to get started.

This blog was originally posted on Jan 13, 2025, and has since been updated.

The post How to Conduct a Social Media Audit in 8 Easy Steps: Template Included appeared first on Rival IQ.

While it may be cool to create a viral video that ends up on everyone’s FYP, generating consistently high engagement rates for your brand is the ultimate goal. With the right TikTok engagement strategies, you can reach the right audience, amplify reach, and increase brand awareness.

Below, we’ll cover what counts as a good engagement rate on TikTok, how to calculate your TikTok engagement rate, and effective ways to increase your brand’s engagement on the platform.

What is a Good Engagement Rate on TikTok?

The median engagement rate by follower is 1.73%, according to our 2025 Social Media Benchmark Report. This rate is nearly five times more engaging than the next most engaging channel, Instagram.

And since TikTok is a video channel, it’s also worth noting what the median engagement rate by view is. Counting the number of times a viewer liked, commented, or shared and dividing it by the overall number of views measures just how compelling your content was. On TikTok, the median engagement rate by view is 3.4%.

When it comes to posting frequency, the average brand publishes about 1.97 videos per week or about eight per month. The most active brands, those in the top 25%, published videos at least four times per week on average.

How to Calculate Engagement Rate on TikTok

At Rival IQ, we define engagement as measurable interaction on organic and paid social media posts. On TikTok, this includes likes, comments, and shares.

TikTok engagement rate is calculated based on all of these interactions divided by total follower count. Here’s the formula to calculate your brand’s TikTok engagement rate:

TikTok engagement rate = [engagement total] / [total number of followers]

There are a few different ways to calculate engagement rate, but we find that dividing by the number of followers paints a more accurate picture of how your brand’s engagement rate compares to similar brands in your industry — regardless of audience size.

Top 5 Industries on TikTok

While brands of all industries and sizes are finding success on TikTok, there are a few industries that are doing especially well on the platform.

The top five industries on TikTok, as ranked by engagement rate by follower, are:

• Higher Ed (7.36%)
• Nonprofits (3.04%)
• Travel (2.73%)
• Sports Teams (2.68%)
• Food and Beverage (2.04%)

Schools and nonprofits stand out as the two industries with the highest engagement rates on TikTok. To put it into perspective, Higher Ed’s median engagement rate of 7.36% is more than 4x the all-industry median, while nonprofits’ 3.04% engagement rate is nearly double.

So what are these industries doing to generate impressive engagement rates like these? Let’s take a look at a couple of ways these top-performing industries are tapping into TikTok’s influential reach.

Top Industry on TikTok: Higher Ed

Schools and universities dominate across social channels year after year, and their performance on TikTok is no different.

As we mentioned, the median engagement rate by follower for schools is 7.36%, nearly four times the average engagement rate across industries. Even more impressive is that the top-performing schools (those in the top 25%) earn more than double that rate at a little over 19%. When it comes to posting frequency, schools and universities post 1.59 times per week on average. This comes out to around six to seven posts per month (which is about a third of how often they post on Instagram).

All that to say, Higher Ed has found a sweet spot for themselves on TikTok that many brands would hope to emulate — fewer posts with major impact. So, what exactly are schools doing differently to earn such impressive engagement rates on TikTok?

For starters, school pride is unmatched. Schools often tap into that school spirit by sharing things that current and past students alike can relate to. While on Instagram this often means sharing celebratory carousel posts, on TikTok, this spirit shows up in the form of informal, short videos — moments from a game, glimpses of a school tradition, or even user-generated content that shares an insider’s perspective.

This TikTok by the University of Tennessee, Knoxville is a great example. Their TikTok showing a beloved mascot reveal — when a graduating student finally gets to share that they were the mascot all along — hit a jaw-dropping 90.7% engagement rate by follower. That’s more than 12x the median rate for higher ed.

The University of South Carolina, Columbia, posted a similar mascot reveal and also saw incredible results: a 74% engagement rate by follower, or about 10x the higher ed median. Both schools tapped into the same trend, using #mascotreveal to boost visibility and connect with audiences who already love this type of content.

These examples highlight how powerful it can be to lean into authentic, shareable traditions that spark pride and support. They also show the value of tracking hashtags your industry peers are using. By keeping an eye on popular hashtags, your brand can spot rising trends early and join the conversation in ways that feel timely and relevant.

Top Industry on TikTok: Nonprofits

Nonprofits thrive by tapping into passion and purpose — whether it’s showcasing the impact of their work, spotlighting their community, or giving fans and supporters a special look at something they can’t get anywhere else.

The video below from Boston Ballet highlights a breathtaking moment from Swan Lake, showing a dancer completing the iconic 32 fouetté turns. Paired with a short, expressive caption and a handful of strategic hashtags, the video drew nearly 90K engagements and an astounding 682% engagement rate by follower. That’s 224x greater than the median engagement rate for nonprofits (3.04%).

Nonprofits make an impact in the world — and that extends online. By sharing moments that are visually striking, inspiring, or mission-driven, nonprofits turn casual scrollers into engaged supporters. Whether it’s a powerful performance, a heartwarming story, or a behind-the-scenes glimpse, short-form video offers the perfect format to inspire, educate, and garner support.

8 Ways to Increase TikTok Engagement

Whether you’re just getting started on TikTok or want to shake up your approach, here are eight ways to navigate the algorithm and increase TikTok engagement in 2025.

1. Mention other brands

When you mention another brand, especially if that brand is a big TikTok account with a lot of reach, the tagged account may engage with it, share it, and ultimately help get your video and brand in front of its audience.

The median brand on TikTok includes a mention in about 11.2% of its videos. However, it seems that using mentions in moderation is the most strategic approach. We found that brands that include mentions in 10% of their videos or fewer receive the highest engagement rates by view, with effectiveness dropping off when that percentage goes over 30%.

Now, that’s not to say that you should abandon mentions altogether. In fact, brands that included no mentions at all had notably less engagement than those that used mentions in moderation (or less than 30% of their TikToks). So, let’s take a quick look at exactly how mentions can impact your performance on TikTok.

When Coach mentioned The Summer I Turned Pretty, Amazon, Lola Tung, and Prime Video in the video below, it saw great results. The video received over 2M views and generated a 27.1% engagement rate by follower, which is more than 21x higher than the average for retail brands on TikTok (1.28%).

Note how the mentions were relevant and appropriate, with the brand simply tagging the appropriate accounts when discussing its collaboration rather than mentioning accounts just for the sake of it. The result was a TikTok that appealed to diverse audiences, from fans of the Prime Video show to Amazon shoppers.

All in all, mentions matter. If you’re ever talking about another brand or product, be sure to mention them if they’re on TikTok. It’s also wise to tap into social media listening so you can get involved in relevant conversations in your industry and mention other brands when it makes sense.

While it’s not a good idea to mention accounts simply for the sake of reach and exposure (you don’t want to risk coming across as spammy), keep mentions in mind for about 10% of the videos you post, and you’ll be primed to generate more views and engagement.

2. Engage in the comment section

You’ve invested time and effort into creating content, so get the most out of it by staying engaged with your followers and other users. Being active in the comment section is a simple yet effective way to generate higher engagement rates on TikTok. This includes the comment section under your own videos as well as other users’ videos.

Replying to your followers’ comments and questions, commenting on other users’ videos, and mentioning brands in your comments all help amplify your account’s reach by getting it in front of a larger audience.

The interaction in the comments section of this video by Fenty Beauty, one of the top beauty brands on TikTok, is a great example of how to engage thoughtfully. Fenty Beauty consistently interacts with its followers in the comments of its TikToks. For instance, when a user commented on the satisfying appearance of the brand’s new primers, Fenty Beauty took the opportunity to shed a little more light on what made the new release special.

Actively monitoring your comments section ensures you never miss an opportunity to share more details with your followers, loop in other brand accounts, and effectively increase engagement.

3. Leverage hashtags

Want to increase your chance of landing on someone’s FYP? Use hashtags. Niche hashtags and hashtag challenges are a great opportunity to join in on a relevant trend or conversation.

Like other social channels, TikTok uses hashtags to curate content and help users discover videos they could be interested in. Hashtags can also help boost your brand’s searchability on TikTok, which is especially important when you consider how many people use TikTok as a search engine, especially among younger generations.

When using hashtags on TikTok, less is more. According to our report, the median number of hashtags used by brands across all industries is four per video, with 16% of the brands we analyzed including one or fewer hashtags in their videos. The takeaway here is to be intentional when choosing which hashtags to include. Focus on using just a few that have the most potential to increase your video’s number of views and engagement.

For instance, if we take a look at Rival IQ’s hashtag analysis for top-performing airlines, we can see which hashtags were most used, how many airlines on TikTok were using them, and what the engagement rate is for each one.

If you were a marketer for an airline, you could use this to determine which hashtags are worth using in your videos to increase your engagement. You could also use this as an opportunity to tap into a lesser-used hashtag that still performs well in order to stand out above your competitors.

4. Reply with videos

In the same vein as mentions, replies are one of the best ways to increase your engagement by amplifying your video’s reach. By re-engaging a follower who previously commented, you’re creating an opportunity to grab their attention and get back on their radar again.

Creating content as a reply is also a great way to give followers the content they want to see and let them know you’re taking their comments, questions, and feedback into consideration, making them active participants.

Use video replies to answer FAQs or fulfill audience demands like Laneige frequently does. The beauty brand makes it a point to give the audience exactly what they want, like the comeback of a popular product that fans have been asking for in the comments.

Garnering 689K views and earning 25.4K engagements, the TikTok below scored an engagement rate by follower of 2.58%, or more than 3x the median for health and beauty brands on Instagram (0.85%). Talk about a successful way to announce and promote the return of a product!

5. Find the posting frequency that works for you

As we mentioned earlier, the median posting frequency across all brands on TikTok is about 1.97 videos per week or about eight per month. While posting frequency on TikTok is growing over time, brands are still posting less here than on other channels.

This could be because creating video content requires more planning and resources than creating carousels or graphics on Instagram. Or it could be because brands are still figuring out the right cadence. Either way, it’s important to experiment with what works for your brand.

Take a look at your industry posting rates and, more specifically, your competitors to figure out how often you should be posting. Start by experimenting with one post per week, then increase or decrease your posting frequency depending on the engagement rates you generate.

6. Use a hook (and get straight to the point)

Short-form video is still TikTok’s bread and butter, but longer content is gaining traction. In fact, one study found that videos between three and ten minutes earned the most views, with clips longer than three minutes generating more than double the views of super-short videos (six to ten seconds).

Still, just because longer videos are performing well doesn’t mean you can take your time getting to the point. No matter how long the video is, the first few seconds still matter the most. According to the research by TikTok, over 63% of all videos with the highest click-through rate highlight their key message or product within the first three seconds. If it’s not immediately clear what your video is about, or there’s nothing visually appealing about it, then users will quickly scroll past it.

A common way to introduce the topic of a video is to use text overlay in the first frame. This can also be used as your cover photo, which helps your video stand out in the thumbnails on your page. After your hook, either a) deliver value quickly or b) promise a reveal. Let’s look at a video from Southern Connecticut State University for an example of this in action.

In the video below, the first frame uses text to introduce the focus of the TikTok: first day of college fits at SCSU. Immediately, the video starts spotlighting friendly faces across campus and their first day outfits. In other words, the TikTok uses a hook that’s instantly attention-grabbing and then delivers on that promise.

With a 25.6% engagement rate by follower, the video saw triple the median engagement for Higher Ed brands on TikTok, while the comments were filled with fellow students pointing out people they recognized.

7. Tap into audio

Trending audio was the main feature that propelled TikTok into popularity, so it’s no surprise that it continues to be a major engagement tool on the platform.

Not only does using trending TikTok sounds help increase your video’s discoverability, but it also makes it more memorable. 68% of TikTok users say they remember a brand better when they use a popular song in one of their videos.

Of course, this goes beyond songs to include any kind of trending audio. For instance, JetBlue joined in on a viral meme that’s centered around an edited audio of the song “So Mi Like It” by Jamaican dancehall artist Spice. The sound is paired with jokes about being “islanders” and, in this case, involved the airline pointing out how JFK airport, one of their main hubs, is on an island.

The video was a fun way to incorporate a viral trend while also creating something its followers will remember. The metrics also prove that the video resonated with followers. With a whopping 491% engagement rate by follower, the brand generated a rate that’s 180x greater than the median rate for travel brands (2.73%) by getting creative and leveraging a popular sound.

8. Track your analytics

At the end of the day, what works for other businesses on TikTok may or may not work for yours. The only way to figure out where to focus your TikTok marketing efforts is to track your analytics.

Compare your metrics to the average all-industry rates or the engagement rates in your specific industry, whether that’s Food and Beverage, Beauty, or Higher Ed. To get the most accurate picture of your performance, it’s best to track your analytics with similar brands.

Tap into live benchmarks for your industry to get real-time insights into top-performing posts and trending conversations. You can also use Rival IQ to create a landscape of competitors in your industry. Within the landscape, you can see which videos are generating the most engagement by view or by follower, and how your videos stack up. You can also see which topics and hashtags are being talked about the most within your industry.

Once you’ve tapped into what your competitors are doing, create, analyze, and measure your videos against this data to really understand what’s working and what’s not.

Wrapping it up

TikTok continues to dominate the social media landscape, proving to be a must-have channel for brands across all industries. While average engagement rates on TikTok have dropped since last year, they remain well above Instagram, Facebook, and X (Twitter), thanks to the platform’s massive reach and highly active user base.

To harness TikTok’s engaged audience for your brand, experiment with the proven engagement methods that the top-performing brands are using. Stay tapped into what other businesses in your industry are doing to drive engagement, but don’t hesitate to try something different to stand out above the pack. Just be sure to regularly track and analyze your performance. That way, you can refine your TikTok strategy and consistently drive higher engagement over time.

This post was originally published in June 2023 and has since been updated.

The post What is a Good Engagement Rate on TikTok? appeared first on Rival IQ.

For marketers, this means that staying on top of what constitutes a good engagement rate on Instagram can feel like a moving target. To ensure you’re in the know about the latest metrics and best practices, we’re looking at how to measure Instagram engagement accurately and what the current benchmark is for a good engagement rate across various industries.

We’ll also spotlight a few standout brands excelling on the platform, providing you with actionable insights to boost your own Instagram engagement rate.

How to measure Instagram engagement

At Rival IQ, we define engagement as measurable interaction on organic and paid social media posts. Instagram metrics include likes, comments, shares, and reactions.

Instagram engagement rate is calculated based on all of these interactions divided by total follower count. Here’s the formula to calculate your brand’s Instagram engagement rate:

Instagram engagement rate = [engagement total] / [total number of followers]

While there are a few different ways to calculate engagement rate, we find that dividing by the number of followers paints a more accurate picture of how your brand’s engagement rate stacks up against similar brands in your industry — regardless of audience size.

What is a good engagement rate on Instagram in 2025?

According to our 2025 Social Media Industry Benchmark Report, the overall median engagement rate on Instagram is 0.36%. This median rate applies to all industries, from food and beverage brands to sports teams and nonprofits.

When it comes to how often you should be posting, we found that, on average, brands across all industries post a little over four times per week.

For top-performing brands, their engagement rates on Instagram are even higher. Our report found that the overall median engagement rate on Instagram for brands in the top 25% is 1.05%. These brands also post at the same frequency at around 4.7 times per week.

So while 0.43% is the overall median engagement rate, 1.02% or higher is considered a good engagement rate on Instagram for brands that want to aim higher.

Overall rate across industries:

• Median engagement rate: 0.36%
• Median posting frequency: 4.5 posts per week

Overall rate for brands in the top 25%:

• Median engagement rate: 1.02%
• Median posting frequency: 4.2 posts per week

Instagram engagement rate by industry

While the median Instagram engagement rate is a great starting point to benchmark your own data, every industry is a little different.

Let’s take a look at some of the industries performing at an above-average rate and see what they’re doing right so you can take note of a few ways to boost your brand’s own Instagram engagement rates.

Higher Education

• Higher Education Median Engagement Rate: 2.1%
• Higher Education Median Posting Frequency: 4.07 posts per week

Schools and universities consistently outperform every industry on social media (check out our latest report if you’re interested in detailed insights on Higher Ed benchmarks).

Higher Ed has the highest Instagram engagement rate across all industries at 2.1%. This rate is 5.8x the all-industry median and nearly twice as high as the second-highest-performing industry, which is Sports Teams at 1.3%.

While this number is impressive, it also means that schools have to get creative if they want to stand out above their fellow educational establishments on Instagram. And one of the most effective formats they’re using? Carousels.

Not only are carousels the most popular post type among Higher Ed brands, they’re also the most engaging. Their photo-album style makes them a perfect way to celebrate milestones and spotlight students. Plus, from an algorithm standpoint, each frame of a carousel can be served to users until they interact with it, making it a powerful driver of engagement.

A great example of an Instagram post with high engagement comes from Pepperdine University, one of the notable Higher Ed brands in our benchmark report.

This carousel post celebrating “college hard launch day” — a UGC-style roundup of real students announcing they were headed to Pepperdine — earned nearly 71K impressions and an engagement rate of 7.06%, or 3.4x higher than the median rate for the higher education industry on Instagram. By leaning into user-generated content, Pepperdine not only tapped into a student trend but also made its content instantly relatable and shareable.

North Dakota State University also made it to our list of notable Higher Ed brands, thanks in part to stellar carousels like this one celebrating the NDSU Class of 2025. The post earned a 6.48% engagement rate by follower, which is more than 3x the average Higher Ed rate for the year.

Similar to Pepperdine’s UGC approach, this post centered on real students, but with professional grad photos. Celebration posts like these drive engagement because they spotlight people directly connected to the community. Not only do the featured students engage, but so do their families, friends, and classmates, amplifying reach and interaction.

Both of these examples display how schools and universities consistently secure a good engagement rate on Instagram by highlighting real people and authentic moments. Whether through UGC or official campus photography, posts that celebrate student life and milestones create a sense of pride and connection — the kind of content that followers can’t help but like, comment on, and share.

Sports Teams

• Sports Teams Median Engagement Rate: 1.3%
• Sports Teams Median Posting Frequency: 19.78 posts per week

Sports teams tend to perform well on Instagram with a median engagement rate of 1.3%. Sports teams also post the most often out of all industries, which makes sense given that the content typically includes real-time game highlights and frequent team updates during the playing season.

Videos are a winning strategy for most Sports Teams on Instagram. Reels and other video formats are the perfect way to relive big plays and give fans a front-row seat to the action. If you want to earn top engagement, we’ve found that videos bring in higher engagement rates than any other post types for Sports Teams, with carousels close behind.

Take the Wallabies, the Australian men’s national rugby union team. A Reel capturing Suaalii’s first Wallabies try earned a whopping 10.5% engagement rate — more than 8x the Sports Teams average — along with 906K impressions and plenty of encouraging comments. Capturing a milestone moment, the post was one that fans were eager to engage with.

While play-by-play updates are a great use for social media, supporting a meaningful cause can also work like a charm. This post from NHL team the Seattle Kraken showcased players and coaches in limited-edition jerseys that were auctioned off through One Roof Foundation to benefit hockey access programs and scholarships for girls, combining team pride with community impact.

The carousel post earned an impressive 13.5% engagement rate by follower, which is more than 10x the Sports Teams average.

Another way that Sports Teams can earn engagement from fans is by tapping into buzzworthy conversations and hashtags. Using hashtags associated with major events is one effective way to boost reach and engagement. As you can see in the chart below, fans also love a quick trip down memory lane, with hashtags like #throwbackthursday and #onthisday being some of the most popular Instagram hashtags for Sports Teams.

Influencers

• Influencer Median Engagement Rate: 0.576%
• Influencer Median Posting Frequency: 4.5 posts per week

Influencers are another industry that earns above-average engagement rates on Instagram. Influencers and creators use the platform to share their creative content, provide product recommendations, and give followers a glimpse into their personal lives. For this group, carousels, photos, and Reels all perform at similar levels, giving influencers flexibility in how they connect with their audiences.

While highly produced Reels and polished photos can help influencers earn likes, comments, and shares, sometimes the most engaging content is also the simplest. One example of this comes from influencer Gerard Adams. The post below received viral levels of engagement with over 5.19 million impressions, 300K likes and comments, and a mind-blowing engagement rate of 54.2%. That’s nearly 94x the median for influencers!

The Reel was simple, featuring a short podcast clip discussing the three types of friends everyone needs. So why did it work? Adams paired a highly relatable topic with a direct call to action, inviting followers to “tag a friend who fits the description” in the caption. The content sparked conversations, shares, and tags because it hit on a universal theme — friendship — while giving viewers a simple way to participate.

This example highlights an important lesson for influencers: Authenticity and interactivity win. If you can create content that feels genuine, taps into shared experiences, and directly encourages engagement, you’re more likely to see results that outperform the norm.

Nonprofits

• Nonprofits Median Engagement Rate: 0.561%
• Nonprofits Median Posting Frequency: 4.18 posts per week

Marketers at nonprofits have the important job of using Instagram to secure donations, engage volunteers, or simply raise awareness about their organization’s mission. And achieving high engagement rates can have a direct impact on those initiatives.

Like many other industries on Instagram, nonprofits found success in using carousels to send a message and earn more engagement. This post by Pancreatic Cancer UK earned the nonprofit an incredible engagement rate of 138%, which is a whopping 246x higher than the average rate for nonprofits on Instagram. The post featured a striking installation of 797 pairs of running shoes laid out to honor the 797 lives lost to pancreatic cancer each month in the UK.

It’s also worth noting that the above was a joint post in partnership with the London Marathon, which has a massive audience of 450K Instagram followers compared to Pancreatic Cancer UK’s 19.8K. That collaboration amplified reach far beyond the nonprofit’s own audience, showing the power of partnering with larger organizations or influencers to extend impact.

Another nonprofit embracing this strategy is the ASPCA, which teamed up with TV personality Ariana Madix to spread awareness about The Rescue Effect, a campaign focused on helping more animals find homes. The carousel post announcing her involvement earned an 18.3% engagement rate by follower — 33x the industry median.

Both examples also highlight a common best practice for this industry: pairing eye-catching visuals with informative captions. For nonprofits, carousel posts work well because they allow space to tell a story. The photos draw people in while the detailed captions provide the context and emotional depth that drives action.

With so many worthy causes vying for attention and fundraising dollars, nonprofits are more pressured than ever to demonstrate their value. But by combining powerful storytelling with strategic partnerships, nonprofits can turn their Instagram presence into a movement.

How to increase Instagram engagement

If you’re feeling inspired to up your Instagram engagement after seeing the examples above, here’s a recap of the tactics these brands used to achieve their great engagement rates.

• Embrace carousels: Carousels have proven to be the most engaging post type for most industries, so don’t be afraid to mix those into your content strategy along with static images and Reels.
• Collaborate to extend reach. Whether it’s a nonprofit teaming up with a major event or a brand partnering with an influencer, collaborations can expose your content to audiences far larger than your own.
• Lean into popular hashtags, holidays, and trends: If you’re feeling stuck coming up with fresh content ideas, turn to trending hashtags and holidays to capture engagement. Using Rival IQ, you can even see which hashtags people are engaging with in your industry.
• Look to the competition: The best way to benchmark your engagement rate is to compare it with similar brands in your industry rather than the all-industry average. Doing this helps put your content and engagement rates into more context.

Want to dive into up-to-date metrics and social content from top brands in your industry? Explore our live social media benchmarks.

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Wrapping it up

To sum it up, the median engagement rate for all industries on Instagram is 0.36%, with brands posting about 4.5 times per week on average. Hitting that median means you’re keeping pace with most industries — but if you truly want to stand out, you’ll need to aim higher.

To achieve a good engagement rate on Instagram, lean into what’s proven to work for your brand while experimenting with different post types. As long as you continue to measure and assess what your audience is engaging with, you’ll be on your way to reaching stellar engagement rates on Instagram in no time.

This post was originally published in July 2022 and has since been updated.

The post What is a Good Engagement Rate on Instagram? appeared first on Rival IQ.

So what happened? Much of it comes down to a mix of cultural shifts. Digital fatigue, post-pandemic nostalgia for in-person experiences, and demand for “third spaces” have made physical books and stores relevant again. Then, there’s the social media factor, with platforms like TikTok connecting book lovers and helping them grow into a massive community.

As social media data nerds here at Rival IQ, we couldn’t resist digging deeper into how much of an impact that online buzz really had. Let’s unpack how it all came together — and what other brands can learn from this comeback story.

The Struggle Before the Comeback

In the 2010s, Barnes & Noble seemed destined for the same fate as many brick-and-mortar retailers.

After peaking in 2008 with about 725 stores, the chain entered a decline. From 2009 onward, over 150 stores closed, and the brand was widely viewed as a relic of a pre-Amazon era. Once known as the big, bad rival of independent bookstores, Barnes & Noble suddenly became an underdog struggling to stay relevant in a rapidly digital world.

Then something shifted. Instead of dying out, the company rebounded. In 2023, the chain began to grow again, opening around 30 new stores. By 2024, that number jumped to 57, and in 2025, Barnes & Noble plans to open at least 60 more stores across 17 states.

The turnaround came from several changes, including new leadership and refreshed store designs. The biggest strategic change, though, was a stronger focus on connection and community. And in today’s world, nothing fuels that sense of community quite like social media.

Enter: BookTok

If you’ve spent any time on TikTok, you’ve probably noticed how quickly the algorithm learns what you like. Save one video about baking, and suddenly your feed is filled with pastry recipes and cake-decorating tutorials.

The same thing happened with books — and it sparked the creation of a community known as #BookTok. As of writing, the hashtag #BookTok has been used in over 63.7M posts on TikTok.

BookTok is a community of readers and creators who share recommendations, reactions, and reviews of their favorite reads. The more you like, comment, or share, the more book-related content the algorithm serves up, making it easy to feel like you’re part of a giant virtual book club.

There doesn’t seem to be any sign of slowing down either. According to Google Trends, interest in BookTok has only grown since it first popped up around June 2020.

Surveys show us that the impact bleeds into real life, as well. Nearly half of TikTok users say they read more because of BookTok — 48% in the U.S., 53% in Canada — and many are reading up to 60% more books compared to before.

This shared hype has regularly turned niche titles into overnight bestsellers. In 2021, BookTok helped sell an estimated 20 million books, or over 2.4% of total book sales for the year.

For Barnes & Noble, this wasn’t just a trend to watch. It was proof that readers were still hungry for books. More importantly, it offered a clear opportunity to turn online excitement into in-store visits and growth.

How Barnes & Noble Nailed Its Social Strategy

Compared to competitors like Books-a-Million and Waterstones, B&N consistently outperforms across key metrics. In the past year, from August 28, 2024, to August 27, 2025, the brand ranked first in audience size, posting frequency, and cross-channel engagement.

So how did they get so far ahead of the competition? With smart, deliberate moves that make their social presence feel both personal and engaging.

1. Joining Online Conversations

Barnes & Noble didn’t just watch BookTok from the sidelines — they jumped right in. The brand knew that readers weren’t just passively scrolling but actively looking for book recommendations and discussions. By tapping into this enthusiasm, B&N made itself part of the conversation, not just a retailer at the end of it.

A key move? Consistently using the #BookTok hashtag to get greater visibility and engagement within this community. And it paid off. Rival IQ’s hashtag analysis data shows that in the past year, B&N’s TikToks using #BookTok performed 1.65x better than those without it. No wonder it became their most-used hashtag (after the branded #BarnesAndNoble, of course).

2. Bridging the Online and Physical Worlds

Another smart move that Barnes & Noble made was connecting their social media presence to the in-store experience. And that all started with a leadership approach that put local stores in the driver’s seat.

When CEO James Daunt took over in 2019, he gave individual stores more autonomy. Instead of cookie-cutter corporate setups, each location could operate like a local bookshop, tailoring displays, events, and recommendations to its community. According to Daunt, it all came down to “running really nice bookshops.”

When BookTok started blowing up, store employees who were plugged into the conversation online began reflecting it in the physical world. Tables featuring trending titles, themed displays, and staff picks started showing up in ways that directly mirrored what readers were talking about online.

Take, for example, B&N’s Instagram post featuring employee Alexis from the Clarence, NY location. Her favorite series is Throne of Glass, and she posed next to a display she likely helped set up. Fans of the series immediately chimed in, praising both the books and the location. Relatable and local, the post earned a 2.09% engagement rate by follower — 9.5x B&N’s average and 13x the retail industry median.

Barnes & Noble also hosts release parties at local stores, bridging the online and physical worlds even more. A post announcing a midnight release for the novel “Sunrise on the Reaping” earned 1.36% engagement, showing that events in real life can also drive meaningful online conversations.

Younger audiences don’t really see a divide between online and in-person experiences. They move effortlessly between platforms and stores, expecting brands to keep up. In fact, 84% of Gen Z and millennials say they value brands that seamlessly blend technology and physical experiences. Barnes & Noble’s strategy shows one way to do that: make online conversations feel real in the aisles.

3. Tapping Into the Power of Fandom

Fandoms are everywhere — sports, music, movies, even specific book series — and they carry enormous influence online. They come with inside jokes, shared memes, and passionate communities that engage constantly.

For brands, identifying a relevant fandom and creating content that connects that community to your product can be a game-changer for visibility and engagement. Barnes & Noble knows this well, and their social strategy shows just how effective it can be.

Over the past year, the two TikToks by B&N with the highest engagement rate by follower leaned heavily into fandom culture. One featured the K-pop band Stray Kids, with the band announcing pop-up album release events at select stores. The TikTok earned a mind-blowing 38.3% engagement rate by follower — nearly 30x the retail industry median!

Another TikTok had an employee lip-syncing to a song from EPIC: The Musical (based on Homer’s The Odyssey) while showing off themed displays. That one earned a 30.3% engagement rate, or nearly 24x the industry median.

Both posts leveraged popular hashtags and topics like a beacon calling fans in — or, more likely, signaling algorithms to put the content in front of the right eyes.

Of course, you don’t want to chase every trend. Find a fandom that resonates with your brand, and create content that joins the conversation authentically. Ask local employees or listen to customers to see what’s trending in their community and let their insights guide your content. Fandoms appreciate it when a brand speaks their language, and when you do it right, the engagement can be off the charts.

4. Showing Appreciation With Giveaways

A big part of building a thriving community is showing love to your followers and customers — and giveaways are one of the best ways to do it.

Barnes & Noble nailed this in January 2025 when they hit one million followers on Instagram. To celebrate, they hosted a massive giveaway, and the results were impressive: 8.66% engagement rate and 37K comments from users tagging their friends, instantly boosting reach and drawing new eyes to the brand.

With Rival IQ’s social post analysis, we were able to see how giveaways clearly resonated with B&N’s audience. When analyzing popular topics, terms like “giving away,” “free LEGO,” “exclusive editions,” and “gift card” were among those that drove the highest engagement rates. In other words, when B&N’s posts promised a little extra love, fans responded in a big way.

Pro tip: If you want to dig deeper, check out our blog on whether social media contests still work in 2025, which explains how to measure effectiveness and ensure your giveaways are worth the effort.

Wrapping It Up

Barnes & Noble has shown how, with the right mix of cultural awareness, community engagement, and smart social strategy, even a legacy brand can feel new again. And while their story is inspiring, it’s also full of actionable takeaways — the kind you can uncover with the right data.

We pulled all the insights above using Rival IQ, from hashtag performance to engagement spikes around fandoms and giveaways. Want to see what’s driving your own social success (and how you stack up against the competition)? Our platform makes it easy. Reach out for a free trial today.

The post The Barnes & Noble Comeback: How BookTok Helped Revive a Retail Giant appeared first on Rival IQ.

Social media is bigger than ever, with over 5.24 billion users worldwide and the average person spending about 2 hours and 21 minutes scrolling each day. Yet engagement rates are slipping across platforms, which means brands need to be smarter about how they capture attention.

In this post, we’ll take a close look at social media contests in 2025. What are they, and how do you measure their success? We’ll even spotlight a few top brands to see their take on the tactic. Let’s dive in.

What Is a Social Media Contest?

At its core, a social media contest is simply a way to get people interacting with your brand online. You ask followers to do something — like, comment, follow, share — for a chance to win a prize.

So why do brands run them? A well-designed contest can grow your followers, spark conversation, and drive conversions. You can also use contests to collect user-generated content (UGC) that you can repurpose later. It’s a win-win: Your audience gets a reward, and your brand gets attention and content.

There are a few popular types of contests you’ll see online:

• Like, comment, and follow to win. This classic approach is quick to enter and easy to promote.
• Tag-a-friend giveaways. Followers tag friends to enter, helping your contest reach more people.
• Photo or video submissions. Fans create content for a chance to win the prize. Submissions can be shared by using a branded hashtag, tagging your account, or uploading through your website.
• Polls or quizzes. People vote or answer questions for a chance to win, boosting interaction while helping you learn more about your audience.

You can also lean on tools that help implement the contest. Platforms like Comment Picker, SweepWidget, and RafflePress, for instance, handle entries, random draws, integrations, and basic tracking. This helps cut down manual work and keeps things fair.

That said, a contest isn’t always a guaranteed win for your brand. Next up, let’s look at whether contests still work and how to measure that.

Are Social Media Giveaways Effective?

The short answer? Contests can be effective — but there are a few things to keep in mind.

What Makes a Giveaway Successful vs. Not?

The difference often comes down to alignment with business objectives:

• Successful giveaways have a purpose. They’re built around a clear goal, whether that’s building awareness, driving engagement, or growing an audience. The prize, entry method, and follow-up plan all work together to support that goal.

• Unsuccessful giveaways tend to focus on vanity metrics alone. They chase likes and followers with no plan to keep those new people engaged. They attract “freebie seekers” who disappear the second the prize is gone.

There are also legal requirements to consider. Every platform has its own promotion guidelines, and ignoring them can get your campaign shut down. The FTC also expects transparency. That means clear rules and proper disclosures. Data privacy should also be handled with care to maintain audience trust.

The good news? When your contest is tied to measurable goals and backed by strategy, it can deliver real results. The key is tracking the right metrics — which we’ll dive into next.

Measuring Contest Success

Running a contest is one thing, but knowing whether it actually worked is another. The key is tracking metrics that tie directly to your goals. Different contests have different objectives, so the “right” metrics depend on what you’re trying to achieve.

Awareness: Reach, Impressions, Views

If your goal is to get your brand in front of more people, you’ll want to track reach and impressions. Reach tells you how many unique users saw your contest, while impressions show the total number of times it appeared in feeds. For video content, you may also want to look at views to understand how many people actually watched your content.

Some brands, like Owala, use giveaways strategically to bring attention to new products. Ahead of a launch, they’ll host a giveaway featuring the latest item, generating excitement and visibility before the product even hits shelves. In fact, 13 of Owala’s top-performing Instagram posts by impressions were giveaways, showing how effective contests can be for awareness.

Take Owala’s Lilo & Stitch themed giveaway shown below, which received an estimated 4.26M impressions. It also earned a 17.3% engagement rate by follower, making it the brand’s most engaging Instagram post so far this year.

Engagement: Likes, Comments, Shares

Engagement measures how people interact with your contest. This includes likes, comments, shares, and saves — anything that shows your audience is actively participating rather than just scrolling past.

Many contests specifically request engagement as a requirement, asking users to like the post or comment to enter. And there’s a good reason for this: Social media algorithms reward engagement.

The more interactions a post receives, the more likely it is to be shown to other users. In other words, each like, comment, or share not only counts as participation but also amplifies the contest organically.

Most importantly, engagement metrics show how well your content resonates. A contest post that performs above your usual engagement rate is a good sign that the prize, messaging, or format hit the mark. You can also benchmark against the industry average to see how your campaign compares to your peers.

Pro tip: With Rival IQ, you can track both your own performance and see how you stack up against the competition in one intuitive dashboard.

Plus, with the Post Tags feature, our platform automatically tags contests, making it easy for you to find similar campaigns in your competitive landscape, get inspiration, and compare your contests’ performance to your industry peers’.

Audience Growth: Followers and Subscribers

If one of your goals is growing your social audience, track follower or subscriber growth during and after the contest.

Having participants follow the brand account is a popular contest requirement for a reason. It’s not about inflating numbers — it’s a way to connect with participants after the contest ends, giving you the opportunity to engage them with future campaigns, promotions, or content.

If you want to boost growth even more, consider collaborating with another brand. When two brands co-host a giveaway, they both get exposure to each other’s audiences — and that means more potential followers all around.

Take Kitsch and Goli Nutrition, for example. They recently partnered on an Instagram giveaway and, by cross-promoting, are reaching people who might never have come across their brand otherwise.

User-Generated Content: Hashtags, Tagged Posts, Online Submission

Another valuable goal for social media contests is encouraging user-generated content. UGC introduces your brand to new audiences in a way that feels more genuine than a paid ad. Plus, it gives you authentic social media content to fold into your own strategy.

The simplest way to track UGC is by asking users to use a unique hashtag or tag you in the post. Tracking hashtag usage or tagged posts will tell you how many people are sharing your brand and how far your contest is traveling beyond your existing followers.

Pro tip: You can create rules to tag and track certain kinds of posts in one centralized and customizable dashboard in Rival IQ, making it easy to keep up with campaigns.

You don’t have to limit submissions to social platforms either. Some brands collect UGC directly through their websites. A great example is GoPro. Their entire social strategy thrives on customer-submitted content. After all, it makes more sense for users to capture epic footage out in the world than for GoPro to try to create it all themselves.

Through their GoPro Awards, the company runs themed challenges where users submit clips for a chance to win gear, cash prizes, and social features. It’s an effective strategy. This year, GoPro’s most engaging posts on both Facebook and Instagram — measured by engagement rate by follower — came from contest winners, each earning a $500 prize.

Conversions

Giveaways are great for boosting exposure and brand awareness, which may lead to sales down the line — but unlike reach or engagement, it’s harder to draw a direct line between a contest and a purchase.

That said, you can still use contests to encourage conversions that matter for your business. For example, you might make downloading your app or sharing an email address a requirement to enter. These tactics are less common since they take users off the social platform, but they’re perfectly valid options.

Whether it’s collecting leads, driving app installs, or growing your newsletter, the key is choosing a conversion that fits your business model. Think about what action will bring the most value long-term and design your contest to encourage it.

ROI: Cost vs. Benefit

Finally, evaluate the return on investment. Think about everything you invested — prizes, advertising, other fees — and weigh that against the results. Did the contest bring enough awareness, engagement, or leads to justify the spend?

Ultimately, metrics only matter if they connect to your goals. A contest that drove tons of likes but no new subscribers may not be a win if audience growth was your priority. By tracking the right numbers and comparing them against what you set out to achieve, you’ll get a clear picture of whether the contest was worth it and what to tweak next time for even better results.

Wrapping It Up

Social media contests can still deliver big in 2025. The key? Know what you want out of a contest, track the right metrics, and learn from each run. Done well, contests aren’t just about handing out prizes — they become opportunities to connect, engage, and create momentum for your brand.

The post Do Social Media Contests Still Work in 2025? appeared first on Rival IQ.

But standing out takes more than just sending a freebie and hoping for the best. The smartest brands are building strategic partnerships with creators that are aligned with business goals and backed by data.

In this guide, we’re looking at how leading retailers are working with social media influencers and breaking down how to find the right creators for your brand. But first, let’s get into why influencer marketing works.

Why Influencer Marketing Works for Retail

How often do you see a creator you follow recommend a new brand? Or find yourself scrolling through TikTok or Instagram for product reviews? Maybe you’ve even snagged a deal using an influencer’s affiliate code. These moments aren’t random. They’re all ways influencers can help retail brands at every step of the customer journey.

Influencers build awareness by introducing products to audiences who might not find them otherwise. Hearing about a brand from a real person that you trust or admire makes it feel worth checking out. In fact, 60% of Gen Z shoppers discover new products or brands on social media.

But it doesn’t stop there. When people research a potential purchase, influencer posts become trusted resources. One survey found that 82% of internet users worldwide use social media to research products they are interested in buying. Authentic reviews, demos, and comparisons from creators all provide the kind of social proof consumers crave.

Influencers also play a role in driving purchases. Nearly three out of four shoppers say they’ve bought something based on an influencer recommendation. It’s no surprise, then, that influencer and creator-driven revenues have shot up by 20% from last year to a projected $184.9 billion in 2025.

At the heart of it all is trust. Seeing a real person back a product is far more persuasive than any traditional ad, making it a game-changing strategy that no retail brand can afford to ignore.

Real-World Success: How Top Retail Brands Use Influencers

Now that we’ve established why influencer marketing works, let’s take a look at how. Several household retail brands have effectively tapped into the power of influencers, with their campaigns far exceeding industry benchmarks for engagement.

From Walmart to Amazon, here’s how top retail brands are using influencers and what you can learn from their approaches.

Walmart Gives Back With A “Random Acts of Kindness” Influencer

Jimmy Darts is a massive presence on social media, with over 12.3M followers on TikTok alone. Known for his random acts of kindness videos, the influencer regularly approaches unassuming strangers and offers them a gift, ranging from straight-up cash to free meals and trips.

Often, these moments unfold in everyday places — including the aisles of a supermarket. It seemed natural, then, for Walmart to team up with the creator during the holiday season, with the retail giant helping him “spread toy joy” to kids.

In one especially moving TikTok, Jimmy gifts a shopping cart full of toys to Estella, a child with leukemia, who would then go on to share them with other kids at her clinic. The video struck a chord with viewers, earning more than 700K likes for a 46.1% engagement rate by follower. That’s 36x higher than the industry median.

Another post took a more playful approach, featuring a family racing to grab as many toys as they could in 30 seconds, which Jimmy then gifted to them. That TikTok earned a still-impressive 8.91% engagement rate, or nearly 7x the median.

What makes this collaboration so effective is how naturally they fit into Jimmy’s existing content. This campaign didn’t feel like an in-your-face ad but like a continuation of the creator’s mission, just with Walmart quietly behind the scenes. For followers used to seeing him in stores, the retailer’s involvement felt organic.

Other retail brands can take a cue from this approach. Instead of forcing a brand message into unfamiliar territory, look for creators whose content already aligns with your values, products, or environments. The right fit makes all the difference and keeps your message feeling genuine.

Target Shows Love To A Big Fan

Sometimes, the best influencer partnerships don’t come with a pitch deck or a contract. They start with noticing a genuine moment and turning it into something special.

That’s exactly what Target did when they spotted a viral video from lifestyle influencer Addie McCracken that featured her son, Rustyn. In the clip, Rustyn gushes over his love for Target, particularly the vacuum aisle.

Rather than letting the moment pass, Target leaned in. The retail brand coordinated with a local store to give Rustyn his own mini-vacuums. The resulting Instagram post racked up a staggering 1.32 million engagements, with a 45.5% engagement rate that shot way past the industry median of 0.16%.

A few months later, the retailer gifted Rustyn a Bullseye mascot costume and teamed up with Addie again to promote their Halloween costume collection. The TikTok earned a 52.3% engagement rate, making it Target’s most engaging post of the past year.

What makes this partnership so notable is that it happened organically. Rustyn was already a fan, and the brand simply leaned into that genuine excitement. It’s a reminder that some of the best influencer relationships begin by listening. Watch for creators who already love your brand, and you might just find the perfect opportunity to spark a heartfelt and high-performing connection.

Sam’s Club Puts Its Products To Work

Another smart influencer move? Letting creators actually use your products — and having the results speak for themselves. That’s exactly what Sam’s Club did with baker and creator Mackenzie Lee (@itsmacksmacs), who’s built a loyal following of 1.3M followers on TikTok.

Noticing that Mackenzie was already using Member’s Mark ingredients in her videos, Sam’s Club teamed up with her for a feel-good holiday collaboration: baking holiday cupcakes for a local food bank. The video struck the perfect balance of inspiring and practical, earning 366K views and a 22.3% engagement rate by follower that’s well above industry benchmarks.

This is a great example of how retail brands can benefit from putting their products to work through influencers who already have the skills (and the audience) to tell that story. Rather than simply pushing a product, Mackenzie was the perfect creator to show it in action.

Amazon Shares Influencer Recommendations

For e-commerce retailers, influencer marketing can quickly lead to sales through accessible links. Amazon smartly leaned into this angle by making it easy for audiences to shop influencer picks with just a few clicks.

Take their partnership with influencer Paige Desorbo to promote Prime Big Deal Days. Paige curated a selection of her favorite fall refresh items and shared them with her followers. Each product recommendation could be accessed in a link in both Amazon’s and Paige’s bio, making it seamless for users to browse and buy.

Having influencer storefronts is another genius aspect of Amazon’s influencer marketing strategy. These personalized shopping pages let creators feature their favorite picks, organize them by category, and continuously update with new finds. For followers, it’s like shopping from a trusted friend’s recommendations. For brands, it’s a way to keep product recommendations live and converting, long after the post is published.

The takeaway for e-commerce retailers? Give influencers the tools to make shopping frictionless. That way, you’re not only building awareness but converting.

Finding the Right Influencers for Your Retail Brand

A big lesson to pick out from the above examples is that choosing the right influencer goes beyond follower count. What really matters is alignment and finding creators who reflect your brand’s voice, values, and audience.

Look for influencers whose followers align with your target shoppers and whose content feels like a natural fit for your products. For example, a beauty brand focused on clean, sustainable makeup might partner with a micro-influencer who regularly shares eco-conscious tutorials. This kind of niche alignment helps you reach audiences already primed to engage and buy.

Pay close attention to the influencer’s engagement. Consistent likes, comments, and authentic conversations are signs of a loyal community that trusts the creator’s recommendations. Micro- and nano-influencers, in particular, can drive powerful results thanks to their close-knit, highly engaged audiences.

To make influencer discovery easier, use tools built for smart social search. For instance, with Rival IQ’s Discover feature, you can explore Twitter and Instagram by topic, hashtag, or keyword to quickly find relevant creators, uncover new trends, and even spot high-performing content. It takes the heavy lifting out of research so you can spend less time digging and more time building lasting relationships with the right influencers.

Measuring What Matters: KPIs for Influencer Campaigns

The work doesn’t stop once your influencer campaign is live. You also need to measure its impact. The right KPIs will depend on your goals, but common metrics include reach, engagement, click-through rates, and conversions. Tools like UTM parameters or coupon codes can help pinpoint which creators are actually driving revenue, while sentiment analysis offers insight into how audiences perceive your brand.

That said, tracking performance across multiple creators and platforms can get messy fast. That’s why many marketers rely on automation and influencer analytics tools. With all of your influencers tracked in Rival IQ, you can easily monitor campaign activity using filters for hashtags, mentions, and even URLs.

Auto-tagging rules and scheduled exports simplify your reporting, so you can quickly see who’s posting, how often, and what kind of results they’re driving. It’s a streamlined way to answer the big questions: Who’s performing best? What content is resonating? And how can you double down on what’s working?

With the right data at your fingertips, you’ll be in a better position to refine your influencer marketing strategy and drive lasting impact from your partnerships.

The Wrap Up

Influencer marketing works best when it’s built on authentic connections and backed by data. Whether you’re spotlighting products, supporting superfans, or driving direct sales, the key is knowing what’s resonating. With smart influencer tracking, retail brands can measure impact, optimize partnerships, and invest in what works.

The post Influencers in Retail: How Top Brands Use Them Effectively appeared first on Rival IQ.

Over the past year alone, Amazon gained 1.1 million followers on social — a 2.58% increase.

To put that in context, Walmart has a similar audience size at 40.7 million but added only 235K new followers (+0.58%) over the same period. Target, too, only grew its audience by 0.59%.

So what’s fueling Amazon’s growth on social? Let’s take a closer look at the strategy behind the retail giant.

A Quick Look at Amazon’s Social Media Activity

In addition to having a huge following, Amazon is also one of the most active retail brands on social media.

Over the past year, the company shared around 1.77K posts across social. Instagram led the way with 491 posts, which averages to about 9.4 posts per week. TikTok was a close second, with 482 posts, or roughly 9.2 per week. Facebook followed with 362 posts, averaging 6.94 per week, while YouTube saw 301 video uploads. Twitter came last at only 134 posts.

That all adds up to a highly active presence — far more than the industry norm. Compared to the median posting frequency of retail brands, Amazon stands out for its speed and volume. The average retailer posts 5.56 times on Instagram, 2.59 times on TikTok, and 4.7 times per week on Facebook. Amazon exceeded all of those benchmarks by quite a bit.

Clearly, consistency and frequency are key to Amazon’s social strategy. This high-frequency approach helps the brand stay top-of-mind and keeps its audience continuously engaged.

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Whether it’s showcasing new products, hopping on trends, or spotlighting seasonal deals, Amazon’s posting frequency ensures there’s always something new in the feed.

But what exactly does the brand post? Here are its most effective social content strategies.

1. Prioritizing the Most Engaging Post Types

One of the smartest moves in Amazon’s social media playbook is leaning into what works. With Rival IQ’s social posts analysis capabilities, it’s easy to see not just which post types a brand uses most, but which ones drive the highest engagement. In Amazon’s case, the alignment between volume and performance is likely no accident.

Take Instagram, for example. Reels are by far the most common post type Amazon shares. Reels also happen to be its most engaging format on the platform, generating an average engagement rate by follower of 0.056%, which slightly surpasses the retail industry median of 0.055%.

The brand uses Reels for all kinds of purposes, from showcasing products and sharing fun delivery moments (more on that later!) to promoting the benefits of its Prime membership.

For instance, the Reel below announcing Prime Members’ eligibility for free Grubhub+ effectively grabbed its audience’s attention, garnering more than 45K likes and an engagement rate nearly 6x higher than the industry median.

Over on Facebook, the story’s similar. Amazon leans heavily into video and photo posts — again, the two top-performing formats on that platform. It’s a sign the brand isn’t just pumping out content but making strategic decisions about what it posts.

That said, there’s still a little room for fine-tuning. On Instagram, Amazon’s photo posts average 0.034% engagement, while carousels lag behind at just 0.015%. A slight pivot toward more single-photo content could boost overall performance. The same goes for Facebook, where status updates outperform links.

Overall, though, Amazon shows a clear understanding of what drives interaction. And with small data-driven tweaks, it could improve its results even more.

2. Leaning Into UGC

Amazon knows that when it comes to influencing purchase decisions, nothing beats authenticity. That’s exactly why the brand regularly features user-generated content (UGC) across its platforms.

UGC, by definition, is content created by individual users and then repurposed by the brand for its own channels (with permission, of course). Often, this means reposting a creator’s existing content. For instance, a TikTok posted in January 2025 by influencer @allthingsjudy was later reposted by Amazon in April.

In fact, this piece of UGC became Amazon’s second most engaging TikTok of the period analyzed, pulling in a 1.98% engagement rate — comfortably above the retail industry’s median engagement rate of 1.28%.

Why does UGC work so well? Consumers inherently trust “real” people more than a corporate spokesperson. Seeing a creator unbox, test, or style a product taps into that peer-to-peer recommendation effect and makes the content feel relatable and credible. Plus, the video format lets them see the product in action, unveiling details that static photos often can’t.

3. Investing in Influencer Marketing

Beyond reposting organic UGC, Amazon also actively invests in influencer marketing and having creators develop content specifically for its social channels. These collabs range from subtle integrations to full-scale campaigns, and often blur the line between UGC and sponsored content.

Take Amazon’s Instagram Reel featuring @thebakermama, for example. While the video wasn’t posted on the influencer’s own feed, it’s also not obviously branded as a piece of Amazon content.

Featuring the influencer promoting a floatable snack tray, the UGC-style video drove a 0.53% engagement rate — 3.3x higher than the retail industry median. It also ranked as Amazon’s fifth most engaging Instagram post in the period analyzed.

Then we have the more traditional influencer campaigns, which are often larger in scope and clearly marked with #ad or #sponsored. Amazon’s third most engaging TikTok of the year, for example, featured @bruontheradio, who was flown in to learn more about Alexa+. It was a fully branded collaboration that clearly resonated with viewers.

From everyday creators to more curated influencer partnerships, Amazon is tapping into outside voices to communicate its value. This helps the brand drive trust, expand its reach, and boost engagement.

4. Strategically Partnering With Major Celebrities

Amazon doesn’t lean heavily on celebrity partnerships, but when it does, the results are hard to ignore. Unlike brands that consistently rely on A-List collabs, Amazon only taps into star power occasionally, and that might just be the secret to its success here.

One standout example? An Instagram post featuring actress Millie Bobby Brown promoting her fashion brand. It became the most engaging post across all platforms during the time period analyzed, racking up 200K engagements and an impressive 4.10% engagement rate. That’s 25.6x higher than the median Instagram engagement rate for retail brands.

On YouTube, Amazon also saw major results from its Prime Day campaign starring Megan Thee Stallion. The video became one of the most engaged pieces of content on the platform, showing that when Amazon pairs a major event with the right celebrity voice, audiences respond in a big way.

Rather than overusing celebrity content, Amazon appears to reserve it for high-impact moments, whether it’s product launches or retail events like Prime Day. This scarcity makes the content more eye-catching and ultimately more engaging.

5. Spotlighting Human Moments

Amazon knows the value of showing its more human side. The brand regularly shares clips of real people — often its own delivery drivers — in funny, unscripted situations. These aren’t polished influencer videos or big-budget ads. They’re genuine moments from everyday life, and they resonate.

For example, a Ring clip showing a delivery driver’s interaction with a customer’s chicken earned 37.5K engagements. Viewers found it hilarious, and the video also showed the Amazon Key In-Garage Delivery service in action.

Another Ring video features a driver’s heartwarming moment petting mini pigs while on the job. That post drove over 30K engagements — nearly 4x the median engagement rate — and highlighted Amazon’s “Thank My Driver” feature, which sends drivers a $5 tip at no extra cost to customers.

There are several benefits to posting this type of content. For one, each clip doubles as a mini ad for Amazon-owned products or services (Ring cameras, in-garage delivery, driver appreciation) without feeling pushy. UGC like this also lets Amazon maintain a high posting frequency without creating all content in-house.

Perhaps most importantly, though, funny or heartwarming content cuts through the noise. By mixing in these human-centered stories, Amazon strengthens its connection with followers and adds lightness to its feed. It’s a reminder that behind the massive scale and global reach, there’s still room for small, authentic moments that make people smile.

Methodology

We used Rival IQ to analyze Amazon’s social media strategy and looked at key metrics like engagement rates, follower counts, and post types. The data in this breakdown reflects the period from May 27, 2024, to May 26, 2025. We also leveraged insights from our 2025 Social Media Industry Benchmark Report to provide context and compare Amazon’s performance against other leading retail brands.

The Wrap Up

From celebrity partnerships to funny delivery moments, Amazon does more than just broadcast its products. It keeps its massive audience engaged and growing. Creating effective social media content is all about knowing what resonates with your audience. And Amazon seems to have that figured out.

But how do you know if your own content is working? Social media analytics platforms like Rival IQ can help you run audits, track performance, and benchmark against competitors so you know exactly how well you’re doing. Ready to see how your brand stacks up? Start your free trial with Rival IQ today and take the guesswork out of your social strategy.

The post Inside Amazon’s Social Media Strategy: Speed, Scale, and Shopping Habits appeared first on Rival IQ.

From breaking exciting news on Facebook to joining trends on TikTok, today’s top auto brands aren’t just building vehicles — they’re building communities. Let’s take a look at which automakers are excelling on Facebook, Instagram, Twitter, and TikTok, and what marketers can learn from their success.

The Top 3 Automotive Brands on Facebook

According to our 2025 Social Media Industry Benchmark Report, the median engagement rate across all industries on Facebook is 0.046%. But a few standout automakers are smashing that number, turning Facebook into a hub for community, conversation, and connection.

#1 Rivian

Known for its all-electric trucks and SUVs, Rivian has built a reputation around innovation, adventure, and sustainability.

With just around 142K Page Fans, Rivian’s Facebook following is small compared to industry giants like Toyota and Nissan, which each boast over 20M fans. But Rivian’s smaller audience is deeply invested, and it shows. The brand’s average engagement rate on Facebook is an impressive 0.36%, nearly 8x the all-industry median.

That kind of engagement is often easier for smaller, niche brands to achieve because their audience tends to be more tightly knit and enthusiastic. When Rivian posts, they’re speaking directly to a tuned-in fanbase — and they respond.

Rivian’s top-performing posts often highlight company milestones and tease new innovations. One standout example is a post announcing that Rivian’s founder and CEO was named Executive Disruptor of the Year by Newsweek, which earned an engagement rate of 1.96% — 42.6x the median. Comments were packed with congratulations from fans who clearly feel invested in the brand’s success.

Rivian is a great example of how brands can use Facebook to engage with their audience. By consistently sharing meaningful updates and highlighting its forward-thinking vision, Rivian is slowly but surely growing its loyal community of fans.

#2 Lucid Motors

Lucid Motors, another electric vehicle brand, is also carving out a space in the EV market. With 123K Page Fans, Lucid’s Facebook audience is also modest but mighty. Its average engagement rate of 0.35% is 7.6x higher than the industry median.

One of Lucid’s most successful posts came at the start of the year. The brand welcomed new customers into the Lucid Owners Club for 2025, sharing candid photos of drivers proudly posing with their new rides. That New Year’s post earned a 1.09% engagement rate — nearly 24x the median — and was met with positive comments from happy owners and future fans alike.

This is a powerful reminder that for newer or smaller brands, fostering a sense of community can be a major competitive advantage. Massive legacy brands may have reach, but newer players can offer something they can’t: exclusivity, belonging, and the excitement of being part of something fresh. Lucid taps into that desire to be “in the club,” and in doing so, turns customers into engaged advocates.

#3 Genesis

Genesis, the luxury vehicle division of Hyundai, has been making a name for itself with its unique designs and premium styling. With 178K Facebook Page Fans, Genesis sees an average engagement rate of 0.12%, or about 2.6x higher than the all-industry median.

Genesis’s posts feel more like high-end magazine spreads than standard product shots, and the audience is here for it. The comments are packed with fans insisting Genesis bring its concept vehicles to life.

In fact, the brand’s top three most engaging Facebook posts were all concept photos. The standout? A sleek post about its X Gran Coupe Concept, which earned an engagement rate of 0.69% — 15x the all-industry median.

The Top 3 Automotive Brands on Instagram

When it comes to Instagram, the bar for engagement is a bit higher at 0.36%. With scenic Reels and creative collabs, though, several automotive brands are cruising right past that benchmark.

#1 Rivian

Rivian also topped our list for most-engaging auto brands on Instagram. With an average engagement rate of 0.72%, the brand outperforms the all-industry median by 2x.

What’s working for Rivian on Instagram? Location, location, location. The brand sees success when it leans into destination-driven content, using location call-outs to showcase real-world adventure.

A perfect example is a Reel showing a caravan of Rivian vehicles rolling through iconic San Francisco landmarks. That one post alone earned a 3.31% engagement rate — nearly 9x the industry median.

Other standout moments include updates about new charging outposts in Yosemite and Joshua Tree, as well as announcements about events in Boston and Pasadena. Each of these posts scored engagement rates at least 4x higher than the median, suggesting that Instagram might just be the ideal platform for promoting real-world events and activations. People love seeing places they recognize or aspire to visit, and Rivian leverages that smartly.

#2 Dodge

Right behind Rivian is Dodge, clocking in at a close 0.69% engagement rate. If you dive into Dodge’s top Instagram posts, you’ll spot a common thread. The hashtag #ThatsMyDodge appears in 65% of their 20 most engaging posts. It’s essentially a tag for user-generated content, with the brand reposting photos taken by real fans and crediting the original creator. They’ll also tag #Dodge and the specific model to keep everything discoverable.

The hashtag strategy taps into an already passionate fan base and makes it easier for Dodge lovers to connect and engage. And since these UGC photos are shot by real enthusiasts, they have a unique, personal feel that stands out.

One of Dodge’s top posts — a moody, fog-filled shot of a Challenger — earned a 2.09% engagement rate, or about 5.8x the all-industry benchmark. It’s a great example of what happens when a brand taps into the creativity of its fans. The variety of backdrops and perspectives simply wouldn’t be feasible with brand-created content alone.

#2 Lucid Motors

Tied for second place is Lucid Motors, with a 0.69% engagement rate — again, roughly double the Instagram median.

This brand loves giving fans a peek behind the curtain on Instagram. Some of its top-performing content includes Reels from inside its factory, offering a behind-the-scenes look at its sleek EVs coming to life.

One of its most engaging Reels announced the start of production for the Lucid Gravity at their Arizona factory. Signing off with an invite to design your own, the post earned a 2.6% engagement rate — more than 7x the all-industry median.

This kind of content hits the sweet spot of building trust, showing progress, and creating excitement all at once. For a luxury EV brand focused on the future of driving, factory-floor access offers just the right kind of transparency.

#3 Porsche

With a massive following of 32.6M, Porsche is among the most-followed car brands on Instagram, trailing only behind BMW (41.8M) and Mercedes-Benz (32.6M). And yet, despite its massive audience, it still manages to keep engagement high, pulling in a 0.67% engagement rate. That’s nearly 2x the median — no small feat at this scale.

So, how does Porsche do it? By giving the spotlight to its fans. The brand’s hashtag #PorscheMoment is the driving force behind much of its content strategy. In fact, Porsche proudly declared in its 2024 highlight reel that half of its social content came from fans.

And it works. The brand’s most engaging post of the year was a carousel roundup of its top posts — many of them UGC — and it racked up a staggering 1.56M engagements. That’s a 13.4x engagement rate compared to the platform median. The brand’s approach shows that even luxury can feel personal when you invite your audience to help shape the story.

#3 Acura

Acura rounds out our list, tying Porsche for third place with a 0.67% engagement rate. One of Acura’s winning strategies on Instagram? Collaborations.

A great example is the launch of the Mattel Brick Shop Hot Wheels ’90 Acura NSX Building Set. Its announcement on Instagram earned 72.6K engagements and an impressive 7% engagement rate — nearly 20x the Instagram average.

So why did it work? Nostalgia, novelty, and shareability. Collaborations like these can breathe fresh life into a brand and spark excitement across segments, boosting reach and engagement.

The Top 3 Automotive Brands on Twitter

While many companies have scaled back their activity on Twitter, a few standouts are still pulling impressive numbers. With an all-industry median engagement rate sitting at 0.015%, these three brands went way beyond.

#1 Genesis

With a 0.60% engagement rate per follower on Twitter, Genesis outperformed the all-industry median by 40x. Digging into the brand’s most engaging tweets, a clear theme emerges.

Out of Genesis’s top 20 tweets with the highest engagement rates, 16 were about Magma and motorsport racing. Clearly, Twitter users were excited over the brand’s entrance into endurance motorsport with Genesis Magma Racing and the launch of its new performance sub-brand, Magma.

Interestingly, though, Magma content wasn’t as popular on Genesis’s other platforms. That highlights an important lesson: Know your audience on each social media platform. Twitter is evidently the place where racing fans are active, so Genesis was able to tap into this niche and engage that community. Going forward, focusing on platform-specific strengths could be a key part of their social media playbook.

#2 Honda

With 1.19 million followers and a 0.25% engagement rate — roughly 17x the platform average — Honda proves that a well-executed newsfeed strategy still works on Twitter.

Unlike other brands that lean into memes or fandom, Honda takes a more informative approach. Most of its top-performing tweets include external links, inviting fans to learn more about everything from its latest brand campaign starring racing legends to its newest EVs.

It’s not flashy, but it works. Twitter users often come for quick updates and bite-sized news, and Honda delivers exactly that: snackable content with substance. By using Twitter as a launchpad for deeper dives, Honda keeps its audience in the loop.

#3 Porsche

With a sizable 2.3M followers and a 0.24% engagement rate (that’s 16x the median), Porsche knows how to keep the conversation going — and that’s key on a platform built around banter.

One of Porsche’s most engaging tweets? A cheeky post about how to pronounce “Porsche” — a simple joke that drove 50K engagements and earned a staggering 2.23% engagement rate. That’s nearly 150x the median.

Porsche also gets credit for sticking around in the comments. Fans respond, and Porsche responds back, keeping the interaction going and building real-time rapport. This humanizes the brand, sparks community engagement, and shows that even a luxury automaker doesn’t always have to take itself too seriously.

The Top 3 Automotive Brands on TikTok

TikTok is fast-moving, trend-driven, and fueled by personality. The median TikTok engagement rate across all industries is a relatively high 1.73%, but these three top-performing automotive brands were able to beat the benchmark.

#1 Mazda

Coming in at first place is Mazda with its jaw-dropping 12.5% engagement rate. That’s over 7x the platform average!

What’s the brand’s secret? Listening. On TikTok, Mazda leans into real-time fan feedback and isn’t shy about jumping on TikTok trends. Case in point, one of its biggest hits is an ASMR-style video that highlights the sounds of the MX-5 Miata. More notably, it was created because someone asked for it in the comments. The result? The video earned a whopping 127% engagement rate.

Mazda’s success is a great example of what happens when a brand doesn’t just post but actually participates. On TikTok, where audiences expect real interaction, Mazda’s responsiveness gives it a serious edge.

#2 Lexus

With an audience of 507K, Lexus comes in second with an impressive 11.8% engagement rate, easily 7x the norm.

Scroll through Lexus’s TikTok feed and you’ll see slick car footage, much like other auto brands. But what sets Lexus apart is its ability to hop on trends and make them feel on-brand. For instance, one video featured a ‘93 Lexus and used a trending TikTok sound (with over 25K uses) that’s commonly associated with nostalgic throwbacks. Lexus even used hashtags like #nostalgia and #90sthrowback to complete the effect.

The takeaway? Trendy sounds and relevant TikTok hashtags aren’t just noise. When used well, they can amplify reach and make a brand much more fun to interact with.

#3 Rivian

Rivian once again makes it to the top 3 with an impressive 11.4% engagement rate by follower, which is about 6.6x higher than the all-industry median of 1.73%.

It’s clear Rivian has built a highly engaged community across channels. But while Rivian’s messaging still centers around innovation and excitement, its TikTok content is slightly different. Rather than recycling posts from Facebook or Instagram, Rivian drops in the occasional exclusive video that matches TikTok’s casual, authentic culture.

Take, for example, a video featuring Rivian’s CEO testing out the new Launch Mode feature. It’s not overly polished — just a candid moment with an exciting product demo — but it racked up a staggering 48.3% engagement rate by follower.

TikTok rewards brands that embrace its culture. By creating content that speaks the language of the average TikTok user — unpolished, authentic, and a bit silly — Rivian expands its reach and keeps audiences engaged.

Methodology

To determine the top automotive brands on social media, we looked at the engagement rates of major companies in the industry and compared them to the all-industry benchmark from our 2025 Social Media Industry Benchmark Report. We then ranked the brands that outperformed the median engagement rate to spotlight the top performers. This data covers activity from June 5, 2024, to June 4, 2025.

Wrapping It Up

Whether it’s niche brands like Rivian building deeply engaged communities or legacy names like Dodge finding smart ways to let their fans lead, one thing’s clear: Social success isn’t just about showing up but about showing up strategically. The best automotive brands on social media are analyzing what works on each platform, leaning into their strengths, and listening to their audience.

The post Best Automotive Brands on Social Media in 2025 appeared first on Rival IQ.

It’s no coincidence that when you think of beauty retail royalty, Sephora is one of the first names that comes to mind. With over 2,700 stores in 35 countries worldwide and a social following in the tens of millions, Sephora shows no signs of slowing down. In fact, last year, the brand saw record earnings, achieving double-digit growth in both revenue and profit.

But what exactly sets Sephora apart from other beauty retailers? And how have they built such a loyal, engaged audience both online and off? Let’s take a closer look at Sephora’s social media marketing strategy and uncover what brands can learn from its success.

A Snapshot of Sephora’s Social Media Presence

The beauty giant has a massive 48.2 million followers across Facebook, Instagram, TikTok, Twitter (or X), and YouTube. For comparison, its closest competitor, Ulta Beauty, has about 13.1 million across the same platforms.

The biggest chunk of Sephora’s audience lives on Instagram, which makes up 47% of its total following (about 22.7 million), followed by Facebook at 42% (around 20 million). Not surprisingly, Instagram is also where Sephora is most active — 51% of its posts in the past year were on there. With such a large audience, it’s evidently a favored channel.

On TikTok, Sephora seems to be going all-in. Despite having a smaller following on there, the brand posted 667 times on TikTok in the past year, or about 32% of its total posts across channels. It’s a clear signal that Sephora is betting big on the platform’s potential for growth and influence.

Meanwhile, Sephora has pulled back from Twitter, posting nothing at all in the past year. This actually aligns with what we’ve seen across the health and beauty industry. As reported in our 2025 Social Media Industry Benchmark Report, brands are favoring platforms like TikTok and Instagram, which deliver higher engagement, while Twitter just isn’t pulling its weight.

Facebook activity has also been minimal (just 12 posts in the last year), showing that Sephora’s marketing strategy is focused on platforms that are currently delivering the most return.

And it’s working. Sephora averages around 12.5k engagements per post — almost 10x Ulta’s 1.29k per post.

While both brands have loyal fan bases, Sephora’s ability to consistently drive conversation, shares, and likes puts it in a league of its own when it comes to beauty retailers on social. Let’s take a look at what it’s doing to garner so much love.

Find out what is a good engagement rate on social media.

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Thinking Outside the Box With Unexpected Collabs

Sephora isn’t afraid to get creative and pair up with partners you wouldn’t immediately peg as beauty collaborators. In fact, it’s these unexpected team-ups that became some of the brand’s most buzzworthy posts of the past year.

Take its Faces of Music documentary, which premiered on Hulu. Featuring Becky G, Victoria Monét, and Chappell Roan, Sephora explored the connection between music, beauty, and makeup. The documentary was received well on social media, with a promo post seeing a 1.02% engagement rate by follower — 7x higher than the median engagement rate for health and beauty brands on Instagram (0.144%).

There was also the creative collab with @pollyther, who designed a miniature “Polly Pocket”-style Sephora store. Not only was it wildly creative, it also tapped into the ever-popular nostalgia trend, racking up major engagement. Sephora’s post achieved a whopping 9.43% engagement rate by follower. That’s 11x higher than the industry median and 5.5x higher than the median engagement rate for all industries on TikTok.

And in its most popular post, Sephora featured Tanner (@tannerwiththe_tism) from Netflix’s Love on the Spectrum for World Autism Awareness Day on both TikTok and Instagram. This collaboration drove hundreds of thousands of engagements and became Sephora’s most engaging TikTok from the past year.

So why does this approach work? These out-of-the-box collabs are entertaining and strategic. They help Sephora reach new audiences, stand out among a sea of typical beauty content, and show that the brand gets what its community values.

Making It Interactive

Sephora doesn’t just talk at its audience — it invites them to join in. One clever play in its recent strategy was creating a custom TikTok effect that let users generate their own “makeup name.” The concept was simple. Each letter on the virtual keyboard corresponded to a beauty product, and users typed in their name to reveal their personalized product combo.

The original TikTok showcasing the effect racked up 208K engagements, earning a 15.4% engagement rate by follower. That’s 18x higher than the health and beauty industry median! Even more impressive? The effect was used in over 53,000 posts, giving Sephora greater exposure that reached well beyond their own followers.

People love quizzes, filters, and games, especially when they’re at the center of it. This type of content taps into that universal appeal of interactivity while still spotlighting Sephora’s brand. Plus, when users post their own results, it creates a ripple effect. Friends see it, want to try it, and before you know it, the brand’s campaign becomes a trend.

Want to replicate Sephora’s success? Think about what kind of interactive experience aligns with your brand. Is it a filter? A quiz? A choose-your-own-adventure video? The key is to make it easy to use and fun to share. Bonus points if it helps people express themselves while subtly showcasing your brand and products.

Putting a Face to the Brand — Literally

Another effective strategy? Putting the spotlight on the founders of the brands it carries. It’s a smart move, especially for a retailer. Sephora stocks a lot of brands, which means the usual product promos can start to blur together. But when the founder of a brand shows up to hype up a new product launch or demo how to use it? That hits differently.

Take, for example, a trendy TikTok featuring Patrick Ta hyping up a new product drop. It became Sephora’s fourth most engaging post of the past year. With an engagement rate by follower of 15.7%, it far surpassed the health and beauty industry’s median engagement rate of 0.85%.

Over on YouTube, a tutorial with Haus Labs founder Lady Gaga sharing her updated makeup routine also stood out, becoming one of Sephora’s top-performing videos on the channel. Compared to other videos posted during the period we analyzed, it saw a 19x lift in engagement rate, showing just how powerful founder-led content can be.

As a retailer with hundreds of brands, Sephora knows that a post from their account isn’t always going to land the same way as hearing straight from the source. When founders show up on Sephora’s channels — talking through their inspiration, applying products, or just having fun — it adds an element of authenticity and authority that a typical post can’t quite match.

Plus, fans of these founders (especially celebrities and industry names) are more likely to engage and share, pulling in new audiences and strengthening brand-fan relationships across the board.

Tapping Into Relatable Experiences

Not every post needs to be a major production featuring an A-list founder. Sometimes, a meme says it best. Sephora knows this and leans into relatability in a way that feels fun, self-aware, and in tune with its audience.

Take this Instagram post showing a before-and-after of a Sephora trip, with the “after” being a hand completely covered in makeup swatches. With a 1.61% engagement rate on Instagram, the photo outperformed the industry median of 0.14% by nearly 12x.

Or consider this post that earned 180K engagements, featuring an arm weighed down by Sephora shopping bags paired with the caption, “Beauty is pain.” These meme-like posts might be simple, but they’re high impact, racking up engagement by tapping into feelings beauty shoppers know well.

What’s just as strategic is where Sephora shares these posts. These posts rarely show up on TikTok or YouTube. Instead, they’re reserved for Instagram and occasionally Facebook — platforms where this format performs best.

That said, even a brand as savvy as Sephora doesn’t always get it right. And sometimes, testing content is exactly what you need to do to reveal what doesn’t land.

Learning What Doesn’t Work

While Sephora’s meme-style posts thrive on Instagram, the same approach doesn’t always translate to TikTok.

Case in point: this meme-style TikTok posted during Thanksgiving week, featuring a dancing turkey and a Sephora laptop backdrop celebrating an email outage. The post aimed for humor but fell short, earning only a 0.023% engagement rate by follower. That’s significantly lower than the health and beauty industry’s median of 0.85%. In fact, it ranked among the brand’s bottom 200 posts in terms of performance.

So what happened? It’s likely that the format just didn’t align with what Sephora’s TikTok audience expected. The humor was probably too niche or disconnected from the brand’s core identity on that platform. And it wasn’t a one-off. Several other underperforming TikToks followed a similar pattern.

To Sephora’s credit, though, the brand doesn’t overcorrect or double down on what doesn’t work. These kinds of posts are few and far between on TikTok, and instead of forcing a format, Sephora continues to focus its energy on what aligns with each platform’s strengths.

The lesson? Testing content across channels is smart but so is knowing when to pivot.

Methodology

To analyze Sephora’s marketing strategy, we used Rival IQ to take a closer look at the brand’s performance across social media platforms, including Instagram, Facebook, Twitter, TikTok, and YouTube. We looked at key metrics like engagement rates, follower counts, and post types.

The data in this breakdown covers the period from April 30, 2024, to April 29, 2025. We also pulled in insights from our 2025 Social Media Industry Benchmark Report to help us compare Sephora’s performance with other brands in the health and beauty space.

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Wrapping It Up

Sephora’s marketing strategy blends bold creativity with smart platform choices and genuine connection, making it a blueprint for how to build a social media presence that actually resonates with its audience. For any brand looking to do more than just show up online, there’s plenty of inspo to take from Sephora’s playbook.

The post Sephora’s Marketing Strategy: What Sets the Beauty Giant Apart in 2025 appeared first on Rival IQ.

But as the platform continues to evolve, keeping up and cutting through the noise can feel like a moving target. With countless companies on the platform, how do you stand out from the crowd and get more eyes on your brand? How do you boost your reach?

We’ve got some tips for you. Here are 11 strategies to increase your Instagram reach and expand your audience.

What Is Instagram Reach?

First, it’s important to emphasize that Instagram reach refers to the number of unique users who see your post. This is different from impressions, which is the total number of views on a post. A post that was viewed 10 times by one user, for instance, would have generated 10 impressions but only have a reach of one.

For companies concerned with growing their audience and maximizing brand awareness, Instagram reach is an essential metric to track since it lets you know how many different people are seeing your posts.

As long as you have a business or creator account, Instagram will report your reach under Views in your professional dashboard. You can see how many accounts you’ve reached in a specific time period, as well as the reach of a particular post, video, Story, or Reel.

To check out those numbers, simply navigate to your professional dashboard from your profile or click to view the insights on a specific post. Instagram has several guides on how to navigate to Insights on their Help Center.

You can also see your Instagram performance data with an all-in-one social media analytics tool like Rival IQ, which displays not only your Instagram reach but plenty of other essential metrics through detailed and visual reports.

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11 Ways To Increase Instagram Reach

Instagram’s algorithm, or its system of rules, classifiers, and processes that determine what posts appear in each person’s feeds, greatly affects your reach. This system is complex, but we do know that it strives to personalize the user experience by showing the most relevant and engaging posts based on each user’s activity.

So, what does that mean for brands looking to grow their reach on Instagram? The more users engage with your posts, the more the algorithm will present your content to relevant audiences. In other words, knowing your audience and delivering engaging content is essential. Try implementing these 11 strategies for increased Instagram reach.

1. Post at the Right Time

While Instagram feeds are no longer organized chronologically, timing is still an essential part of getting seen.

Instagram’s algorithm tends to highlight new posts because they’re considered more relevant. Posting new content when your following is most active also increases the chance that they’ll see your post and interact with it. This jumpstarts a snowball effect where posts that earn high engagement quickly are deemed popular and served to more users by the platform.

The best times to post will depend on your unique audience and industry. Luckily, you can easily find the days and times that your followers are most active using Instagram Insights. Plus, with Instagram’s built-in scheduling tool, you can plan and schedule your posts directly within the app, making it easy to stay consistent and post at optimal times.

To understand more about your industry and your competition’s posting schedule, check out our insights into the best times to post on Instagram for 14 key industries across North America.

2. Experiment With Different Types of Posts

Instagram has come a long way since its inception. Once limited to just static single images, users now have a lot more options in terms of the types of posts they can share, including carousel posts, videos, Reels, Stories, and more.

Try experimenting with these different types of posts to figure out what resonates with your audience the most. Even something as simple as adding music to your feed posts can make a difference. In fact, Instagram recommends it. Photos and carousels with music are now eligible to appear in the Reels tab, allowing you to reach new audiences.

Ask yourself: What kind of content gets the most eyes on your account? Which type of post tends to draw the most engagement? Why do you think that is?

Tools like Rival IQ can help you go deeper by showing which post types are generating the most engagement, not just for your brand but for your competitors too. This kind of insight can reveal patterns you might not have noticed and help you fine-tune your content strategy.

Maybe you’ll find that your followers love to interact with and share the funny Reels you post. Or perhaps they’re big fans of the aesthetically pleasing carousel posts of your products. Find out what works for you and adjust your social content strategy accordingly.

Pro tip: Want to test out new content? Instagram’s Trial Reels feature lets you share a Reel with non-followers first. If it performs well, you can publish it to your followers with a single tap or even set it to publish automatically. Trial Reels won’t appear on your profile or in your followers’ feeds unless you decide to share them later, giving you a low-pressure way to test what works.

3. Get Smart With Hashtags

Hashtags are a great way to have your posts discovered by people outside of your following who may be interested in the kind of content you’re posting.

When it comes to your hashtag strategy, prioritize quality over quantity. Though Instagram does let you put up to 30 hashtags per post and up to 10 hashtags per story, thoughtlessly stuffing your posts with hashtags is rarely an effective approach. Instead, focus on finding hashtags that are relevant to your brand and generate high levels of engagement from your audience. You can try to mix and match different hashtags with various captions to see which one works best.

There are also handy tools that make hashtag research much easier. Rival IQ’s hashtag analytics equip you with the data you need to identify the most engaging terms and track their effectiveness as you use them.

4. Reach multiple communities with Instagram Collabs

One of Instagram’s features — Instagram Collabs — lets you expand your reach by having your posts be exposed to another user’s community of followers. Collaborations in general have long been a popular strategy for reaching a new audience, but this feature makes doing so on Instagram a breeze by eliminating the clutter of duplicate posts.

With Instagram Collabs, a single joint post is shared with each collaborator’s follower base and lives on their profile grids with both accounts tagged at the top. The Collabs post also enjoys combined views, likes, and comments.

As the original author of a post, you can invite up to 20 collaborators and have your post seen by those additional communities of followers. From partnering with other brands to collaborating with influencers or your customers, this feature opens up countless opportunities for increasing your Instagram reach.

5. Encourage engagement with contests and giveaways

Another way your brand can expand its reach on Instagram is by hosting contests and giveaways. Engagement-focused contests can signal to the algorithm that your post is worth serving to others while also boosting your reach by good ol’ word of mouth.

Most effective Instagram contests or giveaways provide an incentive for people to interact with the post by having entries be tied to particular actions, especially those that’ll get more eyes on your brand. Asking your audience to follow your page, tag a friend in the comments, or share the contest to their Story are some popular ways to do this.

Laneige and La La Land’s collaborative giveaway is a perfect example of how these kinds of posts can impact your Instagram performance. With more than 8K comments filled with tagged friends and 17K likes, this post had an engagement rate by follower that was nearly double the average engagement rate of Laneige’s other posts this year (as of this writing).

We also want to point out that Laneige and La La Land smartly utilized Instagram Collabs and made the giveaway a joint post to expand their reach even further. The insight here? Don’t hesitate to combine several reach-boosting strategies to amplify their effect.

6. Use interactive stickers on your Stories and Reels

Instagram’s algorithm is designed to reward engagement. So, what better way to encourage your audience to engage with your posts than by leveraging the platform’s interactive stickers?

Available on both Stories and Reels, these stickers are designed to spark participation from viewers and, as a result, signal to the algorithm that your posts are engaging and should be served more prominently on users’ feeds.

Here are just some of the interactive stickers you can use:

• • Poll Sticker: Ask your followers to pick between two options with a poll they won’t be able to resist answering.
  • Quiz Sticker: Kick it up a notch with multiple-choice questions that test their knowledge or pique their interest.
  • Emoji Slider Sticker: Maybe things aren’t as simple as A or B (or C or D…). Let your followers show you how they feel based on a sliding scale.
  • Add Yours Sticker: This sticker lets viewers add their choice of photos, videos, and even music to their story according to your prompt.
  • Question Sticker: Give your followers free rein to ask questions or answer your prompt through a text box. You can then share and respond to their question in another Story.
  • Hashtag & Location Stickers: Make it easy for curious users to discover more posts related to interesting hashtags or locations by adding these tappable stickers. Bonus: using them also helps your post show up in Search results and on the Explore feed.
  • Frames Sticker: Add a photo “framed” as an instant print photograph. Viewers have to shake their phone or tap the “shake to reveal” button to develop the image inside.
  • Reveal Sticker: Post a blurred-out mystery that followers can only uncover by sending you a DM. Add a hint to tease what’s behind the blur, and only those who message you will get to see what’s hidden.

For your audience, engaging with most of these stickers is often as simple as a quick tap, making it a relatively low-effort yet fun interaction that they’re likely to partake in.

7. Spotlight user-generated content

Posting user-generated content (UGC) is another great way to boost engagement and reach on Instagram. When you share UGC, the original users are likely to return the favor by resharing the post and having their own following engage with it.

Additionally, regularly highlighting user-generated content on your Instagram can encourage others to create similar posts that can be used to promote your brand. We wouldn’t be surprised if a GoPro customer became inspired to post their own epic photos after seeing a GoPro UGC post like the one below.

Moreover, sharing user-generated content can strengthen your brand’s credibility, authenticity, and relatability. Posts from real customers — real people — tend to stand out as trustworthy and interesting amidst generic branded messaging. When people see posts they relate to on a human level, they engage.

8. Interact with your audience as an active Instagram user

It would make little sense for a brand to constantly request engagement just to leave its audience hanging. Communication is a two-way street. As people like, comment on, react to, and share your posts, don’t forget to engage with them right back.

Like or reply to their comments. Interact with those who mention your brand. Reshare relevant posts that would add value to your audience’s experience. In other words, be an active user! Go beyond simply posting by being a prominent and visible presence in your audience’s Instagram experience, and you’ll naturally expand your reach over time.

9. Go Live

Here’s a “hack” to get your profile displayed front and center on your followers’ feeds: go live.

Typically placed at the beginning of the Stories bar and highlighted with a distinct “LIVE” label, live videos are hard to miss. This makes them one of the best ways to get more eyes on your account and boost brand recognition — an effect that occurs even if a follower doesn’t watch the live.

This feature also has the added advantage of automatic post notifications. For users who have this setting enabled, Instagram sends out alerts when an account that they follow goes live. Unlike regular post notifications, where they have to “subscribe” to a particular account, Live notifications can be sent out for any profile that they follow.

Want to maximize your Instagram reach even more? Apply our tip on collaborations here by utilizing Instagram’s Live Rooms feature. Invite other users into your Live to reach their community of followers and partake in conversations for your audience to engage with in real time.

10. Amplify your reach with a boosted post

If you have the budget for it, you can also reach more people by putting some ad spend behind your Instagram efforts.

Referred to as boosted posts, these are Instagram posts that you pay to have shown to more people. They’re different from paid ads in that they’re created from already-published posts and have more customization options when it comes to targeting. This makes them a quick and easy way to have an organic post be seen by more people who are part of a specific audience.

You can head over to our post, How to Boost and Measure a Post on Instagram, for the nitty-gritty of how boosted posts work!

11. Track, analyze, and benchmark your performance

Regardless of which tactics you decide to implement, all efforts to increase Instagram reach must also involve performance and strategy reviews. Your reach should be tracked over time so you can observe trends. It should be assessed in relation to your audience size, as well as in comparison to the industry benchmarks and your competitors’ performance.

Think about it like this. Let’s say that you’ve reached 10,000 users on Instagram this month. Is this number better or worse than it’s been in the past few months? How significant is your reach in comparison to your follower count? Are you outperforming your industry and the competition?

Being able to answer these kinds of questions is essential for assessing whether your social media efforts are working and how close you are to meeting your goals. This is where powerful tools like Rival IQ come into play. With comprehensive reports, competitive insights, and more, we make it easy for you to understand your performance and find ways to be even better.

Wrapping It Up

Instagram has been a powerful tool for connecting with others for over a decade — but it takes more than simply being on the platform to effectively reach your target audience. To truly boost your Instagram reach and grow your follower base, you need to be intentional. That means taking the time to understand your audience, creating content that inspires engagement, and making the most of the platform’s tools and features.

Incorporate these 11 tips into your Instagram strategy, leverage analytics tools to help you make data-driven decisions, and you’ll see your engaged Instagram community grow in no time.

This post was originally published in 2022 and has since been updated.

The post 11 Tips to Increase Instagram Reach appeared first on Rival IQ.

Whether you need a fresh perspective or just a little inspiration, we’ve got you covered. We’re tackling social media content creation and exploring the tried-and-true best practices that can elevate your posts from good to great.

From understanding your target audience to optimizing your content for different platforms, we’ll walk you through the step-by-step process of crafting engaging posts that resonate. Along the way, we’ll share real-life examples, expert insights, and actionable tips. But before we get started on those steps, let’s cover the basics.

What Is Social Media Content Creation?

To keep it simple, social media content creation is exactly what it sounds like: creating the content that fills up your brand’s social media feeds. It’s the foundation of any social media strategy because, without content, there’s nothing to engage with.

But it’s not just about making something and posting it. Good content is intentional. It’s designed to connect with your audience, tell your brand’s story, and (ideally) drive some kind of action — whether that’s a like, a comment, or a sale.

For brands, content creation can sometimes feel like an endless cycle. But when done right, it’s a powerful way to build relationships, boost brand awareness, and keep your audience engaged. The key is knowing what kind of content works best for your brand and audience, which brings us to our next point.

Types of Social Media Content

Social media isn’t one-size-fits-all. Different platforms favor different content styles, and your audience likely engages with a mix of formats. Here’s a rundown of what you’ll be working with:

• Images: The backbone of most social platforms. This includes single images, carousels (multi-image posts that let users swipe through), and designed graphics or infographics.
• Videos: We’ve got short-form (Reels, TikToks, Shorts), long-form (YouTube, LinkedIn webinars), live videos, and even different orientations (vertical vs. horizontal). Whether you’re looking to create attention-grabbing content or dive deep with detailed tutorials, videos offer endless possibilities.
• Captions: More than just words under a post, captions can educate, entertain, or inspire action. They can be short and snappy or long-form storytelling, depending on your brand’s style.
• Stories & Ephemeral Content: Typically lasting only 24 hours, this type of content is great for sharing casual, time-sensitive updates.
• Text-Based Posts: Popular on platforms like Twitter (X) and LinkedIn, these posts can range from long and thought-provoking to short and funny.
• Interactive Content. Encourage audience participation by posting interactive content such as polls, quizzes, contests, and interactive stories. Not only are they an effective way to boost engagement, but you can also gain valuable customer insights.
• User-Generated Content (UGC): Sharing content your customers create about your brand can build trust and encourage more engagement.
• GIFs and Memes: Injecting humor and relatability into your social media strategy can help you resonate with your audience. These light-hearted and often viral content formats can help humanize your brand and add a touch of fun to your posts.

Each type of content serves a different role, and the best social media strategies mix them up to keep things fresh. The goal? To create content that feels valuable and engaging — not just noise in someone’s feed.

Top Tools for Social Media Content Creation

Now that we’ve covered the types of social media content you can create, let’s talk tools. Having the right tools in your arsenal can make a world of difference in streamlining your workflow, boosting creativity, and maintaining consistency. Here are some essential categories of tools you might want to explore:

• Design & Editing Tools: For creating eye-catching visuals and graphics. Consider Canva for a beginner-friendly interface or Adobe Creative Cloud for more comprehensive editing capabilities.
• Video Editing Tools: To create and polish video content, whether that means quick clips or longer narratives. CapCut and InShot are two popular tools you might want to try.
• Collaboration & Project Management Tools: Stay organized and on top of your content schedule with tools like Trello for project management or Slack for team communication.
• Scheduling & Automation Tools: To plan posts and automate your content calendar across platforms. Buffer, Sendible, and Later are a few examples.
• Analytics & Reporting Tools: For tracking performance, measuring engagement, and refining your strategy based on data. Most social platforms report native analytics, but you can also use a dedicated social media analytics platform like Rival IQ.

Having these tools in your toolkit sets the foundation, but truly effective social media content creation requires a strategy. Let’s dive into the seven essential steps for creating content that resonates with your audience.

1. Establish Your Goals

When it comes to social media content, it’s easy to get caught up in the frenzy of posting without a clear purpose. That’s why taking the time to define your goals upfront is key.

Are you looking to boost brand awareness or increase website traffic? Is your focus on generating leads or strengthening customer engagement? Establishing clear goals provides a roadmap for your content strategy, helping you stay focused and align your efforts with your overall business objectives.

For instance, let’s say your goal is to generate leads. In this case, you may want to create content that offers value to your audience and encourages them to take action. Consider crafting enticing offers, such as downloadable guides or free trials, and promoting them through well-crafted social media posts that highlight the benefits.

When setting goals for your social media content, it’s important to ensure they are specific, measurable, attainable, relevant, and time-bound (SMART). For example, rather than aiming for generic goals like “increase followers,” consider setting more targeted objectives like “increase organic followers by 10% within the next three months.”

By establishing clear goals, you’ll be able to create content that drives meaningful results. Setting goals is an ongoing process, so regularly evaluate your progress and adjust your content strategy accordingly.

2. Get to Know Your Audience

Understanding your audience is the foundation of effective social media content creation. You can have the most visually stunning posts and the wittiest captions, but if they don’t resonate with your target audience, they won’t generate the desired engagement.

To truly get to know your audience, it’s important to dig deeper than just demographics. Take the time to understand their needs, challenges, and aspirations. What motivates them? What are their pain points? Conducting audience research and analyzing data can provide valuable insights that inform your content strategy.

It will also help to understand their social media habits. Which platforms are most popular with your target audience? What kind of content has been trending among them? If you already have an established audience, you can even learn more about the day and times they’re most active on a particular platform, allowing you to tune in on the best times to post.

With Rival IQ, you can even compare your performance to your competitive landscape to find opportunities for increased engagement, as shown below.

Keep in mind that your social media content isn’t just about promoting your brand. You want to provide value to your audience and build a genuine connection. By getting to know your audience and creating content that speaks to their interests and needs, you can encourage engagement and loyalty and, ultimately, drive your social media success.

3. Research the Competition

Staying on top of the latest trends and tactics is crucial for creating good content. One effective way to gain inspiration and insights is by researching and analyzing what your competitors are doing.

By studying their successful content, you can learn valuable lessons, identify gaps in the market, and discover new ideas to incorporate into your own strategy. Here’s how to get started.

Identify Your Competitors

Start by identifying your direct competitors in your industry or niche. Look for brands that have a similar target audience and are actively engaging on social media platforms. For instance, if you’re in the fitness industry, you may want to analyze successful content from brands like Nike or Gymshark.

Analyze Their Top-Performing Content

Dive deep into your competitors’ social media profiles and explore their content strategies. Pay attention to the type of content they share, their posting frequency, and the engagement they receive. Look for patterns or themes that resonate with their audience.

As an example, you could take a quick look at Gymshark’s Instagram and see how the brand has built a massive following by sharing inspiring workout videos, posting motivational messages, and showcasing its products in action through user-generated content.

You can then take your analysis a step further with tools that provide more insights into your competitors’ performance. For instance, with Rival IQ, you’d learn that Gymshark also saw major success with posts about its Lift: Miami event. Official photos from the event (rather than just UGC) were some of its most engaging posts this year — an insight that’s not super obvious from just looking at its page.

For instance, the post below earned a 1.8% engagement rate by follower. That’s more than double its average engagement rate for the year so far (0.73%).

Draw Inspiration but Stay True to Your Brand

While researching your competition, don’t be afraid to draw inspiration from their successful content. Of course, the goal is not to copy your competitors outright but rather to learn from their success and adapt it to your unique brand style. Be open to learning from others while striving to create content that reflects your brand’s voice, personality, and values.

4. Craft Content for Different Platforms

Each platform has its own unique characteristics and audience preferences, so understanding these nuances will help you create content that truly resonates. Here are some platform-specific tips to elevate your social media game.

Instagram

With its focus on visual storytelling, Instagram offers a great opportunity to showcase your brand’s personality and aesthetic. Brands that can deliver eye-catching and entertaining visuals thrive on this platform. An excellent example of this is National Geographic, which shares captivating images alongside inspirational stories to engage its audience.

Be intentional with the quality of the images and videos that you post on Instagram. Leverage Instagram Stories to share behind-the-scenes glimpses, conduct polls, or even host Q&A sessions to encourage audience engagement. Explore the use of relevant hashtags to expand your reach and consider collaborating with influencers to boost your brand’s visibility.

Twitter

With its roots as a micro-blogging site, Twitter is all about concise and timely communication. Craft short, snappy tweets to match the fast-paced nature of Twitter. Use hashtags strategically and participate in relevant conversations. Take advantage of Twitter’s multimedia options by eye-catching sharing images, videos, and GIFs to make your tweets stand out in the quick-moving feed.

Don’t be afraid to let your brand personality boldly come through in your tweets. Brands like Wendy’s, for instance, have embraced their unique brand voice, incorporating witty memes and funny GIFs into their Twitter strategy, earning them a loyal following and driving engagement. In fact, the fast food brand continues to thrive on Twitter despite multiple industries seeing a notable decline on the platform.

As our 2025 Social Media Industry Benchmark Report revealed, the median engagement rate on Twitter across all industries is 0.015%, around half of the rate of the year before (0.029%). Meanwhile, Wendy’s has achieved an average engagement rate of 0.16% so far this year. Some posts, like the one below about the TikTok ban, scored a 0.64% engagement rate (that’s 42x greater than the median!).

Facebook

With its diverse user base, Facebook offers a broader canvas for content. On this platform, feel free to mix up your posts with a combination of text, images, videos, and links in order to create engaging posts that spark conversations and encourage audience interaction. Consider also leveraging Facebook Live to engage in real time with your audience through Q&A sessions, product demonstrations, or behind-the-scenes tours. https://www.rivaliq.com/blog/top-industries-using-twitter/

Netflix is one example of a brand that’s really embraced all the different content formats Facebook has to offer, from video trailers to sneak-peek images of upcoming episodes. For instance, the streaming giant takes advantage of how easy it is to share links on Facebook, using the platform to direct its audience to articles on Netflix Tudum, its official companion site that delivers exclusive interviews, behind-the-scenes content, and more.

TikTok

Known for its short-form videos, TikTok thrives on creativity and embraces trends. Experiment with catchy music, engaging transitions, and creative effects to make your content stand out. Go all in with the platform’s trending challenges and audios to create content that’s relevant and resonates with your target audience.

With countless creators making waves on the app, you can also collaborate with influencers to amplify your reach and engage with the platform’s highly interactive community. For instance, Chime worked with Keith Lee, the taste-testing TikToker with 17M followers, and Dallas Mavericks Center Dereck Lively II, to treat shoppers to a free month of groceries for Random Acts of Kindness Day.

5. Experimenting with Diverse Content Types

By incorporating a range of media elements, you can keep your followers engaged and tap into their varied preferences. Experimentation is key. Don’t be afraid to test new content styles, try out emerging formats, and adapt them to your brand’s unique voice.

More importantly, you want to take note of what works well for your audience and adjust accordingly. What type of post generates the highest engagement? What about for others in your competitive landscape?

For instance, a look at the beauty brand Benefit’s post type analysis shows that, while the brand mostly posts reels, it’s actually carousels that garner the most engagement in its landscape.

If Benefit’s looking to boost engagement, experimenting with more carousel posts would certainly be a good place to start.

6. Engage Through Authenticity

In today’s social media landscape, authenticity has become a key driver in building a strong social media presence. People crave genuine connections and want to engage with brands that are transparent and real. By embracing authenticity, you can build a strong social media presence that fosters trust, loyalty, and meaningful interactions.

One effective way to engage your audience is by sharing behind-the-scenes moments and personal stories. Take inspiration from brands like Glow Recipe, who often give their followers a glimpse into their process, such as in the post below showing how they got an iconic photo. By being transparent about your business, you build trust and foster a sense of loyalty.

Maintaining a consistent brand voice and style is also crucial. Whether it’s a witty and playful tone like Wendy’s on Twitter or a polished and aspirational style like Nike’s on Instagram, find a voice that aligns with your brand values and appeals to your target audience. Consistency across platforms can help you create a recognizable and memorable brand identity.

Finally, don’t forget to actually interact with your audience. With engagement as the most valuable currency on social, be sure to encourage interactions and initiate conversations. Respond to comments, acknowledge feedback, and show appreciation for your followers. By nurturing these interactions, you’ll create an engaged community around your brand and a social media presence that stands out from the crowd.

7. Track and Improve Your Success

Social media content creation is just the first step. To truly maximize your impact and continuously improve, you need to track and measure your success. By monitoring the performance of your content, you can gain valuable insights into what works and what doesn’t, enabling you to refine your strategy and achieve better results.

Collect data on how well your content performs, then look for patterns and correlations between your content and the metrics. Analyze which types of posts generate the most engagement, which platforms yield the highest reach, which content drives the most conversions, etc.

Fortunately, there are various tools and platforms available to help you measure and analyze your social media performance. For instance, with our user-friendly interface and robust features, Rival IQ makes it easy to track your social media metrics and benchmark your success against your competitors.

Start analyzing with a free Rival IQ trial.

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Dive deep into your analytics to uncover patterns and trends that can inform your content strategy. For example, you might discover that certain types of posts generate higher engagement or that specific times of the day are optimal for reaching your target audience.

Once you have identified areas for improvement, take action. Experiment with different content formats, themes, and posting schedules based on your findings. Continuously test and refine your approach to ensure that your content remains fresh, relevant, and engaging. With the right tools and a data-driven mindset, you’ll be well-equipped to create social media content that captivates your audience and delivers meaningful results.

The Wrap Up

In a world where social media has become a vital part of our lives, the power of good content can’t be underestimated. Now, armed with the best practices and inspiration from this blog, it’s time for you to get started on social media content creation that works.

Remember, social media is ever-evolving, so stay curious and open to learning. Embrace the challenges and seize the opportunities that come your way. Most importantly, have fun creating content that captivates, inspires, and connects with your audience.

This post was originally published in 2023 and has since been updated.

The post The Ultimate Guide to Creating Effective Social Media Content appeared first on Rival IQ.