Rival IQ, a NetBase Quid company, today announced their supercharged 2022 Social Media Industry Benchmark Report detailing everything a marketer needs to measure social media success against their competitors on Facebook, Twitter, and Instagram across 14 major industries. The report features insights about how social media engagement has changed over the last year for these industries enabling optimization of a company’s marketing strategy in 2022.
In addition to Rival IQ’s social media industry breakdowns, the report also compares all the industries together providing a comprehensive view across the board.
Key takeaways include:
- Brands are seeing less organic engagement this year. Declining engagement rates on Facebook, Instagram, and Twitter reflect that social media is increasingly becoming a pay-to-play space.
- Posting frequency is on the rise. Brands have increased their posting frequency on all three channels to increase bites at the engagement apple.
- Contest and holidays have topped the hashtag charts. Nearly every industry found success with giveaways and hashtag holidays ranging from #Halloween to #MayThe4thBeWithYou.
- Every brand should post carousels on Instagram. What’s the secret behind this ultra engaging post type? Instagram carousels often get re-served to users who don’t engage the first time, earning them more impressions.
- Keep an eye on video. Brands are already struggling to keep up with enough video to compete with the popularity of TikTok and YouTube.
“Social media success is about so much more than getting the most comments or likes: it’s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience”, said Seth Bridges, Head of Product, for Rival IQ. “The global social media landscape continues to evolve, and this year’s report will provide the guidance marketers need to achieve success.”
This year marks the sixth year that Rival IQ has compiled its industry-leading Social Media Benchmark Report. This year’s report looked at thousands of companies from 14 industries including alcohol, fashion, financial services, food & beverage, health & beauty, higher education, home decor, hotels & resorts, influencers, media, nonprofits, retail, sports teams, and technology & software.