Try bulking up carousel posting to get ahead on this ultra-visual channel. Media brands saw twice the engagement rates of the next most engaging hashtag by throwing it back on Instagram this year. Media brands dropped their photo tweet type frequency this year and put more muscle behind posting links on Twitter. Nonprofits saw above-median engagement rates across all social channels this year, with flat engagement on Facebook and Twitter and a slight dip on Instagram. Posts per week and engagement rate per post across all channels, Nonprofits.
Nonprofits came in above median engagement rates with at or above the posting frequency median on all three channels this year, suggesting their considerable efforts are being rewarded. Nonprofits increased their photo and video posts on Facebook this year and saw increased engagement rates for both. Nonprofits like The Borgen Project made great use of carousels to educate followers using the extra real estate from multiple views.
Nonprofits like American Ballet Theatre saw great success with happynewyear thanks to fun photos and videos to help their followers celebrate. Status updates and photos performed slightly better for Nonprofits on Twitter this year, but videos still came out on top for engagement rates. No surprise that Nonprofits saw success on Twitter keeping their followers up to date on the latest coronavirus news with hashtags like covid and lockdown.
Retail saw a bump in Twitter engagement rates this year that helped these brands come in right at the median for this channel, while continuing to lag on Instagram and Facebook. Notable Retail brands include Target , noon. Retail brands saw a slight uptick in engagement rates for status updates and links on Facebook, but still put their efforts where they mattered most: photo posts.
Retail brands saw engagement rates fall with every post type on Instagram, which helps explain their second-to-last place finish on Instagram. Cowboy gear brand Sheplers grabbed the retail Instagram engagement rate gold this year with timeless photo posts.
No surprises here that consumer-focused Retail brands saw lots of Instagram success with hashtags like onlineshopping, win, and shopping hashtags this year. Sports Teams saw second-place engagement rates on all three channels this year. They were also frequent posters, especially on Instagram and Twitter as compared to other industries. Posts per week and engagement rate per post across all channels, Sports Teams. In a year of uncertainty and way fewer sporting events, Sports Teams were able to snag the engagement rate silver on all three channels.
Photo posts on Facebook helped Sports Teams earn more than 2x the median engagement rate on this channel, putting these brands comfortably in second place.
Sports Teams like overall Instagram winner and Greek soccer team Paok FC combined high-performing carousels with contest posts for the ultimate in Instagram engagement. Sports Teams saw high Instagram hashtag performance with a mix of sports-themed hashtags like FIFA21 and more social justice-themed hashtags like blacklivesmatter and blackouttuesday.
Fans loved when Sports Teams used the newprofilepic to signal a new theme or avatar to the tune of almost 3x the next most popular Twitter hashtag. For the second year in a row, photos and carousels had very similar engagement rates on Instagram, while video lagged behind. 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.
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.
Within this report, we provide a representative sample of organic and paid posts from national and international companies in each industry by selecting companies at random from each industry in our database of over , companies.
Companies selected had active presences on Facebook, Instagram, and Twitter as of January , and had Facebook fan counts between 25, and 1,, and minimum Instagram and Twitter followers of 1, as of the same date.
We used median performance from the companies selected for each industry to compile the data for this report. Because audience size is hugely important: 1, likes makes a huge difference to a brand with 2, followers, but is a drop in the bucket to a brand with , followers. Ready to starting benchmarking your social media performance? Check out our Live Benchmark landscapes, where we feature live social media metrics from a sample of companies from each industry represented in this study.
These landscapes feature hashtag performance, top post types, and so much more on Facebook, Instagram, and Twitter. Or, run a free Head-to-Head report against your biggest rival to see how you measure up to both your competition and against industry benchmarks represented in this study. Twitter is all about connecting rather than broadcasting to the masses, so it makes sense that brands were able to maintain engagement rates on Twitter as people huddled at home with a hunger for connection.
Many brands used their sizable platforms to call for racial equity and justice for Black people and people of color. Blair is a content marketer based in Seattle who relishes helping companies large and small do one thing: tell their stories. She specializes in content creation, messaging, branding, and community engagement to get the word out. Posting frequency continues to decline.
Brands are posting a little less often on every channel for the second year in a row. Carousels are king on Instagram. Brands should look for opportunities to combine photos into carousels. Diversifying hashtags between channels is key. What works on Instagram might not work on Twitter, so brands should do their research and experiment.
COVID was less of a player than one might think. Let's DonateForKerala. The British Red Cross have a fantastic example of how to do this across multiple platforms. Their Twitter bio uses the PowerofKindness hashtag:. Fancy getting started? The search results for each of these hashtags is charity-based, so you might have competition to stand out. Testing a handful of non-branded hashtags can help you to discover which terms are resonating with your audience and being searched-for.
Did you know that people are three times more likely to engage with Tweets that contain photos and videos? Facebook posts with images see 2. Not only do large, high-quality photos look impressive, but the larger size demands more attention in a crowded News Feed. You could accompany external URLs with:. You might have heard the cartoon character's fictional call—but have you listened to the soft, cooing voice of the real Greater Roadrunner?
People might be getting in touch to ask how they can get involved, but you might not realise the timing of your response is just as important as what you respond with.
The only way to improve your typical response rate on Facebook is to respond to private messages in a timely manner. This rule is especially important if you're a social media marketing agency who is doing community management on behalf of your nonprofit clients, since you want to uphold their reputation in order to retain them as your client.
Did you know that the overall CTR lift after adding a call-to-action to a Facebook ad is 2. You can also keep an eye on the different features social media networks are developing for nonprofits and charity organisations. For example, in , YouTube launched new fundraising tools for nonprofits which allowed creators raise brand awareness and directly receive donations with the help of video marketing!
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