TikTok finally came into its own in the past year. What 2023 will bring, however, is difficult to foresee in light of the dynamic nature of social media.
We began this new year with a magnifying glass and 190 million social media posts to examine in order to predict future trends in the social media landscape, because the answer is usually found in the data.
By reading this report, you will learn the average level of participation across all of the major social media platforms and have access to the most recent data available on the social media benchmarking scene.
Important Insights from a Comparison of Social Media Engagement Benchmarks
Average engagement on TikTok, based on the number of followers, is 4.25%, while the engagement rate based on views is 5.10%.
TikTok’s average engagement rate has dropped by about 28% in the past year.
Engagement on Instagram averages 0.60% and is steadily declining.
Instagram reels outperform all other post formats by a factor of 2.
For Facebook as a whole, the average rate of engagement is 0.15 percent.
The beverage industry dominates on TikTok and Facebook, while the food industry dominates on Instagram and the arts and crafts industry dominates on Twitter.
Standardization data for various social media
Some brands have an easier time connecting with their customers than others do, but this can vary greatly by industry.
A company’s target demographic may have a higher or lower propensity to interact with the brand on social media depending on the nature of the company’s business.
Social media engagement rates on all the major networks, combined with data from your industry, can help you determine which platforms will provide the greatest return on investment for your brand.
The most popular type of content shared on social media is videos.
After the meteoric rise and rapid spread of TikTok, it became abundantly clear that social media users want to see more and more video content.
It’s fair to say that Instagram has the most experience with this content type given the number of times it has integrated video formats over the years in an effort to stay current with the times.
After introducing its own take on short-form videos with the introduction of the Reels feature not too long ago, Instagram has recently made yet another major update to its video integrations.
The transition of all videos under 15 minutes in length to Reels is being discussed.
Clearly, this is just one of the many methods the network employs to encourage viewers to make use of its today’s star feature.
Social media benchmarks across sectors
Examining the Effects of Social Media on Airlines
Airline companies have long been masters at using social media to promote brand products. These businesses have long been among the most successful on social media.
A large part of the sector’s high average social media engagement can be attributed to the presence of well-known companies like Ryanair, one of the most infamous brands on TikTok.
When compared to other industries on social media, the airline industry performed particularly well on TikTok, with an average engagement rate of 5.78%, and on Instagram, with an average engagement rate of 0.94%.
The average engagement rate for businesses in this sector is 0.23% on Facebook, while it is only 0.01% on Twitter.
Craftsmanship: an examination of online interaction
TikTok’s reign as the most popular social media platform is no secret at this point. Accordingly, it is not surprising that this holds true in certain fields of work.
This is one of the sectors that lags behind the platform average on TikTok, with an engagement rate of 3.22%.
This could be due in part to the fact that the arts and crafts market is relatively small and specialised, and therefore may not attract the attention of as many major brands willing to devote substantial resources to advertising on social media.
Third, a study of social media participation in the auto industry
Social media benchmarks and revealed data for the automotive industry suggest that 2022 was a year of mixed fortunes for brands in the industry.
The average Instagram engagement rate in the automotive industry spiked briefly in the first quarter of 2022, then levelled off for the rest of the year.
Analysis of Beauty-Related Social Media Interactions
The beauty industry’s low engagement rate on TikTok demonstrates the platform’s limitations despite its potential for widespread use.
Beauty companies are failing to make an impact on social media, with average engagement rates of only 3.48 percent on TikTok, 0.44 percent on Instagram, and 14 percent on Facebook. There is a 0.05% average rate of engagement on Twitter in this sector.
Several recommendations for successful social media marketing across all of the channels considered above are provided below.
TikTok consultant Wave Wyld has a couple of suggestions, especially for B2B brands, on how to make the most of the platform:
Videos that are relevant to current TikTok trends and culture have a higher chance of being viewed and interacted with. If content is not modified for the new medium, it will not perform as well or reach as many people.
Third, a great way to provide value and fresh takes on what’s trending now is to make use of recent news and related industry topics.
Last but not least, utilise user-generated content. Creative people are flooding the market, giving businesses a much-needed boost in social proof and video content to meet the demands of modern algorithmic posting.”