So you’ve planned and launched a social media campaign, and waited patiently for the likes, comments, and conversions to roll in. Now you’re looking at your performance report, wondering what the numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?
Without social media benchmarks (a.k.a. average performance stats for a social platform or industry), it’s difficult to make sense of raw data. But we got you. In this post, we’ve rounded up average social media engagement rates from 13 top industries to give you a better understanding of where you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)
We’ve even included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.
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Average engagement rates (December 2023)
Below, you’ll find the latest average engagement rates (per post), broken down by industry and social network.
Where did this data come from? Our team collects and anonymously compiles data from social accounts connected to Hootsuite. Each benchmark is based on at least 100 social accounts, and no data can be traced back to any individual account.
For more benchmarks (including impressions, audience growth rate, posting frequency, and much more) and insights that will help you improve your marketing strategy, start a free 30-day Hootsuite trial and browse stats from your industry — and hand-picked competitors — in Hootsuite Analytics
Agencies
- Average Instagram engagement rate: 1.67%
- Average Facebook engagement rate: 0.77%
- Average X (Twitter) engagement rate: 1.23%
- Average LinkedIn engagement rate: 1.05%
- Average TikTok engagement rate: 0.41%
- Average Instagram engagement rate: 3.26%
- Average Facebook engagement rate: 1.36%
- Average X (Twitter) engagement rate: 0.96%
- Average LinkedIn engagement rate: 1.57%
- Average TikTok engagement rate: 0.51%
Entertainment and media
- Average Instagram engagement rate: 1.49%
- Average Facebook engagement rate: 0.94%
- Average X (Twitter) engagement rate: 1.28%
- Average LinkedIn engagement rate: 1.1%
- Average TikTok engagement rate: 0.96%
Financial services
- Average Instagram engagement rate: 2.12%
- Average Facebook engagement rate: 1.02%
- Average X (Twitter) engagement rate: 1.09%
- Average LinkedIn engagement rate: 1.47%
- Average TikTok engagement rate: 0.43%
Food and beverage
- Average Instagram engagement rate: 1.45%
- Average Facebook engagement rate: 0.67%
- Average X (Twitter) engagement rate: 0.80%
- Average LinkedIn engagement rate: 1.04%
- Average TikTok engagement rate: 0.47%
Government
- Average Instagram engagement rate: 1.93%
- Average Facebook engagement rate: 1.44%
- Average X (Twitter) engagement rate: 1.24%
- Average LinkedIn engagement rate: 1.96%
- Average TikTok engagement rate: 0.54%
Healthcare and wellness
- Average Instagram engagement rate: 1.81%
- Average Facebook engagement rate: 1.16%
- Average X (Twitter) engagement rate: 0.93%
- Average LinkedIn engagement rate: 1.37%
- Average TikTok engagement rate: 0.43%
Nonprofit
- Average Instagram engagement rate: 2.32%
- Average Facebook engagement rate: 1.47%
- Average X (Twitter) engagement rate: 1.26%
- Average LinkedIn engagement rate: 1.91%
- Average TikTok engagement rate: 0.47%
Real estate
- Average Instagram engagement rate: 1.41%
- Average Facebook engagement rate: 0.76%
- Average X (Twitter) engagement rate: 0.90%
- Average LinkedIn engagement rate: 1.17%
- Average TikTok engagement rate: 0.53%
Retail
- Average Instagram engagement rate: 1.79%
- Average Facebook engagement rate: 0.76%
- Average X (Twitter) engagement rate: 0.90%
- Average LinkedIn engagement rate: 1.17%
- Average TikTok engagement rate: 0.53%
Professional services and consulting
- Average Instagram engagement rate: 1.41%
- Average Facebook engagement rate: 0.89%
- Average X (Twitter) engagement rate: 0.85%
- Average LinkedIn engagement rate: 1.32%
- Average TikTok engagement rate: 0.28%
Technology
- Average Instagram engagement rate: 1.37%
- Average Facebook engagement rate: 0.78%
- Average X (Twitter) engagement rate: 1.29%
- Average LinkedIn engagement rate: 1.39%
- Average TikTok engagement rate: 0.36%
Travel, hospitality, and leisure
- Average Instagram engagement rate: 1.45%
- Average Facebook engagement rate: 0.85%
- Average X (Twitter) engagement rate: 1.20%
- Average LinkedIn engagement rate: 1.27%
- Average TikTok engagement rate: 0.58%
Average engagement rates: December insights
1. Engagement rates dip in December
Compared to November, December engagement rates were lower across industries and platforms. It seems that people interact with business accounts less over the winter holidays.
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2. Non-profits performed higher than other industries on Instagram
The visual nature of Instagram supports non-profits in telling impactful stories and highlighting urgent causes. In general, images and video are perfect formats for businesses looking to connect emotionally with their audience.
3. Technology is big on X (formerly Twitter)
The technology industry leads on X, with an average engagement rate of 1.29%. This likely has to do with the fact that historically, Twitter has always been used for sharing news and updates in the tech sector.
4. Healthcare organizations benefit from a mix of platforms
Balanced engagement across social networks within the healthcare industry suggests that organizations in this sector benefit from a diverse approach. If you’re in healthcare, include Instagram, Facebook, Twitter, and LinkedIn in your strategy to reach a broad audience with a mix of tactics, from visual storytelling to professional networking.
Free engagement rate calculator
Ready to compare your performance to industry benchmarks? Use this free tool to find out your engagement rate by post.
Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the posts that were part of the campaign.
If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.
Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite’s social media analytics tool collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.
With Hootsuite Analytics, you can also:
- Find out when your audience is online
- Get personalized recommendations for your best times to post for each of your accounts
- Easily view industry benchmarks and see how you compare to competitors
Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.
All your social media analytics in one place. Use Hootsuite to see what’s working and where to improve performance.
The post Average Engagement Rates for 13 Industries [December 2023] appeared first on Social Media Marketing & Management Dashboard.
