{"id":34670,"date":"2024-02-28T00:58:55","date_gmt":"2024-02-28T00:58:55","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=34670"},"modified":"2025-02-25T22:34:50","modified_gmt":"2025-02-25T22:34:50","slug":"social-media-industry-benchmark-report-2024","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/social-media-industry-benchmark-report-2024\/","title":{"rendered":"2024 Social Media Industry Benchmark Report"},"content":{"rendered":"<p>We&#8217;re thrilled to release the 2024 edition of our annual Social Media Industry Benchmark Report!<\/p>\n<p>We&#8217;re featuring key social media benchmarks and metrics for 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>\u201cHow am I really doing on social?\u201d can be a tricky question to answer without context from your competitors and industry. We looked at more than 5 million posts and 10 billion (yes, with a \u201cb\u201d) likes, comments, and favorites on Facebook, Instagram, TikTok, and Twitter 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\/2024\/02\/icon-engdown-2024.png\" alt=\"Icon of decreasing engagement rates\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong>Brands saw (a little) less organic engagement this year<\/strong><br \/>\nTikTok engagement rates dropped by about 50% this year, but Facebook engagement rates actually increased a little, so it\u2019s not all bad.<\/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\/2024\/02\/icon-calendar-frequency-varied.png\" alt=\"Icon of calendar\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> Posting frequency varied <\/strong><br \/>\nPost frequency increased a little on Instagram and TikTok while decreasing 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\/2024\/02\/icon-hashtag-2024.png\" alt=\"Icon of hashtags\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> It\u2019s all about the holiday hashtags <\/strong><br \/>\nOnce, again, almost every industry earned top engagement rates from holiday-hashtagged posts.<\/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\/2024\/02\/icon-reels-2024.png\" alt=\"Icon of Instagram reels\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong>Reels overtook video on Instagram<\/strong><br \/>\nIf you\u2019re not posting Reels, you\u2019re officially missing out on the most engaging post type by rate on the \u2018gram.<\/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\/2024\/02\/icon-tiktok2024.png\" alt=\"Icon of TikTok logo\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> TikTok is (still) topping the charts <\/strong><br \/>\nWith a median engagement rate of 2.63%, TikTok still performed better than any other channel by a mile this year.<\/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\/2024\/02\/icon-he-sports-2024.png\" alt=\"Icon of Higher Ed and Sports\" width=\"150\" \/><\/td>\n<td style=\"border: none;\" width=\"85%\"><strong> Higher Ed and Sports Teams are still the industries to beat <\/strong><br \/>\nThese industries outperformed their competitors thanks to a smart combo of quality content and frequent posting.<\/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\/2024\/02\/resource2024.png>\n  <div class=\"cta-wrapper\"> <p>\n   Grab the full 2024 Benchmark Report  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/download-social-media-industry-benchmark-report-2024 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\/2024-benchmark-report\/2024-social-media-industry-benchmark-010-700w@2x.png\" alt=\"Chart of Average Facebook engagement rate per post, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Facebook engagement rate per post, all industries<\/p><\/div>\n<p>Everyone loves an increase: the all-industry median rose, as did engagement rates for industries including Alcohol, Higher Ed, and Sports Teams.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-011-700w@2x.png\" alt=\"Chart of Average Facebook posts per week, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Facebook posts per week, all industries<\/p><\/div>\n<p>Brands posted just a little less often on Facebook this year overall, but Fashion, Financial Services, Food &amp; Beverage, Home Decor, and Sports Teams actually increased their activity.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-012-700w@2x.png\" alt=\"Chart of Facebook posts per week vs. engagement rate per posts, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Facebook posts per week vs. engagement rate per posts, all industries<\/p><\/div>\n<p>Influencers and Higher Ed hit the sweet spot of moderate posting frequency with epic engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-013-700w@2x.png\" alt=\"Chart of Average Instagram engagement rate per post, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Instagram engagement rate per post, all industries<\/p><\/div>\n<p>Instagram engagement rates stayed pretty flat this year with just an 8% decline.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-014-700w@2x.png\" alt=\"Chart of Average Instagram posts per week, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Instagram posts per week, all industries<\/p><\/div>\n<p>For the second year in a row, median posting frequency across all industries increased by a hair on Instagram.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-015-700w@2x.png\" alt=\"Chart of Instagram posts per week vs. engagement rate per posts, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Instagram posts per week vs. engagement rate per posts, 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\/2024-benchmark-report\/2024-social-media-industry-benchmark-016-700w@2x.png\" alt=\"Chart of Average Twitter engagement rate per tweet, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Twitter engagement rate per tweet, all industries<\/p><\/div>\n<p>Engagement rates declined about 20% on Twitter this year, which is no surprise in a time of big upheaval for the channel.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-017-700w@2x.png\" alt=\"Chart of Average Twitter tweets per week, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average Twitter tweets per week, all industries<\/p><\/div>\n<p>Tweet frequency decreased by about 15% this year across all industries as brands pulled back their efforts in response to the channel\u2019s volatility.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-018-700w@2x.png\" alt=\"Chart of Twitter tweets per week vs. engagement rate per posts, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Twitter tweets per week vs. engagement rate per posts, 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 tweeting more doesn\u2019t always result in high engagement.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-019-700w@2x.png\" alt=\"Chart of Average TikTok engagement rate per video, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average TikTok engagement rate per video, all industries<\/p><\/div>\n<p>The bad news: TikTok engagement rates dropped more than 50% on average this year. The good news: engagement rates on this channel stayed light years ahead of other social platforms.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-020-700w@2x.png\" alt=\"Chart of Average TikTok videos per week, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Average TikTok videos per week, all industries<\/p><\/div>\n<p>Brands posted more frequently on TikTok than they did last year across the board. Media brands seriously invested in this channel, posting nearly twice as often as they did in the previous period.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-021-700w@2x.png\" alt=\"Chart of TikTok posts per week vs. engagement rate per posts, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">TikTok posts per week vs. engagement rate per posts, all industries<\/p><\/div>\n<p>Higher Ed dramatically outstripped the competition with high engagement rates and modest posting activity on TikTok, with second place Sports Teams earning nearly half the engagement these colleges and universities snagged.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-022-700w@2x.png\" alt=\"Chart of Engagement rate benchmarks vs time, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Engagement rate benchmarks vs time, all industries<\/p><\/div>\n<p>Even though TikTok accounts earned about half the engagement rates they did last year, the video channel continues to outpace Instagram, Facebook, and Twitter by miles.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-social-media-industry-benchmark-023-700w@2x.png\" alt=\"Chart of Posting frequency benchmarks vs time, all industries\" width=\"1400\" height=\"930\" \/><p class=\"wp-caption-text\">Posting frequency benchmarks vs time, all industries<\/p><\/div>\n<p>Post frequency increased just a bit on Instagram and TikTok this year while slowing down on Facebook and Twitter.<\/p>\n<p>Twitter posting took the sharpest dive at 15%, suggesting people aren\u2019t as invested in X as they once were.<\/p>\n<h2 id=\"title-alcohol\">Alcohol Social Media Benchmarks<\/h2>\n<p>Alcohol brands earned above-median engagement rates everywhere but TikTok this year, where age restricted-content continued to keep them down. Fourth on Facebook and third on Twitter is still worth raising a glass, though.<\/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>Alcohol brands\u2019 best bets for hashtags are all about booze and holidays to help followers figure out what they\u2019re drinking and when.<\/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\/2024-benchmark-report\/2024-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:\/\/beatboxbeverages.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Beatbox Beverages<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/bluechairbayrum.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Blue Chair Bay Rum<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.dogfish.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dogfish Head Brewery<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/northcoastbrewing.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">North Coast Brewing Company<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.onehopewine.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">One Hope Wine<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/crownwineandspirits.com\/products\/presidente-brandy-classic-750ml\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Presidente Brandy<\/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\/2024-benchmark-report\/2024-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 have relied on photo posts year after year for their epic engagement oomph, and this year is no exception.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>Status tweets were a surprise hit for Alcohol brands this year on Twitter, but photo tweets were also a tried and true source of engagement.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 were all about mixed drink hashtags on Instagram this year, with the #cocktail hashtag performing nearly twice as well as the next most engaging hashtag by rate.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 ate up posts with holiday-themed hashtags like #WorldEmojiDay and #ValentinesDay.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>While cocktails were king on Instagram, Alcohol brands were all about the beer with their hashtags on TikTok this year.<\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2024\/02\/resource2024.png>\n  <div class=\"cta-wrapper\"> <p>\n   Snag the full 2024 Benchmark Report  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/download-social-media-industry-benchmark-report-2024 style=\"\">Grab the report now <\/a><\/div>\n<\/div>\n\n\n<h2 id=\"title-fashion\">Fashion Social Media Benchmarks<\/h2>\n<p>Fashion brands earned less than half the median on every channel we studied this year, proving social media is a crowded and competitive space for these brands.<\/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>With the success of Reels on Instagram and videos on Twitter for fashion brands, video content is where it\u2019s at in the year ahead.<\/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\/2024-benchmark-report\/2024-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:\/\/www.aritzia.com\/us\/en\/home\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Aritzia<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/elevenparis.com\/en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Eleven Paris<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.armani.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Armani<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/kswiss.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">K-Swiss,<\/span><\/a> <a href=\"https:\/\/www.shinesty.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Shinesty<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/us.toa.st\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Toast<\/span><\/a>.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 the next most engaging post type by rate on Facebook for Fashion brands.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Reels beat out carousels for the first time this year for Fashion brands on Instagram. Streetwear brand <a href=\"https:\/\/cloakbrand.com\/\" target=\"_blank\" rel=\"noopener\">CLOAK<\/a> beat out Fashion competitors on Instagram this year thanks in part to strong Reels.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 earned similar engagement rates for video and photos tweets, but were 7x more likely to tweet a photo.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>No surprise here that Fashion brands used hashtags on Instagram like #BlackFriday and #CyberMonday to remind followers about opportunities to shop.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Gift-focused holidays like #FathersDay and #ValentinesDay topped the engagement charts 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\/2024-benchmark-report\/2024-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>Fashion brands really jumped on the #AlbumCover trend this year, which immortalized one epic photo in a TikTok video that had influencers and trendsetters putting forth their most aesthetic outfits.<\/p>\n<h2 id=\"title-financial-services\">Financial Services Social Media Benchmarks<\/h2>\n<p>Financial Services brands sat at or below the median on all four channels we studied this year, despite increasing post frequency across the board.<\/p>\n<p>A few ideas for Financial Services brands:<\/p>\n<ul>\n<li>Photos are a top-performing post type across Facebook, Instagram, and Twitter, so don\u2019t be afraid to get visual.<\/li>\n<li>Educational hashtags like #MoneyTok and #MoneyTips 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\/2024-benchmark-report\/2024-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.becu.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">BECU<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.db.com\/usa\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Deutsche Bank<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.empower.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Empower<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.jpmorgan.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">J.P. Morgan<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.kiwibank.co.nz\/personal-banking\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kiwi Bank<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.salliemae.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sallie Mae<\/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\/2024-benchmark-report\/2024-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 beat out the next most engaging post type by a mile for Financial Services brands on Facebook. Bonus: these posts also earn twice the engagement rates they did last year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Reels and photos vied for first for Financial Services brands on Instagram this year, with video posts lagging majorly.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Video and photo tweets outpaced status updates and links for Financial Services brands on Twitter this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Financial Services brands didn\u2019t miss an opportunity to connect with followers on holidays like Christmas, International Women\u2019s Day, and Mother\u2019s Day.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Financial Services brands were all about holiday and finance hashtags this year on Twitter.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>While holiday-themed hashtags dominated for FinServ brands on Instagram and Twitter, these brands focused on getting down to business more on TikTok with hashtags like #MoneyTips and #MoneyTok.<\/p>\n<h2 id=\"title-food-beverage\">Food &amp; Beverage Social Media Benchmarks<\/h2>\n<p>Food &amp; Beverage brands saw the highest engagement rates on video-focused Instagram and TikTok while struggling a bit on other channels.<\/p>\n<p>Some ideas for improvement:<\/p>\n<ul>\n<li>Holidays are always a good time to start conversations with followers about recipes and menu planning.<\/li>\n<li>The #EmbraceEquity hashtag was a runaway hit on Twitter, so don\u2019t be afraid to go beyond the plate when creating 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\/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\/2024-benchmark-report\/2024-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.mccormick.com\/frenchs\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">French\u2019s<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/guayaki.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Guayaki Yerba Mate<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/halotop.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Halo Top<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.jennieo.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Jennie-O<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.rxbar.com\/en_US\/home.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">RXBar<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.wonderfulpistachios.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Wonderful Pistachios<\/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\/2024-benchmark-report\/2024-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>Photo posts stood out for Food &amp; Beverage brands on Facebook this year hoping to entice followers to connect IRL with mouthwatering snaps of their offerings.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Food &amp; Beverage brands shifted their content creation energy from videos to Reels this year, which paid off with impressive engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Photo tweets grabbed more engagement than any other type on Twitter this year for Food &amp; Beverage brands.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Hashtags about food-focused holidays like #Thanksgiving and #Christmas won big 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\/2024-benchmark-report\/2024-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>The #EmbraceEquity hashtag performed more than three times better than the next most engaging hashtag on Twitter for Food &amp; Beverage brands, proving followers care about social issues just as much as recipes.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Channel-themed hashtags like #trend and #meme helped attract more FYP eyeballs to Food &amp; Beverage content on TikTok this year.<\/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 far below the all-industry median across all four channels thanks in part to a saturated market.<\/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>Keep engaging fans with product releases and the next big trend in beauty.<\/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\/2024-benchmark-report\/2024-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:\/\/dermae.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Derma E<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.florencebymills.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Florence By Mills<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.glowrecipe.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Glow Recipe<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/orlybeauty.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ORLY<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.stilacosmetics.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Stila<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.tomford.com\/beauty\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Tom Ford Beauty<\/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\/2024-benchmark-report\/2024-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>Image-based post types performed twice as well for Health &amp; Beauty brands as text-heavy links and status updates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Health &amp; Beauty brands doubled their rate of Reels per week this year, which paid off with strong engagement for that post type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Health &amp; Beauty brands tweeted less than ever this year, but were more likely to post a photo than any other tweet type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Reminding followers to scoop up big deals with the #PrimeDay hashtag worked well for Health &amp; Beauty brands on Instagram this year, as did tutorial and behind-the-scenes hashtags.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Hashtags didn\u2019t do much for Health &amp; Beauty brands on Twitter this year, but holiday mentions helped remind followers about shopping opportunities.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Health &amp; Beauty brands ate up the chance to introduce the next big product release to followers with the #new hashtag, and also favored #HairTok and #SkinTok hashtags that helped users find tutorials and how-tos.<\/p>\n<h2 id=\"title-higher-ed\">Higher Ed Social Media Benchmarks<\/h2>\n<p>Higher Ed is investing more in social than ever and reaping the benefits: colleges and universities were the most engaging industry on Instagram and TikTok, and the second most engaging on Facebook and Twitter.<\/p>\n<p>For even higher Higher Ed engagement rates:<\/p>\n<ul>\n<li>Continue investing in video content like TikToks and Reels.<\/li>\n<li>Followers love posts hashtagged with campus activities like #OpeningWeek or #MoveInDay.<\/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\/2024-benchmark-report\/2024-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 brands in this year&#8217;s report include <a href=\"https:\/\/drexel.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Drexel University<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/morehouse.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Morehouse College<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/nau.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Northern Arizona University<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.nyu.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">New York University<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.ucsc.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">University of California at Santa Cruz<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.uvm.edu\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">University of Vermont<\/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\/2024-benchmark-report\/2024-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 dominated the engagement charts for Higher Ed this year, with links to content and campus news coming in a distant second.<\/p>\n<div class=\"page\" title=\"Page 67\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p><a href=\"https:\/\/www.cedarville.edu\/\" target=\"_blank\" rel=\"noopener\">Cedarville University<\/a> used carousels to beat out their rivals on Instagram this year.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 soared for schools on Instagram this year, but Reels weren\u2019t far behind as Higher Ed continued to reinvest energy normally spent on videos.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Video tweets topped the charts for Higher Ed on Twitter this year, but these colleges and universities were 3x more likely to tweet a photo.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>School-focused hashtags like #STEM, #research, and #StudyAbroad were big winners for Higher Ed on Instagram this year.<\/p>\n<div class=\"page\" title=\"Page 69\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>It\u2019s worth noting that these hashtag engagement rates were about 4x higher last year, indicating that hashtags don\u2019t get you as far as they used to.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>The #WesAnderson video trend grabbed a ton of attention from Higher Ed fans on TikTok, as did more campus-themed hashtags like #WelcomeWeek and #MoveInDay.<\/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 all channels, but they did manage to increase or stay flat compared to last year, which is no small feat in these changing times.<\/p>\n<p>Some ideas for increasing engagement:<\/p>\n<ul>\n<li>Industry-themed hashtags helped followers find Home Decor content, so keep those up.<\/li>\n<li>Photos and Reels are the way to go on most channels.<\/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\/2024-benchmark-report\/2024-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.arteriorshome.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Arteriors<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.thecompanystore.com\/home\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Company Store<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.farrow-ball.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Farrow and Ball<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/joybird.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Joybird<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.onekingslane.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">One Kings Lane<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.vitamix.com\/us\/en_us\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Vitamix<\/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\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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 left video behind in a big way this year in favor of Reels, which paid off with the highest engagement rates of any post type.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Photo tweets were where it\u2019s at on Twitter this year for Home Decor brands measured by both engagement rate and frequency.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Home Decor brands kept it in the family with their top-performing hashtags on Instagram this year. From #furniture to #decor to #InteriorDesigner, followers could expect home-themed hashtags from their favorite brands.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Valentine\u2019s Day tweets outpaced other Home Decor hashtags on Twitter by a mile for Home Decor brands this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Just like on Twitter, Home Decor brands stuck with industry-themed hashtags on TikTok like #home and #design to help users find their content.<\/p>\n<h2 id=\"title-influencers\">Influencers Social Media Benchmarks<\/h2>\n<p>Influencers earned 3x the median engagement rate on Facebook and nearly 2x the median on Instagram this year. These creators also finished above the median on Twitter but a little behind the curve on TikTok.<\/p>\n<p>Ideas to boost that engagement even more:<\/p>\n<ul>\n<li>Motivational hashtags like #NeverGiveUp and #MotivationMonday resonated with fans on Instagram.<\/li>\n<li>Try shaking up your posting frequency and content on TikTok to dominate on this channel as well.<\/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\/2024-benchmark-report\/2024-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 brands in this year&#8217;s report include <a href=\"https:\/\/www.billnye.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Bill Nye<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.instagram.com\/iamcardib\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Cardi B<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/dudeperfect.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dude Perfect<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.jordanbpeterson.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Jordan B. Peterson<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/thenaughtyfork.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Naughty Fork<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.instagram.com\/nikkietutorials\/?hl=en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Nikkie de Jager<\/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\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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 were neck and neck for influencer engagement rates this year, while video predictably lagged.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Photo tweets topped the Influencer Twitter charts this year, but status updates weren\u2019t far behind.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 were all about the motivational hashtags on Instagram this year, with #NeverGiveUp, #MondayMotivation, and #GrowthMindset earning high engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>#Love was in the air for Influencers on Twitter this year, with hashtags like #family and #ValentinesDay performing well.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 #ForYou, #fyp, and #viral 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 while managing to hold onto their engagement rates from last year (except on TikTok). No small feat in a year of major social media upheaval.<\/p>\n<p>A few ideas to improve engagement rates:<\/p>\n<ul>\n<li>Hashtags about current events remain top engagement earners for Media brands.<\/li>\n<li>Visual posts like photos and Reels performed way better than Media\u2019s favorite post type, links.<\/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\/2024-benchmark-report\/2024-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.bhg.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Better Homes and Gardens<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.blumhouse.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Blumhouse<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.economist.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Economist<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.youtube.com\/channel\/UC6c1z7bA__85CIWZ_jpCK-Q\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ESPN FC<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.nytimes.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The New York Times<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/playbill.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Playbill<\/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\/2024-benchmark-report\/2024-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>Photos rocked top engagement rates for Media brands on Facebook, though these brands were more than 7x 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\/2024-benchmark-report\/2024-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 more than 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\/2024-benchmark-report\/2024-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>Media brands were all about the link tweets, but might want to invest more energy in video tweets, which grabbed more than 4x the engagement rates.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Media brands favored hashtags that helped followers get the news and updates they were looking for like #AI and #Palestine.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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, current events like #Wimbledon and #Oscars won the day for Media brands on Twitter.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Hashtags about the latest celeb or breaking news story trended well for Media brands on TikTok this year like #MetGala and #MargotRobbie.<\/p>\n<p><span data-sheets-root=\"1\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;&lt;div id=&quot;versus-app&quot; class=&quot;blog-inline &quot;tiktok&quot;&quot;&gt;&lt;\/div&gt;\n&lt;script&gt;\n  jQuery( document ).ready(function() {\n    var freeToolsHasRun = false;\n    const appToWatch = document.querySelector(&#039;#versus-app&#039;);\n\n    function callback(entries, observer) {\n      if (!freeToolsHasRun &amp;&amp; entries[0].isIntersecting) {\n        \n  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});\n\n<\/script>\n\n<\/span><\/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 earned the bronze on Twitter. These NGOs posted more often than the median industry on most channels with the exception of TikTok<\/p>\n<p>Suggestions for Nonprofits:<\/p>\n<ul>\n<li>Event-themed hashtags helped followers find your content.<\/li>\n<li>Keep that Reel and video tweet success rolling by investing more in video 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\/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\/2024-benchmark-report\/2024-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 brands in this year&#8217;s report include <a href=\"https:\/\/www.aclu.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ACLU<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/girlswhocode.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Girls Who Code<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.nationalgeographic.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">National Geographic<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.plannedparenthood.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Planned Parenthood<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.thetrevorproject.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Trevor Project<\/span><\/a><span style=\"font-weight: 400;\">, and the <\/span><a href=\"https:\/\/www.ymca.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">YMCA<\/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\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>Reels outdid other posts types for Nonprofits on Instagram this year, who might want to increase their investment in that post type to capture more of their audience\u2019s attention.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>Event-themed hashtags like #BlackHistoryMonth, #COP28, and #WorldRefugeeDay grabbed attention 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\/2024-benchmark-report\/2024-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>The #education hashtag beat out other Nonprofit hashtags on Twitter by a mile this year, suggesting followers were eager to learn from their favorite orgs.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>TikTok-themed hashtags like #LearnOnTikTok, #music, and #trending helped Nonprofit followers find what they were looking for on the video channel this year.<\/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, despite actually increasing engagement rates on Facebook and Instagram.<\/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 miss the chance to remind followers about the chance to shop and give gifts with holiday-themed hashtags like #ValentinesDay and #MothersDay.<\/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\/2024-benchmark-report\/2024-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:\/\/draperjames.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Draper James<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.homegoods.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Homegoods<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.leons.ca\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Leon\u2019s<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/magnolia.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Magnolia<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Nike<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Uncommon Goods<\/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\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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 Retail brand <a href=\"https:\/\/www.therange.co.uk\/\" target=\"_blank\" rel=\"noopener\">The Range<\/a> grab Instagram engagement rate gold.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 about half the all-industry 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\/2024-benchmark-report\/2024-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 brand hashtags were all about the holidays and other chances to shop like #MerryChristmas and #BlackFridaySale.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Can you say \u201cshopping opportunity\u201d five times fast? Retail never missed a holiday on Twitter this year, particularly holidays with gifts involved like #ValentinesDay and #MothersDay.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>More than a few food hashtags like #foodie and #FoodTok broke through for Retail brands on TikTok this year, suggesting people like to fuel up while they shop.<\/p>\n<h2 id=\"title-sports-teams\">Sports Teams Social Media Benchmarks<\/h2>\n<p>Once again, Sports Teams saw top engagement rates on Facebook and Twitter and were runners-up on Instagram and TikTok. More posting doesn\u2019t always equal more engagements, but it certainly did for Sports Teams this year.<\/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>Followers love a throwback, so keep using hashtags like #OnThisDay and #TBT to remind fans of the GOATs of yore.<\/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\/2024-benchmark-report\/2024-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 brands in this year&#8217;s report include <a href=\"https:\/\/www.nhl.com\/flyers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Philadelphia Flyers<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.loucity.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Louisville FC<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.mancity.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Manchester City FC<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.mlb.com\/mets\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The New York Mets<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.baltimoreravens.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the Baltimore Ravens<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/storm.wnba.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the Seattle Storm<\/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\/2024-benchmark-report\/2024-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 helped Sports Teams earn nearly 5x the median engagement rate on Facebook, 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\/2024-benchmark-report\/2024-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, Carousels, and Photo posts were all neck and neck for the top post type for Sports Teams on Instagram this year, with Reels coming out just ahead.<\/p>\n<div class=\"page\" title=\"Page 115\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p><a href=\"https:\/\/www.aekfc.gr\/?lang=en\" target=\"_blank\" rel=\"noopener\">AEK Athens FC<\/a> had the highest engagement rate on Instagram of any Sports Team we studied.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Videos were all the rage for Sports Teams on Twitter this year, unlike most other industries who did best with photo tweets.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Sports Teams were all about the olden days on Instagram this year, with hashtags like #ThrowbackThursday and #OnThisDay reminding fans of the all-time greats.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Just like on Twitter, Sports Teams loved a good throwback on Twitter this year with hashtags like #OnThisDay and #TBT.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Anybody with a smartphone knows you couldn\u2019t say \u201ctrend\u201d without Taylor Swift on social this year, so it\u2019s no surprise Taylor-themed hashtags were trending for Sports Teams.<\/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>Holidays like #MayThe4thBeWithYou and #InternationalWomensDay were runaway faves with Tech &amp; Software followers looking to nerd out and\/or support women in the industry.<\/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\/2024-benchmark-report\/2024-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.doordash.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Doordash<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.jbl.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">JBL<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.lucidtechinc.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lucid Technologies<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/nordvpn.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">NordVPN<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.xbox.com\/en-US\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Xbox<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.ynab.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">You Need A Budget<\/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\/2024-benchmark-report\/2024-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 brands like electronics company <a href=\"https:\/\/www.sharpusa.com\/\" target=\"_blank\" rel=\"noopener\">Sharp<\/a>.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Like many other industries in this study, Reels topped the charts 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\/2024-benchmark-report\/2024-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>Photo tweets beat out every other type by both engagement rate and frequency for Tech &amp; Software brands this year.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>Posting about #InternationalWomensDay was a slam dunk 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\/2024-benchmark-report\/2024-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>Tech &amp; Software brands never miss the chance to celebrate everyone\u2019s favorite nerd holiday with the #MayThe4thBeWithYou hashtag.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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>AI-themed hashtags like #ChatGPT and #AI topped the Tech &amp; Software charts on TikTok this year.<\/p>\n<h2 id=\"title-travel\">Travel Social Media Benchmarks<\/h2>\n<p>Travel brands earned above-media engagement rates on Facebook and TikTok 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>Luxury and destination hashtags performed especially well for Travel brands this year.<\/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 without sacrificing content quality.<\/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\/2024-benchmark-report\/2024-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.extraholidays.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Extra Holidays<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.gorving.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GoRVing<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.hilton.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hotels by Hilton<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.hipcamp.com\/en-US\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hipcamp<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.wyndhamhotels.com\/laquinta\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">La Quinta<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.united.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">United Airlines<\/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\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>For the second year in a row, Reels outperformed other post types for Travel brands.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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\/2024-benchmark-report\/2024-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>Travel fans ate up hashtags like #LuxuryTravel and #LuxuryLifeStyle that helped them dream away the doldrums of day-to-day living.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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, especially all things #ValentinesDay.<\/p>\n<div style=\"width: 1410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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 focused on the destination this year on TikTok with hashtags like #vacation, #traveling, and #resort.<\/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 three social channels for brands: Facebook, Instagram, 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, and Twitter as of January 2023, 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=\"wp-caption aligncenter\" style=\"margin: 20px 0; max-width: 700px;\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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=\"wp-caption aligncenter\" style=\"margin: 20px 0; max-width: 700px;\" src=\"\/wp-content\/uploads\/2024-benchmark-report\/2024-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<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, TikTok, 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 id=\"title-live-benchmarks\">Wrapping It Up<\/h2>\n<p>Everybody loves a little good news, so seeing Facebook engagement rates actually increase and watching brands invest even more in their Instagram and TikTok content left us feeling excited for what&#8217;s to come for social media in 2024.<\/p>\n<p>What are your social media trend predictions for the year ahead? We&#8217;re listening on <a href=\"http:\/\/www.twitter.com\/rivaliq\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"http:\/\/www.instagram.com\/rival_iq\" target=\"_blank\" rel=\"noopener\">Instagram<\/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>We&#8217;re thrilled to release the 2024 edition of our annual Social Media Industry Benchmark Report! We&#8217;re featuring key social media benchmarks and metrics for 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, &#8230;<\/p>\n","protected":false},"author":75,"featured_media":34882,"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>2024 Social Media Industry Benchmark Report | Rival IQ<\/title>\n<meta name=\"description\" content=\"The 2024 Social Media Industry Benchmark Report studied millions of posts from 14 industries across Instagram, Facebook, Twitter, and TikTok.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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