{"id":31758,"date":"2023-02-21T16:48:04","date_gmt":"2023-02-21T16:48:04","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=31758"},"modified":"2024-02-28T00:58:29","modified_gmt":"2024-02-28T00:58:29","slug":"social-media-industry-benchmark-report-2023","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/social-media-industry-benchmark-report-2023\/","title":{"rendered":"2023 Social Media Industry Benchmark Report"},"content":{"rendered":"<p>Bust out your pocket protectors and spectacles: it&#8217;s time for the 2023 edition of the Social Media Industry Benchmark Report!<\/p>\n<p>As usual, the report features tons of social media benchmarks and metrics from 14 top industries: Alcohol, Fashion, Financial Services, Food &amp; Beverage, Health &amp; Beauty, Higher Education, Home Decor, Influencers, Media, Nonprofits, Retail, Sports Teams, Tech &amp; Software, and Travel.<\/p>\n<p>Savvy marketers know it&#8217;s impossible to evaluate your brand&#8217;s social media performance without looking at how competitors in your industry are doing too. That&#8217;s why we analyzed more than 5 million posts and 9 billion (!) likes, comments, and favorites on Facebook, Instagram, Twitter, and new this year, TikTok from top brands in every major industry to bring you the freshest social media benchmark data for posting frequency, post types, hashtags, and more.<\/p>\n<p>Now, let\u2019s get benchmarking!<\/p>\n<h2>Social Media Benchmark Key Takeaways<\/h2>\n<table>\n<tbody>\n<tr>\n<td style=\"border: none; vertical-align: top;\" width=\"15%\"><img decoding=\"async\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/icon-engagement-down.png\" alt=\"Icon of decreasing engagement rates\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong>Brands seeing less organic engagement this year.<\/strong><br \/>\nEngagement rates are on the decline for Instagram for the third year in a row but holding pretty steady for Facebook and Twitter.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: none; vertical-align: top;\" width=\"15%\"><img decoding=\"async\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/icon-posts-down.png\" alt=\"Icon of calendar\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> Posting frequency is on the decline. <\/strong><br \/>\nPost frequency is flat on Instagram but took a ~20% dive on Facebook and Twitter.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: none; vertical-align: top;\" width=\"15%\"><img decoding=\"async\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/icon-hashtag-purple.png\" alt=\"Icon of hashtag\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> It\u2019s all about the holiday hashtags. <\/strong><br \/>\nAlmost every industry earned top engagement rates from holiday-hashtagged posts, while contests and giveaways were less popular than in other years.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: none; vertical-align: top;\" width=\"15%\"><img decoding=\"async\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/icon-reel-purple.png\" alt=\"Icon of Instagram reels\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong>Every brand should post Reels on Instagram.<\/strong><br \/>\nReels have officially entered the chat on Instagram, dethroning ever-popular carousels for many industries in the race for the most engaging post type.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: none; vertical-align: top;\" width=\"15%\"><img decoding=\"async\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/icon-tiktok-purple.png\" alt=\"Icon of TikTok logo\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> TikTok is topping the charts. <\/strong><br \/>\nWith a median engagement rate of 5.69%, TikTok was every industry\u2019s best friend this year.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<style>body{overflow:unset;}<\/style>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2023\/02\/003-benchmark-horiz-1200-628.png>\n  <div class=\"cta-wrapper\"> <p>\n   Grab the full 2023 Benchmark Report  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/download-social-media-industry-benchmark-report-2023 style=\"\">Download the report now <\/a><\/div>\n<\/div>\n\n\n<div class=\"nav-toc\">\n<h6>INDUSTRIES<\/h6>\n<ul>\n<li><a class=\"nav-toc__link\" href=\"#title-all-industry\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>All Industry<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-alcohol\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Alcohol<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-fashion\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Fashion<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-financial-services\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Financial Services<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-food-beverage\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Food &amp; Beverage<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-health-beauty\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Health &amp; Beauty<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-higher-ed\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Higher Ed<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-home-decor\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Home Decor<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-influencers\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Influencers<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-media\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Media<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-nonprofits\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Nonprofits<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-retail\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Retail<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-sports-teams\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Sports Teams<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-tech-software\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Tech &amp; Software<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-travel\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Travel<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-methodology\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Methodology<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-live-benchmarks\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Live Benchmarks<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#top\"><i class=\"x-icon--circle-o\" data-x-icon-s=\"\uf0a9\" aria-hidden=\"true\"><\/i>Back to Top<\/a><\/li>\n<\/ul>\n<\/div>\n<h2 id=\"title-all-industry\">All-Industry Social Media Benchmarks<\/h2>\n<h3 id=\"\">All-Industry: Facebook<\/h3>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-010-700w@2x.png\" alt=\"Chart of Average Facebook engagement rate per post, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Facebook engagement rate per post, all industries<\/p><\/div>\n<p class=\"p1\">The all-industry Facebook median declined a little this year. Tech &amp; Software brands managed a slight increase, and Retail and Travel stayed flat.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-011-700w@2x.png\" alt=\"Chart of Average Facebook posts per week, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Facebook posts per week, all industries<\/p><\/div>\n<p>Median posting frequency on Facebook declined by a few points this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-012-700w@2x.png\" alt=\"Chart of Facebook posts per week vs. engagement rate per posts, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week vs. engagement rate per post, all industries<\/p><\/div>\n<p>Influencers (infrequent posters) and Sports Teams (frequent posters) earn consistently high marks on Facebook despite a big delta in posting frequency.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-013-700w@2x.png\" alt=\"Chart of Average Instagram engagement rate per post, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Instagram engagement rate per post, all industries<\/p><\/div>\n<p>Instagram engagement rates fell by about 30% this year, which isn\u2019t the news hardworking content creators were hoping for.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-014-700w@2x.png\" alt=\"Chart of Average Instagram posts per week, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Instagram posts per week, all industries<\/p><\/div>\n<p>The median posting frequency across all industries increased by a hair this year on Instagram.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-015-700w@2x.png\" alt=\"Chart of Instagram posts per week vs. engagement rate per posts, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week vs. engagement rate per post, all industries<\/p><\/div>\n<p>Higher Ed was the clear engagement winner on Instagram despite below-median posting frequency, suggesting more isn\u2019t always better on Instagram (though second-place Sports Teams might beg to differ).<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-016-700w@2x.png\" alt=\"Chart of Average Twitter engagement rate per tweet, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Twitter engagement rate per tweet, all industries<\/p><\/div>\n<p class=\"p1\">Engagement rates were almost flat on Twitter, reminding us that sometimes no news is good news.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-017-700w@2x.png\" alt=\"Chart of Average Twitter tweets per week, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Twitter tweets per week, all industries<\/p><\/div>\n<p>Tweeting frequency decreased by about 20% this year across all industries, which isn\u2019t too surprising given all the Twitter turmoil.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-018-700w@2x.png\" alt=\"Chart of Twitter tweets per week vs. engagement rate per posts, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter tweets per week vs. engagement rate per tweet, all industries<\/p><\/div>\n<p>Frequent tweeters Higher Ed and Sports Teams came out ahead on Twitter this year, but last-place Media showed other industries that higher tweet frequency isn\u2019t always better.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-019-700w@2x.png\" alt=\"Chart of Average TikTok engagement rate per post, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average TikTok engagement rate per post, all industries<\/p><\/div>\n<p>Higher Ed, Sports Teams, and Financial Services led the pack on TikTok engagement this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-020-700w@2x.png\" alt=\"Chart of Average TikTok posts per week, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average TikTok posts per week, all industries<\/p><\/div>\n<p>Media and Health &amp; Beauty brands posted the most on TikTok this year, while Alcohol and Food &amp; Beverage brands brought up the rear.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-021-700w@2x.png\" alt=\"Chart of TikTok posts per week vs. engagement rate per posts, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">TikTok posts per week vs. engagement rate per post, all industries<\/p><\/div>\n<p>Higher Ed sees epic engagement rates on TikTok but is one of the least frequent posters, while Media brands\u2019 lagging engagement rates prove once again that more posting isn\u2019t necessarily better.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-022-700w@2x.png\" alt=\"Chart of Engagement rate benchmarks vs time, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Engagement rate benchmarks vs time, all industries<\/p><\/div>\n<p>Engagement rates were fairly flat on Facebook and Twitter, but Instagram engagement rates took a 30% dip this year.<\/p>\n<p>Since this is our first year publishing benchmarks for TikTok, we can\u2019t draw any YoY conclusions there just yet.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-023-700w@2x.png\" alt=\"Chart of Posting frequency benchmarks vs time, all industries, undefined\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Posting frequency benchmarks vs time, all industries<\/p><\/div>\n<p>Instagram post frequency was flat this year, while brands decreased their investment in creating content on both Facebook and Twitter.<\/p>\n<h2 id=\"title-alcohol\">Alcohol Social Media Benchmarks<\/h2>\n<p>Alcohol brands were just one step away from the podium on Facebook and Twitter. These brands earned median engagement rates on Instagram while struggling on TikTok.<\/p>\n<p>A few ways Alcohol brands can keep up the pace:<\/p>\n<ul>\n<li>Try experimenting with posting frequency, since Alcohol brands consistently post less frequently than other industries.<\/li>\n<li>Holidays like Father\u2019s Day and Valentine\u2019s Day topped the hashtag charts this year for Alcohol brands.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/alcohol-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Alcohol live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-025-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Alcohol<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/19crimes.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">19 Crimes<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/athleticbrewing.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Athletic Brewing Co.<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.geneseebeer.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Genessee Brewery<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.hendricksgin.com\/us\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hendrick\u2019s Gin<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.russianriverbrewing.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Russian River Brewing<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/stellarosawines.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Stella Rosa Wines<\/span><\/a>.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-026-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Alcohol<\/p><\/div>\n<p>Alcohol brands were much likelier to post a photo on Facebook than any other post type, which has paid off, since photo posts outperformed all other post types by a mile.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-027-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Alcohol<\/p><\/div>\n<p>Carousels grabbed the highest engagement rates for Alcohol brands, who were much likelier to post photos on Instagram. Consider combining a few of those single-photo posts into high-performing carousels.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-028-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Alcohol<\/p><\/div>\n<p>Alcohol brands saw the most success with photo tweets this year, but still ran in the middle of the industry pack on Twitter.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-029-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Alcohol<\/p><\/div>\n<p>Alcohol brands rocked holiday hashtags like #BlackFriday and beer-themed hashtags like #Stout and #HazyIPA on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-030-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Alcohol<\/p><\/div>\n<p>Alcohol followers were quick to smash the like button when tweets mentioned holidays like Father\u2019s Day and Valentine\u2019s Day.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-031-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Alcohol\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Alcohol<\/p><\/div>\n<p>It\u2019s no surprise that beer-related hashtags and the ever-present #FYP hashtag were top performers for Alcohol brands on TikTok this year.<\/p>\n<h2 id=\"title-fashion\">Fashion Social Media Benchmarks<\/h2>\n<p>Fashion brands were at or near the bottom of the pack on Facebook, Instagram, and Twitter, but earned near-median engagement rates on TikTok.<\/p>\n<p>Some suggestions for Fashion brands:<\/p>\n<ul>\n<li>Invest more in TikTok, which is paying more engagement dividends than other channels right now.<\/li>\n<li>Try pulling back on post frequency on Facebook and Instagram with an eye towards higher-quality content.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/fashion-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Fashion live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-033-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Fashion<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/athleta.gap.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Athleta<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.goodamerican.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Good American<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.houseofcb.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">House of CB<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/us.loungeunderwear.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lounge<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.na-kd.com\/en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">NA-KD<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.stoneisland.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Stone Island<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-034-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Fashion<\/p><\/div>\n<p>Photos were twice as engaging as other post types for Fashion brands on Facebook.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-035-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Fashion<\/p><\/div>\n<p>As for many other industries, Reels and carousels topped the engagement charts for Fashion brands this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-036-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Fashion<\/p><\/div>\n<p>Fashion brands were all about the photos this year on Twitter and barely put any energy into low-performing status and link tweets.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-037-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Fashion<\/p><\/div>\n<p>Giveaway-themed hashtags performed 3x as well as the next highest hashtags for Fashion brands on Instagram.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-038-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Fashion<\/p><\/div>\n<p>Giveaway hashtags blew other hashtags out of the water for Fashion brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-039-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Fashion\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Fashion<\/p><\/div>\n<p>TikTok-specific hashtags like #duet and #foryou performed well for Fashion brands, while more standard hashtags like #travel and #dance also earned top engagement.<\/p>\n<h2 id=\"title-financial-services\">Financial Services Social Media Benchmarks<\/h2>\n<p>Financial Services brands grabbed a fourth-place finish on TikTok while earning below-median engagement rates on Facebook and Instagram and posting less frequently than other industries on these channels.<\/p>\n<p>A few ideas for Financial Services brands:<\/p>\n<ul>\n<li>Try repackaging video content from other channels for use on TikTok to capitalize on strong engagement rates there.<\/li>\n<li>Educational hashtags like #FinancialLiteracy and #LearnOnTikTok were top performers, proving FinServ followers are down to learn.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/financial-services-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Financial Services live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-041-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Financial Services<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.bmoharris.com\/main\/personal\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">BMO<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.creditonebank.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Credit One Bank<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.halkbank.com.tr\/en.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Halkbank<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/robinhood.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Robinhood<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.scotiabank.com\/global\/en\/global-site.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Scotiabank<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.td.com\/us\/en\/personal-banking\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TD Bank<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-042-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Financial Services<\/p><\/div>\n<p>Photo posts earn twice the engagement of Financial Services\u2019 next most engaging post type on Facebook, so it\u2019s smart these brands are leaning into the photos.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-043-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Financial Services<\/p><\/div>\n<p>Carousel posts earned top engagement for Financial Services brands on Instagram this year, with videos and Reels surprisingly bringing up the rear.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-044-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Financial Services<\/p><\/div>\n<p>Status, video, and photo tweets all earned basically the same engagement rates for Financial Services brands on Twitter this year, proving these brands were right to stay away from link tweets.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-045-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Financial Services<\/p><\/div>\n<p>Hashtags like #FinancialLiteracy and #Investing proved educational tweets were also engaging ones for Financial Services brands on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-046-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Financial Services<\/p><\/div>\n<p>Holiday hashtags like #Father\u2019sDay and #MerryChristmas performed well for Financial Services brands this year, as did industry-related hashtags like #FinTech and #Finance.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-047-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Financial Services\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Financial Services<\/p><\/div>\n<p>Financial Services used industry-related hashtags like #FinTok, #FinTech, and #MoneyTips to help followers (and the algorithm) understand the content of their videos.<\/p>\n<h2 id=\"title-food-beverage\">Food &amp; Beverage Social Media Benchmarks<\/h2>\n<p>Food &amp; Beverage brands lagged on Facebook and Instagram when it came to engagement rates and were low posters across the board.<\/p>\n<p>Some ideas for improvement:<\/p>\n<ul>\n<li>Experiment with posting frequency to see if more posting engages fans better.<\/li>\n<li>Holidays were a hashtag hit across all channels, as were chances to go #BehindTheScenes with chefs and food personalities.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/food-and-beverage-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Food &amp; Beverage live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-049-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Food &amp; Beverage<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.beyondmeat.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Beyond Meat<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/premierbodyarmor.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Body Armor<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.breyers.com\/us\/en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Breyer\u2019s<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/gfuel.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">G Fuel<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.goya.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Goya Foods<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.otsuka.co.jp\/en\/nutraceutical\/products\/pocarisweat\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">POCARI SWEAT<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-050-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Food &amp; Beverage<\/p><\/div>\n<p>No surprise here that delicious photos of snacks and drinks performed well for Food &amp; Beverage brands on Facebook by helping fans eat with their eyes at their favorite restaurants or eateries.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-051-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Food &amp; Beverage<\/p><\/div>\n<p>Reels were most likely to grab high engagement rates for Food &amp; Beverage brands on Instagram this year despite the industry\u2019s obsession with static photo posts.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-052-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Food &amp; Beverage<\/p><\/div>\n<p>Unlike on Instagram, photo tweets topped the charts for Food &amp; Beverage brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-053-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Food &amp; Beverage<\/p><\/div>\n<p>Healthy eating hashtags like #HealthyFood, #Vegan, and #GlutenFree topped the charts for Food &amp; Beverage brands on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-054-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Food &amp; Beverage<\/p><\/div>\n<p>Holidays like #ValentinesDay dominated for Food &amp; Beverage brands on Twitter this year as followers posted pics from romantic meals.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-055-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Food &amp; Beverage\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Food &amp; Beverage<\/p><\/div>\n<p>The #viral hashtag definitely did its job for Food &amp; Beverage brands on TikTok this year. Followers also enjoyed a #BehindTheScenes look at what their favorite restaurants or chefs were up to.<\/p>\n<h2 id=\"title-health-beauty\">Health &amp; Beauty Social Media Benchmarks<\/h2>\n<p>Health &amp; Beauty brands struggled to engage fans and followers compared to their fellow industries, earning engagement rates that were about half the median across all four channels.<\/p>\n<p>A few growth ideas:<\/p>\n<ul>\n<li>Continue favoring TikTok and Instagram while keeping efforts low on Twitter, which doesn\u2019t have much engagement payoff in this industry.<\/li>\n<li>Investing in Reels content is working\u2014keep going.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/health-and-beauty-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Health &amp; Beauty live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-057-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Health &amp; Beauty<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.avoskinbeauty.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Avoskin<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.eminacosmetics.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Emina Cosmetics<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.hauslabs.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Haus Labs<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.primor.eu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Primor<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.purcosmetics.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">P\u00dcR<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.voluspa.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Voluspa<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-058-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Health &amp; Beauty<\/p><\/div>\n<p>Health &amp; Beauty brands were three times likelier to post a photo on Facebook than any other post type, which paid off with the highest engagement rates of the bunch.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-059-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Health &amp; Beauty<\/p><\/div>\n<p>Reels performed well for Health &amp; Beauty brands this year thanks in part to a strong investment in creating that type of post on the regular.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-060-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Health &amp; Beauty<\/p><\/div>\n<p>Photo tweets performed about 50% better than other tweet types for Health &amp; Beauty brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-061-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Health &amp; Beauty<\/p><\/div>\n<p>The #MerryChristmas hashtag brought the holiday spirit by performing twice as well for Health &amp; Beauty brands as the next most engaging Instagram post this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-062-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Health &amp; Beauty<\/p><\/div>\n<p>Health &amp; Beauty Twitter followers jumped at the chance to score free swag with #giveaway posts, and holiday- and skincare-themed hashtags were also a hit.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-063-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Health &amp; Beauty\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Health &amp; Beauty<\/p><\/div>\n<p>Like many industries, Health &amp; Beauty was all about the TikTok hashtags that helped users easily identify what videos were about like #HairRoutine and #LipCombo.<\/p>\n<h2 id=\"title-higher-ed\">Higher Ed Social Media Benchmarks<\/h2>\n<p>Colleges and universities earned gold with 5x the median engagement rate on Instagram and 3x the engagement rate on Twitter. Higher Ed also rocked the bronze on Facebook and the silver on Twitter thanks to engaging content.<\/p>\n<p>For even higher Higher Ed engagement rates:<\/p>\n<ul>\n<li>Don\u2019t be afraid to shake up post types beyond photos.<\/li>\n<li>Followers love posts hashtagged with campus activities like #graduation or #CollegeMoveIn, so don\u2019t be afraid to give a taste of college life.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/higher-ed-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Higher Ed live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-065-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Higher Ed<\/p><\/div>\n<p>Notable schools in this year&#8217;s report include <a href=\"https:\/\/www.lsu.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Louisiana State University<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.usna.edu\/homepage.php\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">United States Naval Academy<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.siena.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Siena College<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.syracuse.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Syracuse University<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.tcu.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Texas Christian University<\/span><\/a><span style=\"font-weight: 400;\">, and the <\/span><a href=\"https:\/\/www.usfca.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">University of San Francisco<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-066-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Higher Ed<\/p><\/div>\n<p>Photo posts earned twice the engagement of the next most engaging post type on Facebook for Higher Ed this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-067-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Higher Ed<\/p><\/div>\n<p>Carousel posts earned top engagement on Instagram this year for Higher Ed while video posts lagged big time. Just look at the University of Chicago for some carousel inspo: their most engaging post of the year was a homecoming wrap-up post.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-068-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Higher Ed<\/p><\/div>\n<p>Links underperformed on Twitter for Higher Ed this year, while photos and videos earned much higher engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-069-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Higher Ed<\/p><\/div>\n<p>Higher Ed Instagram followers ate up posts about the newest students admitted with the #Classof2026 hashtag, which performed about 50% better than the next highest-performing hashtag.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-070-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Higher Ed<\/p><\/div>\n<p>Colleges and universities were all about holiday-themed hashtags on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-071-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Higher Ed\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Higher Ed<\/p><\/div>\n<p>#HESM-themed hashtags like #graduation and #college earned astronomical engagement rates on Higher Ed TikTok this year.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2018\/12\/book-mockup-ig.png>\n  <div class=\"cta-wrapper\"> <p>\n   Hungry for more benchmarking? We\u2019ve got the definitive guide to all things Instagram Stories.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/blog\/instagram-stories-benchmark-report style=\"\">Grab the guide <\/a><\/div>\n<\/div>\n\n\n<h2 id=\"title-home-decor\">Home Decor Social Media Benchmarks<\/h2>\n<p>Home Decor brands earned engagement rates towards the bottom of the pack on Facebook, Instagram, and Twitter. These brands were most competitive on TikTok, and focused efforts there.<\/p>\n<p>Some ideas for increasing engagement:<\/p>\n<ul>\n<li>Ride that TikTok success by increasing posting and engagement with followers.<\/li>\n<li>Giveaways are gold on Instagram, so keep up investment there.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/home-decor-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Home Decor live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-073-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Home Decor<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.arhaus.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Arhaus<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.dwell.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dwell<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/thehomeedit.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Home Edit<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.pamperedchef.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Pampered Chef<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.urbanbarn.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Urban Barn<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.veluxusa.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Velux<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-074-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Home Decor<\/p><\/div>\n<p>Home Decor brands were way likelier to post a photo on Facebook than any other post type, which is a smart move, since photos grabbed much higher engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-075-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Home Decor<\/p><\/div>\n<p>Home Decor brands were 4x as likely to post photos as any other post type. Try investing a little more in Reels, which earned top engagement rates this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-076-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Home Decor<\/p><\/div>\n<p>Home Decor brands might want to experiment with status tweets, which outperformed every other tweet type this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-077-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Home Decor<\/p><\/div>\n<p>Giveaway-tagged posts earned about 3x the engagement rates of the next most engaging Instagram hashtag for Home Decor brands this year, proving contests and giveaways are always a good idea.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-078-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Home Decor<\/p><\/div>\n<p>Contests and giveaways dominated for Home Decor brands on Twitter this year, with holiday hashtags like #BlackFriday and #Christmas also performing well.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-079-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Home Decor\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Home Decor<\/p><\/div>\n<p>Home Decor brands used hashtags like #TipsAndTricks and #HomeInspo to inspire and educate fans and followers.<\/p>\n<h2 id=\"title-influencers\">Influencers Social Media Benchmarks<\/h2>\n<p>Influencers earned 4x the median engagement rate on Facebook for a silver medal, and also killed it on Instagram. Influencers posted right around the median frequency on all three channels, suggesting they\u2019ve dialed in how often to post on social.<\/p>\n<p>Ideas to boost that engagement even more:<\/p>\n<ul>\n<li>Photos continue to be a great place to focus efforts on Facebook.<\/li>\n<li>Holiday-themed hashtags performed well for Influencers, as did hustle-focused hashtags like #entrepreneur and #business.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/influencers-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Influencers live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-081-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Influencers<\/p><\/div>\n<p>Notable Influencers in this year&#8217;s report include <a href=\"https:\/\/www.instagram.com\/songofstyle\/?hl=en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Song of Style<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/danielamenmd.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dr. Daniel Amend<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/jb.online\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Jordan Belfort<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.marieforleo.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Marie Forleo<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"http:\/\/www.oneikathetraveller.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Oneika the Traveller<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.patrickbetdavid.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Patrick Bet-David<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/soravjain.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sorav Jain<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"http:\/\/www.suzeorman.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Suze Orman<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-082-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Influencers<\/p><\/div>\n<p>Photos perform about twice as well as the next most engaging post type for Influencers, so concentrating efforts here is a smart move.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-083-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Influencers<\/p><\/div>\n<p>Reels, photos, and carousels earned near-equal engagement for Influencers this year on Instagram while video lagged behind.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-084-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Influencers<\/p><\/div>\n<p>Status updates were the most engaging tweet type for Influencers this year but were tweeted the least often of any tweet type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-085-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Influencers<\/p><\/div>\n<p>Influencers weren\u2019t afraid to get entrepreneurial on Instagram this year with hashtags like #Business, #Leadership, and #Entrepreneur.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-086-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Influencers<\/p><\/div>\n<p>#tbt was the top-performing hashtag for Influencers on Twitter this year, suggesting followers enjoyed getting to know content creators.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-087-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Influencers\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Influencers<\/p><\/div>\n<p>TikTok-themed hashtags like #fyp, #viral, and #trend helped Influencers hop onto the For You Page of fans and followers.<\/p>\n<h2 id=\"title-media\">Media Social Media Benchmarks<\/h2>\n<p>Media posted much more frequently than the median industry across all four channels but struggled to earn top engagement rates. These brands saw the most engagement success when keeping posting frequency in check on Instagram and TikTok.<\/p>\n<p>A few ideas to improve engagement rates:<\/p>\n<ul>\n<li>Hashtags based on current events will never go out of style for Media brands.<\/li>\n<li>Go beyond the link: visual posts like photos and videos performed way better.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/media-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Media live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-089-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Media<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.cbc.ca\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CBC<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/dailyhive.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Daily Hive Vancouver<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/hello-sunshine.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hello Sunshine<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/lovenature.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Love Nature<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.telegraph.co.uk\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Telegraph<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.vice.com\/en\/section\/news\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Vice News<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-090-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Media<\/p><\/div>\n<p>Videos and photos rock top engagement rates for Media brands on Facebook, though these brands were more than 15x as likely to post a link.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-091-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Media<\/p><\/div>\n<p>Reels earned about twice the engagement rates of video posts for Media brands on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-092-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Media<\/p><\/div>\n<p>Once again, Media brands heavily favored link tweets, but might want to invest more energy in video tweets, which grabbed more than 3x the engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-093-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Media<\/p><\/div>\n<p>As you\u2019d expect from outlets reporting on everything from the environment to current events, Media brands used a diverse array of hashtags on Instagram this year primarily related to trending topics like #50Cent and #JenniferAniston.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-094-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Media<\/p><\/div>\n<p>Just like on Instagram, hashtags on Twitter ranged far and wide for Media brands and earned low engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-095-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Media\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Media<\/p><\/div>\n<p>Media brands used a diverse array of hashtags on Twitter this year, with #SonsOfAnarchy and #ShiaLaBeouf topping the charts.<\/p>\n<h2 id=\"title-nonprofits\">Nonprofits Social Media Benchmarks<\/h2>\n<p>Nonprofits saw above-median engagement rates across all social channels this year and posted more often than the median industry, especially on Twitter.<\/p>\n<p>Suggestions for Nonprofits:<\/p>\n<ul>\n<li>Don\u2019t be afraid to play with posting frequency to try to replicate these stellar engagement rates with fewer posts.<\/li>\n<li>Investing in video content is a must across all channels for 2023.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/nonprofits-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Nonprofits live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-097-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Nonprofits<\/p><\/div>\n<p>Notable nonprofits in this year&#8217;s report include <a href=\"https:\/\/www.actionforchildren.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Action for Children<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/diabetes.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">American Diabetes Association<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.eltonjohnaidsfoundation.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Elton John AIDS Foundation<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.habitat.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Habitat for Humanity<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.oxfamamerica.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Oxfam America<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.womensmarch.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Women\u2019s March<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-098-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Nonprofits<\/p><\/div>\n<p>Photos earned top engagement rates for Nonprofits this year, who shared this post type 4x more often than any other.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-099-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Nonprofits<\/p><\/div>\n<p>Unlike many other industries, Nonprofits saw relatively similar engagement rates no matter the post type on Instagram this year, with carousel posts leading the pack as usual.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-100-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Nonprofits<\/p><\/div>\n<p>Videos earned top engagement rates for Nonprofits this year on Twitter, but the extra work that goes into producing a video meant photo and link tweets were more common for these organizations.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-101-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Nonprofits<\/p><\/div>\n<p>Holiday and seasonal hashtags like #Halloween, #Winter, and #BackToSchool earned top marks for Nonprofits on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-102-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Nonprofits<\/p><\/div>\n<p>Nonprofits used hashtags on Twitter to tackle issues like #WorldMentalHealthDay and #LGBTQIA+ rights.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-103-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Nonprofits\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Nonprofits<\/p><\/div>\n<p>Hashtags like #comedy and #BehindTheScenes stood way, way out for Nonprofits on TikTok this year, while holiday-themed hashtags also earned epic engagement rates.<\/p>\n<h2 id=\"title-retail\">Retail Social Media Benchmarks<\/h2>\n<p>Retail brands trailed behind other industries across all four channels this year, earning last-place engagement rates on Instagram and second-to-last on Facebook.<\/p>\n<p>Some ideas for improving social performance this year:<\/p>\n<ul>\n<li>Stick with photo posts to help drive up engagement while also experimenting with video, especially Reels and TikToks.<\/li>\n<li>Don\u2019t be afraid to use holiday- or product-themed hashtags to help fans and followers imagine Retail products in their spaces.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/retail-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Retail live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-105-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Retail<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/goop.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Goop<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.lowes.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lowe\u2019s<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.theperfumeshop.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Perfume Shop<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/reshoevn8r.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Reshoevn8r<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.seattlecoffeegear.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Seattle Coffee Gear<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.thebrick.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Brick<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-106-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Retail<\/p><\/div>\n<p>Photos earned 50% higher engagement rates than the next most engaging post type for Retail brands on Facebook, so this was a smart place to concentrate efforts.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-107-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Retail<\/p><\/div>\n<p>Reels rocked for Retail brands on Instagram this year and helped Igloo Coolers grab the Retail Instagram engagement rate gold.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-108-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Retail<\/p><\/div>\n<p>Retail brands saw engagement rates that were below the median this year, so leaning into top-performing photo tweets is a strong strategy.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-109-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Retail<\/p><\/div>\n<p>Retail brands helped fans and followers visualize holiday decoration ideas with hashtags like #ChristmasLights and #HalloweenIdeas.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-110-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Retail<\/p><\/div>\n<p>#Competition-hashtagged tweets earned twice the engagement rates as the next most engaging hashtag for Retail brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-111-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Retail\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Retail<\/p><\/div>\n<p>Hashtags that helped Retail brands show off their products like #haul, #OutfitInspo, and #SelfCare performed well on TikTok this year.<\/p>\n<h2 id=\"title-sports-teams\">Sports Teams Social Media Benchmarks<\/h2>\n<p>Sports Teams saw top engagement rates on Facebook and Twitter and were runners-up on Instagram and TikTok. Pretty impressive, especially since high posting frequency meant lots of chances to engage followers.<\/p>\n<p>Some ways to improve engagement rates even more:<\/p>\n<ul>\n<li>Posting early and often is working, so keep it up.<\/li>\n<li>Event-based hashtags like #FIFAWorldCup and #SuperBowl energized fans while helping them tune into big games.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/sports-teams-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Sports Teams live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-113-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Sports Teams<\/p><\/div>\n<p>Notable Sports Teams in this year&#8217;s report include <a href=\"https:\/\/www.mlb.com\/athletics\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Oakland Athletics<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/olympic.ca\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Canadian Olympic Committee<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.lafc.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Los Angeles Football Club<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.leedsunited.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Leeds United Football Club<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/mercury.wnba.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Phoenix Mercury<\/span><\/a><span style=\"font-weight: 400;\">, and the <\/span><a href=\"https:\/\/www.nhl.com\/devils\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">New Jersey Devils<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-114-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Sports Teams<\/p><\/div>\n<p>Photo posts on Facebook helped Sports Teams earn more than 4x the median engagement rate on this channel, putting these brands comfortably in first place.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-115-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Sports Teams<\/p><\/div>\n<p>Reels earned killer engagement rates for Sports Teams on Instagram this year even though they were posted less frequently than static post types. Sports Teams like the high-performing Czech Olympic team maximized engagement with Reels.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-116-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Sports Teams<\/p><\/div>\n<p>Sports Teams were twice as likely to tweet a photo as any other tweet type on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-117-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Sports Teams<\/p><\/div>\n<p>No surprise that Sports Teams saw high engagement on Instagram with World Cup hashtags.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-118-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Sports Teams<\/p><\/div>\n<p>Event-themed hashtags like #FIFAWorldCup and #SuperBowl helped Sports Teams succeed on Twitter, and fans also loved when teams moved to a #NewProfilePic.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-119-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Sports Teams\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Sports Teams<\/p><\/div>\n<p>Top hashtags on TikTok included a diverse array of sports like #Futbol, #NFL, and #Baseball.<\/p>\n<h2 id=\"title-tech-software\">Tech &amp; Software Social Media Benchmarks<\/h2>\n<p>Tech &amp; Software brands earned median engagement rates on Instagram and Twitter while struggling on Facebook and TikTok.<\/p>\n<p>Here are two ideas for improving engagement rates:<\/p>\n<ul>\n<li>Experiment with post types to go beyond the photo posts.<\/li>\n<li>Holiday-themed hashtags were a hit, so continue to lean into #HappyNewYear- and #Halloween-themed posts.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/tech-software-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Tech &amp; Software live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-121-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Tech &amp; Software<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.64audio.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">64 Audio<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/atari.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Atari<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/aws.amazon.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon Web Services<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.lenovo.com\/us\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lenovo<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.life360.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Life360<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Slack<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-122-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Tech &amp; Software<\/p><\/div>\n<p>Photos grabbed great engagement rates on Facebook for Tech &amp; Software companies like NordVPN.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-123-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Tech &amp; Software<\/p><\/div>\n<p>Carousels and Reels earned comparable engagement for Tech &amp; Software brands that still heavily favored photo posts on Instagram.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-124-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Tech &amp; Software<\/p><\/div>\n<p>Status and photo tweets earned neck-and-neck engagement rates, but Tech &amp; Software brands were about 20x likelier to post the latter tweet type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-125-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Tech &amp; Software<\/p><\/div>\n<p>No surprise that tech-themed hashtags like #digital, #technology, and #AI performed well for Tech &amp; Software brands on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-126-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Tech &amp; Software<\/p><\/div>\n<p>Holiday-themed hashtags like #HappyNewYear and the nerdy #MayThe4thBeWithYou dominated for Tech &amp; Software brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-127-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Tech &amp; Software\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Tech &amp; Software<\/p><\/div>\n<p>Like many other industries, Tech &amp; Software brands leaned into TikTok-themed hashtags this year like #ForYou, #FYP, and #Duet.<\/p>\n<h2 id=\"title-travel\">Travel Social Media Benchmarks<\/h2>\n<p>Travel brands grabbed the bronze on TikTok and earned about 150% the engagement rates as the median industry on Facebook this year while running in the middle of the pack on Instagram and Twitter.<\/p>\n<p>A few suggestions to grow engagement:<\/p>\n<ul>\n<li>Seasonal and destination hashtags performed especially well on Instagram, Twitter, and TikTok.<\/li>\n<li>Posting frequency was below-median across the board, so experiment with an uptick here to see if you can increase your current engagement rates.<\/li>\n<\/ul>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Dig deeper: \n<\/strong> Explore and compare metrics for a sample set of companies using our <a href=\"\/live-benchmarks\/hotels-and-resorts-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Travel live benchmarks<\/a>.<\/div>\n\n\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-129-700w@2x.png\" alt=\"Chart of Overview of all benchmarks, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Overview of all benchmarks, Travel<\/p><\/div>\n<p>Notable brands in this year&#8217;s report include <a href=\"https:\/\/www.fourseasons.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Four Seasons<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.marriott.com\/default.mi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Marriott Bonvoy Hotels<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.ritzparis.com\/en-GB\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ritz Paris<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.sandals.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SANDALS Resorts<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.venetianlasvegas.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Venetian<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.vidanta.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Vidanta<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-130-700w@2x.png\" alt=\"Chart of Facebook posts per week and engagement rate by post type, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week and engagement rate by post type, Travel<\/p><\/div>\n<p>Photos were about twice as engaging as the next best post type on Facebook for Travel brands.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-131-700w@2x.png\" alt=\"Chart of Instagram posts per week and engagement rate by post type, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week and engagement rate by post type, Travel<\/p><\/div>\n<p>Reels outperformed other post types for Travel brands this year, who were about 4x more likely to post a photo than any other post type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-132-700w@2x.png\" alt=\"Chart of Twitter posts per week and engagement rate by tweet type, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter posts per week and engagement rate by tweet type, Travel<\/p><\/div>\n<p>No surprise that it\u2019s all about the visuals for Travel brands on Twitter, with video and photo tweets performing about twice as well as link and status tweets.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-133-700w@2x.png\" alt=\"Chart of Top Instagram hashtags by engagement rate, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Instagram hashtags by engagement rate, Travel<\/p><\/div>\n<p>Christmas-themed hashtags like #ChristmasTree and #FestiveSeason helped Travel brands excite fans and followers on Instagram this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-134-700w@2x.png\" alt=\"Chart of Top Twitter hashtags by engagement rate, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top Twitter hashtags by engagement rate, Travel<\/p><\/div>\n<p>Holiday-themed hashtags performed well for Travel brands on Twitter, as did anything involving #breakfast.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-135-700w@2x.png\" alt=\"Chart of Top TikTok hashtags by engagement rate, Travel\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Top TikTok hashtags by engagement rate, Travel<\/p><\/div>\n<p>No surprise that Travel brands were all about the destination this year on TikTok with location-based hashtags like #Thailand and #NYC.<\/p>\n<h2 id=\"title-methodology\">Methodology<\/h2>\n<p>To spot trends and identify benchmarks, we used Rival IQ to analyze engagement rates, posting frequency, post types, and hashtags on the top four social channels for brands: Facebook, Instagram, TikTok, and Twitter.<\/p>\n<p>We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large-modern wp-image-26104\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-700x125.png\" alt=\"\" width=\"700\" height=\"125\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-350x63@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-300x54.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-1024x183.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-1536x274.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-100x18.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-350x63.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-1170x209.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-10-at-6.08.53-PM-700x125@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><br \/>\nWithin this report, we provide a representative sample of organic and paid posts from national and international companies in each industry by selecting <b>150 companies at random from each industry* in our database of over 200,000 companies<\/b>. Companies selected had active presences on Facebook, Instagram, TikTok, and Twitter as of January 2022, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 1,000 as of the same date.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-005-700w@2x.png\" alt=\"Chart of Average Facebook engagement rate per post, all industries\" width=\"1400\" height=\"930\" \/><\/p>\n<p>We used <b>median performance from the companies selected<\/b> for each industry to compile the data for this report.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption\" src=\"\/wp-content\/uploads\/2023-benchmark-report\/2023-social-media-industry-benchmark-006-700w@2x.png\" alt=\"Chart of Average Facebook engagement rate per post, all industries\" width=\"1400\" height=\"930\" \/><\/p>\n<p>*Due to limitations about how Alcohol brands can create content on TikTok, we were unable to source the full 150 brands in this industry. The data for Alcohol brands is a representative sample of brands that met our criteria for this channel. We hope to have a more complete picture of Alcohol performance on TikTok next year.<\/p>\n<h3>Why do we benchmark?<\/h3>\n<p>Social media success is about so much more than getting the most comments or likes: <b>it\u2019s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience.<\/b><\/p>\n<p>To us, engagement rate per post is <i>the<\/i> metric because it controls for post volume and audience size and helps marketers understand how they\u2019re doing in relation to their competitors.<\/p>\n<p><b>Why can\u2019t you gauge success on likes alone? <\/b>Because audience size is hugely important: 1,000 likes makes a huge difference to a brand with 2,000 followers, but is a drop in the bucket to a brand with 100,000 followers.<\/p>\n<h2 id=\"title-live-benchmarks\">Live Social Media Benchmarks<\/h2>\n<p>Ready to start benchmarking your social media performance? Check out our <a href=\"\/live-benchmarks\/\" target=\"_blank\" rel=\"noopener noreferrer\">Live Benchmark<\/a> landscapes, where we feature <b>live social media metrics from a sample of companies from each industry represented in this study. <\/b>These landscapes feature hashtag performance, top post types, and so much more on Facebook, Instagram, and Twitter.<\/p>\n<p>(Oh, and if you&#8217;re a Rival IQ customer or in a\u00a0<a href=\"\/signup\/\" target=\"_blank\" rel=\"noopener noreferrer\">trial<\/a>, you can add those stats directly into your Rival IQ account for even more comparisons.)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-24465 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-700x306.png\" alt=\"Examples of live social media benchmarks\" width=\"700\" height=\"306\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-350x153@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-300x131.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-1024x447.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-100x44.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks-350x153.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/screenshot-benchmarks.png 1083w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Or, run a <b>free<\/b> <a href=\"\/free-social-media-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Head-to-Head report<\/b><\/a> against your biggest rival to see how you measure up to both your competition and against industry benchmarks represented in this study.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-31839 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-700x203.png\" alt=\"Head-to-head social media benchmarks\" width=\"700\" height=\"203\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-350x101@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-300x87.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-1024x297.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-1536x445.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-100x29.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-350x101.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-1170x339.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout.png 1625w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/02\/live-callout-700x203@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Wrapping It Up<\/h2>\n<p>2022 was a weird year for social media: watching Instagram&#8217;s engagement rates decline is a big bummer for marketers, but keeping Facebook and Twitter flat (if low) reminds us it could be worse. Watching Twitter tumble created a lot of uncertainty, while TikTok&#8217;s engagement rate and addicted fan base injected some much-needed engagement into the world of social media marketing and beyond.<\/p>\n<p>TikTok videos and Instagram Reels are where it&#8217;s at for engagement for many of the industries we studied, proving what we all know: video is here to stay. Getting a foot in the door on TikTok is more important than posting a highly-produced video, so bust out that iPhone and start shooting. And don&#8217;t sleep on tried-and-true carousels if video feels too daunting.<\/p>\n<p>As always, we\u2019d love to hear how your brand measures up and is preparing for social media in 2023, so feel free to ping us on <a href=\"http:\/\/twitter.com\/rivaliq\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2020\/03\/why-benchmark-woman-jumping.png>\n  <div class=\"cta-wrapper\"> <p>\n   Start analyzing with a free Rival IQ trial.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/signup\/ style=\"\">Get my free trial <\/a><\/div>\n<\/div>\n\n\n\n<script>\njQuery(window).scroll(function() {\n\tvar scrollDistance = jQuery(window).scrollTop();\n\n\t\/\/ Assign active class to nav links while scolling\n\tjQuery('[id*=title-]').each(function(i) {\n\t\t\n\t\tif ((jQuery(this).position().top + 310) <= scrollDistance) {\n\t\t\tjQuery('.nav-toc__link.active').removeClass('active');\n\t\t\tjQuery('.nav-toc__link ').eq(i).addClass('active');\n\t\t}\n\t});\n}).scroll();\n\njQuery(document).ready(function() {\n  jQuery('a.nav-toc__link').on('click', function(e) {\n    var elem = this;\n\n    function delayedClick() {\n      var top = jQuery(jQuery(elem).attr('href')).offset().top;\n      var bodyTop = jQuery('body').offset().top;\n      jQuery([document.documentElement, document.body]).animate({\n        scrollTop: (top - 62 - bodyTop)\n      })\n    }\n    setTimeout(delayedClick, 1000);\n\n  });\n});\n\n<\/script>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Bust out your pocket protectors and spectacles: it&#8217;s time for the 2023 edition of the Social Media Industry Benchmark Report! As usual, the report features tons of social media benchmarks and metrics from 14 top industries: Alcohol, Fashion, Financial Services, Food &amp; Beverage, Health &amp; Beauty, Higher Education, Home Decor, &#8230;<\/p>\n","protected":false},"author":75,"featured_media":31778,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,22,24],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2023 Social Media Industry Benchmark Report | Rival IQ<\/title>\n<meta name=\"description\" content=\"The 2023 Social Media Industry Benchmark Report studied millions of posts and 14 industries across Instagram, Facebook, Twitter, and TikTok for the ultimate guide to social media benchmarks.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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