This New Report Reveals Surprising Social Media Engagement Statistics for Brands

Social media engagement has started to be seen as the veritable lifeblood of a brand that truly wants to end up being taken as seriously as possible in the coming years. That’s why Rival IQ just released a report that goes into great detail about the kind of engagement that brands are currently seeing online, and it compiled a database of 200,000 brands with 150 being selected at random from each major industry in order to see what their performance was actually like.

All of these companies have active presences across major social media platforms including Twitter, Facebook and Instagram. They usually have more Facebook followers than on Instagram and Twitter, with the minimum number for Facebook being 25,000 and 5,000 for Twitter and Instagram. With all of that having been said and now out of the way, it is important to note that the average engagement rate that a brand can receive on Facebook is shockingly low to say the least according to this report.

While sports teams and influencers get 0.27% and 0.2% engagement from their Facebook followers, the median statistic if you take all industries into account is 0.064%. That means that while gaining fans on Facebook is easy enough, only a tiny fraction of them are going to end up actually interacting with the content that a brand might be thinking of putting out there with all things having been considered and taken into account. That seems to indicate that Facebook isn’t a very good platform at least from an engagement point of view.

Another thing to note is that Facebook’s engagement rate has really been going down these past few years. It was at 0.09% in 2019 which was low in and of itself, but then it dropped to 0.08% in 2020 and now it went as low as 0.064% in 2021. If not even a tenth of a percent of your followers are interacting with your content, an argument can be made that a presence on the social media platform that offers such low engagement rates isn’t worth it at all.

Instagram appears to do a little bit better from an engagement point of view, but its engagement rate has dropped from 0.9% in 2021 to 0.67% as well. Brands don’t seem to be getting much engagement through these platforms anymore which is concerning because of the fact that this is the sort of thing that could potentially end up making it really difficult for them to keep themselves afloat, and there is no concrete reason that people can think of that could explain such a thing occurring in the first place.

Even though Instagram’s engagement rate is dropping, both it and Facebook do a lot better than Twitter. On Twitter, brands can expect engagement rates of around 0.037% which is even lower than the 0.045% that was recorded in 2020. Hence, it appears that social media users are decreasing their overall engagement levels in general and it might not be associated with any specific kind of social media platform. Still, this might be a cause for alarm for certain brands and they will need to put a lot of effort into ensuring that things get better in the future.
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