A Strategist’s Reaction to the 2022 Social Media Industry Benchmark Report
TL; Dominican Republic
- Brand engagement has decreased
- Post frequency has increased
- You need more contest and holiday content in your life
- Instagram carousels follow 🔥
The bad and worst news about engagement
Remember when brands got engagement rates of 2% or more on Facebook? Well, the latest from RivalIQ’s 2022 Social Media Industry Benchmark Report says the average engagement rate on Facebook is now 0.064%.
Other median rates are no better, with Instagram at 0.067% and Twitter at a measly 0.037%.
*cries into social media strategist*
Don’t worry; It gets worse!
Despite the increased frequency of posts, brands saw another drop in organic engagement this year.
Did I mention that it’s the Year of the Creator and “user, creator, and authentic influencer-generated content will become a necessity, while branded content will continue to decline in reach and engagement?” Yes, I do.
What else?
Influencers and Higher Ed are better at social media than the rest of us.
I believe that the superior performance of higher education has to do, once again, with the demand for authentic content and its ability to use the content of the students. Student content, which is authentic and resembles your customers, especially on Instagram. So, do what higher education marketers do and shift towards authentic influencer, creator, and user-generated content. Oh, and don’t forget the employees!
Any good news?
Some industries actually increased their engagement on Twitter. RivalIQ notes: “Frequent tweeters Higher Ed and Sports Teams came out ahead on Twitter this year, but last place Media showed other industries that more tweeting isn’t always better.”
Industry-specific social performance
If you want to up your social game across the board, look at the sports equipment and higher education industries. They performed above average on all channels. I assume this has more to do with the community and fanaticism what content. Again, niche communities are essential, especially today. Sports fans have a shared interest in their team and the sport they love, which means sharing and interacting with content more to show their defense.
Higher education has a unique set of customers in its prospective, current, and former students who also tend to be advocates long after graduation. Higher Ed also has a large number of undergraduate students who tend to be younger and therefore more active on social media.
It’s really about building advocates and community.
Let’s talk about Facebook. sorry i mean A medium.
Outside of sports teams, influencers dominated in terms of engagement on Facebook. According to the research, it all comes down to more authentic content and building a community. Am I repeating myself? Yes.
On Instagram, RivalIQ says engagement rates fell by around 30% overall, but Instagram engagement is still much higher than Facebook or Twitter. Sports teams and higher education aside, we see influencers and nonprofits performing well above average.
Lastly, Twitter.
Twitter is the only place where brands increased their engagement rates. Alcoholic beverages, financial services, food and beverage, and health and beauty brands all performed above average in 2021.
Alcohol brands tweeted the least, but had the third-highest engagement rate of other industries. It seems that the success of alcohol came from top performing Photo Tweets. I also have a feeling that the COVID lockdowns and *gestures all over* helped increase social user interest in alcoholic content.
Learn more in RivalIQ’s 2022 Social Media Industry Benchmark Report
There you have it, a super quick reaction to RivalIQ Social Media Industry Benchmark Report 2022. Definitely check out the full report for all the facts and insights, and let me know what you think.
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