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Social Media Marketing
2023 Average Engagement Charges for 13 Industries [STATS]
02
Oct
Oct
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 (September 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 X (Twitter) engagement rate: 1.02%
- Average Instagram engagement rate: 2.06%
- Average Facebook engagement rate: 0.82%
- Average LinkedIn engagement rate: 1.18%
- Average TikTok engagement rate: 0.71%
Education
- Average X (Twitter) engagement rate: 1.03%
- Average Instagram engagement rate: 3.16%
- Average Facebook engagement rate: 1.63%
- Average LinkedIn engagement rate: 1.81%
- Average TikTok engagement rate: 0.52%
Entertainment and media
- Average X (Twitter) engagement rate: 1.4%
- Average Instagram engagement rate: 1.66%
- Average Facebook engagement rate: 1.09%
- Average LinkedIn engagement rate: 1.32%
- Average TikTok engagement rate: 9.77%
Financial services
- Average X (Twitter) engagement rate: 0.99%
- Average Instagram engagement rate: 1.87%
- Average Facebook engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.74%
- Average TikTok engagement rate: 0.64%
Food and beverage
- Average X (Twitter) engagement rate: 0.79%
- Average Instagram engagement rate: 1.49%
- Average Facebook engagement rate: 0.71%
- Average LinkedIn engagement rate: 1.11%
- Average TikTok engagement rate: 0.64%
Government
- Average X (Twitter) engagement rate: 1.33%
- Average Instagram engagement rate: 2.05%
- Average Facebook engagement rate: 1.64%
- Average LinkedIn engagement rate: 2.14%
- Average TikTok engagement rate: 0.8%
Healthcare and wellness
- Average X (Twitter) engagement rate: 0.92%
- Average Instagram engagement rate: 2.28%
- Average Facebook engagement rate: 1.31%
- Average LinkedIn engagement rate: 1.61%
- Average TikTok engagement rate: 0.75%
Nonprofit
- Average X (Twitter) engagement rate: 1.18%
- Average Instagram engagement rate: 2.47%
- Average Facebook engagement rate: 1.61%
- Average LinkedIn engagement rate: 2.26%
- Average TikTok engagement rate: 0.63%
Real estate
- Average X (Twitter) engagement rate: 0.81%
- Average Instagram engagement rate: 1.5%
- Average Facebook engagement rate: 1.01%
- Average LinkedIn engagement rate: 1.68%
- Average TikTok engagement rate: 0.39%
Retail
- Average X (Twitter) engagement rate: 0.87%
- Average Instagram engagement rate: 2.07%
- Average Facebook engagement rate: 0.82%
- Average LinkedIn engagement rate: 1.29%
- Average TikTok engagement rate: 1.21%
Professional services and consulting
- Average X (Twitter) engagement rate: 0.89%
- Average Instagram engagement rate: 1.62%
- Average Facebook engagement rate: 1.05%
- Average LinkedIn engagement rate: 1.55%
- Average TikTok engagement rate: 0.36%
Technology
- Average X (Twitter) engagement rate: 1.34%
- Average Instagram engagement rate: 1.47%
- Average Facebook engagement rate: 1%
- Average LinkedIn engagement rate: 1.72%
- Average TikTok engagement rate: 0.55%
Travel, hospitality, and leisure
- Average X (Twitter) engagement rate: 1.32%
- Average Instagram engagement rate: 1.7%
- Average Facebook engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.47%
- Average TikTok engagement rate: 6.01%
Average engagement rates: September insights
1. Instagram users are the most engaged
Across almost all industries, Instagram consistently has the highest average rates compared to other social networks.
Interestingly, educational institutions generated higher Instagram engagement than any other industry in September. If you run social media for a school, college, or university and struggle to get your engagement rates up to the industry average, here are some tips that will help.
2. TikTok is a great platform for entertainment and travel-related content
Exceptionally high TikTok engagement rates suggest that short-form video is a great way to capture audience attention in these sectors. If you operate in one of these industries and haven’t started using TikTok to promote your business yet, you might be missing out! Our beginner’s guide to TikTok marketing will help you get started and connect with TikTok’s hyper-engaged community.
3. Financial services and technology have a hard(ish) time generating engagement
In general, financial institutions and tech companies appear to generate slightly lower social media engagement compared to other sectors — on every social media platform except for LinkedIn. This might be because these industries deal with complex and technical topics that can be challenging to engage a broad audience.
Remember: It’s not a product or service that makes something seem “boring” — it’s bad marketing. You can create engaging social content even if your industry has a boring reputation. Not sure how? Check out these blog posts for inspiration:
4. The food and beverage industry wins on Instagram
Restaurants and other food-related businesses see high engagement on Instagram — which makes perfect sense, considering the platform’s focus on visual content (and its users’ obsession with posting pictures of their meals).
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.
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