2021 Social Media Industry Benchmark Report<\/a>, so we rolled up our sleeves and pushed our glasses up our noses to really geek out.<\/p>\nWhat to expect<\/h2>\n
Let\u2019s set some expectations so readers of our usual content don\u2019t run away screaming:<\/p>\n
\n- Cursing abounds: <\/b>It was a f*cking weird year, and we will swear like sailors when explaining what happened because some of it is, well, f*cking weird.<\/li>\n
- Language matters: <\/b>Throughout this report, we refer to the June and July 2020 time period as the Murder of George Floyd by white police officer Derek Chauvin instead of a more mild \u201cBlack Lives Matter\u201d or \u201cJune protests\u201d on purpose. We believe it\u2019s important to attribute any negative social media impact to the despicable actions of police officers working within a white supremacist system instead of to everyone, and especially Black, Indigenous, and People of Color leaders, who bravely protested these actions. We sincerely hope this language is not triggering to the BIPOC community but if we made the wrong language choice, we would be honored if you expended the emotional labor to tell us about it on Twitter<\/a>.<\/li>\n
- We\u2019re going granular: <\/b>Each year in our benchmark report, we share the median values for engagement rates and posts per week, in both cross-industry and per-industry forms. Evaluating these benchmarks across the year helps us understand how these numbers are evolving over time and illustrates the impact of national and world events on the metrics, but in this report we\u2019re going to break things down by quarter and even major event so you can see the impacts of a tumultuous year.<\/li>\n<\/ul>\n
Let\u2019s take a look at these numbers channel-by-channel to gain that understanding.<\/p>\n