Average Engagement Rates for 13 Industries [October 2023]

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So that you’ve deliberate and launched a social media marketing campaign, and waited patiently for the likes, feedback, and conversions to roll in. Now you’re your efficiency report, questioning what the numbers truly imply. Is a 2% engagement charge excessive or low? Did your target market love your marketing campaign, or was it a flop?

With out social media benchmarks (a.okay.a. common efficiency stats for a social platform or trade), it’s troublesome to make sense of uncooked knowledge. However we received you. On this put up, we’ve rounded up common social media engagement charges from 13 high industries to provide you a greater understanding of the place you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)

We’ve even included a easy (and free!) engagement charge calculator you need to use to shortly double-check your personal efficiency stats.

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Average engagement charges (October 2023)

Beneath, you’ll discover the newest common engagement charges (per put up), damaged down by trade and social community.

The place did this knowledge come from? Our staff collects and anonymously compiles knowledge from social accounts related to Hootsuite. Every benchmark is predicated on a minimum of 100 social accounts, and no knowledge will be traced again to any particular person account.

For extra benchmarks (together with impressions, viewers progress charge, posting frequency, and way more) and insights that can assist you enhance your advertising and marketing technique, begin a free 30-day Hootsuite trial and browse stats out of your trade — and hand-picked opponents — in Hootsuite Analytics

Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement

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Companies

Average Instagram engagement charge: 1.72%
Average Fb engagement charge: 0.82%
Average X (Twitter) engagement charge: 0.94%
Average LinkedIn engagement charge: 1.06%
Average TikTok engagement charge: 0.60%

Average social media engagement rates October 2023: Agencies

Schooling

Average Instagram engagement charge: 3.44%
Average Fb engagement charge: 1.73%
Average X (Twitter) engagement charge: 1.07%
Average LinkedIn engagement charge: 1.69%
Average TikTok engagement charge: 0.62%

Average social media engagement rates October 2023: Education

Leisure and media

Average Instagram engagement charge: 1.61%
Average Fb engagement charge: 1.08%
Average X (Twitter) engagement charge: 1.38%
Average LinkedIn engagement charge: 1.19%
Average TikTok engagement charge: 2.48%

Average social media engagement rates October 2023: Entertainment and media

Monetary companies

Average Instagram engagement charge: 1.93%
Average Fb engagement charge: 1%
Average X (Twitter) engagement charge: 1.02%
Average LinkedIn engagement charge: 1.58%
Average TikTok engagement charge: 0.85%

Average social media engagement rates October 2023: Financial services

Meals and beverage

Average Instagram engagement charge: 1.49%
Average Fb engagement charge: 0.71%
Average X (Twitter) engagement charge: 0.76%
Average LinkedIn engagement charge: 1.06%
Average TikTok engagement charge: 0.75%

Average social media engagement rates October 2023: Food and beverage

Authorities

Average Instagram engagement charge: 2.11%
Average Fb engagement charge: 1.62%
Average X (Twitter) engagement charge: 1.28%
Average LinkedIn engagement charge: 2.08%
Average TikTok engagement charge: 0.68%

Average social media engagement rates October 2023: Government

Healthcare and wellness

Average Instagram engagement charge: 2.12%
Average Fb engagement charge: 1.36%
Average X (Twitter) engagement charge: 0.96%
Average LinkedIn engagement charge: 1.49%
Average TikTok engagement charge: 0.61%

Average social media engagement rates October 2023: Healthcare and wellness

Nonprofit

Average Instagram engagement charge: 2.92%
Average Fb engagement charge: 1.69%
Average X (Twitter) engagement charge: 1.20%
Average LinkedIn engagement charge: 2.05%
Average TikTok engagement charge: 0.63%

Average social media engagement rates October 2023: Nonprofit

Actual property

Average Instagram engagement charge: 1.53%
Average Fb engagement charge: 1%
Average X (Twitter) engagement charge: 0.80%
Average LinkedIn engagement charge: 1.56%
Average TikTok engagement charge: 0.31%

Average social media engagement rates October 2023: Real estate

Retail

Average Instagram engagement charge: 2.04%
Average Fb engagement charge: 0.90%
Average X (Twitter) engagement charge: 0.87%
Average LinkedIn engagement charge: 1.21%
Average TikTok engagement charge: 0.97%

Average social media engagement rates October 2023: Retail

Skilled companies and consulting

Average Instagram engagement charge: 1.64%
Average Fb engagement charge: 1.03%
Average X (Twitter) engagement charge: 0.89%
Average LinkedIn engagement charge: 1.43%
Average TikTok engagement charge: 0.36%

Average social media engagement rates October 2023: Professional services and consulting

Expertise

Average Instagram engagement charge: 1.48%
Average Fb engagement charge: 0.96%
Average X (Twitter) engagement charge: 1.26%
Average LinkedIn engagement charge: 1.53%
Average TikTok engagement charge: 1.20%

(*13*)

Journey, hospitality, and leisure

Average Instagram engagement charge: 1.55%
Average Fb engagement charge: 0.97%
Average X (Twitter) engagement charge: 1.20%
Average LinkedIn engagement charge: 1.39%
Average TikTok engagement charge: 0.94%

Average social media engagement rates October 2023: Travel, hospitality, leisure

Average engagement charges: October insights

1. Academic establishments get nice engagement throughout the board

The training trade has the best common engagement charges throughout most social media platforms, with Instagram, LinkedIn, and Fb all displaying above-average scores. This pattern means that social media customers discover academic content material extremely participating — and that social media managers on this trade know the way to enchantment to their audiences.

2. TikTok engagement is fairly low on model accounts

… which doesn’t imply that you simply shouldn’t be utilizing it. As a substitute, take into account working with influencers and content material creators to advertise your corporation on the platform. Person-generated content material (UGC) might help you attain related audiences in additional genuine, natural — and, most significantly, participating — methods.

3. Expertise is massive on X (previously Twitter)

The expertise trade does notably effectively on X, with a median engagement charge of 1.26%. This seemingly has to do with the truth that traditionally, Twitter has at all times been used for sharing information and updates within the tech sector.

4. Regulated industries do effectively on LinkedIn (and Instagram!)

Like all companies, regulated industries (together with finance, healthcare, and training) carry out effectively on the platforms that enchantment to their audiences. LinkedIn, with its skilled focus, is a robust performer for all three industries — however Instagram could be very efficient for training and healthcare as a result of typically visible nature of their content material.

Free engagement charge calculator

Prepared to check your efficiency to trade benchmarks? Use this free instrument to seek out out your engagement charge by put up.

Word: In case you’re calculating your account’s complete engagement, embrace details about all of your posts (e.g complete variety of posts printed, complete variety of likes, and so forth). In case you’re calculating the engagement charge of a particular social media advertising and marketing marketing campaign, solely embrace the main points of the posts that had been a part of the marketing campaign.

In case you’re wanting for extra detailed knowledge otherwise you wish to calculate totally different sorts of engagement (like engagement charge by attain or engagement charge by impressions), obtain our free spreadsheet calculator that can do the mathematics for you.

Or, higher but, begin a free 30-day Hootsuite trial to simply monitor the efficiency of all of your social channels in a single place (so you may replicate what works and get extra engagement). Hootsuite’s social media analytics instrument collects your stats from Fb, Instagram, Twitter, LinkedIn, and TikTok.

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