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 upper or low? Did your target regulars love your campaign, or was it a flop?
Without social media benchmarks (a.k.a. stereotype 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 requite you a largest understanding of where you stand. (And empower you to brag to your superabound with data-informed conviction — you’re welcome.)
We’ve plane included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.
Average engagement rates (November 2023)
Below, you’ll find the latest stereotype engagement rates (per post), wrenched lanugo by industry and social network.
Where did this data come from? Our team collects and anonymously compiles data from social finance unfluctuating to Hootsuite. Each benchmark is based on at least 100 social accounts, and no data can be traced when to any individual account.
For increasingly benchmarks (including impressions, regulars growth rate, posting frequency, and much more) and insights that will help you modernize your marketing strategy, start a self-ruling 30-day Hootsuite trial and scan stats from your industry — and hand-picked competitors — in Hootsuite Analytics
Agencies
- Average Instagram engagement rate: 1.73%
- Average Facebook engagement rate: 0.83%
- Average X (Twitter) engagement rate: 1.04%
- Average LinkedIn engagement rate: 1.21%
- Average TikTok engagement rate: 0.60%
Education
- Average Instagram engagement rate: 3.54%
- Average Facebook engagement rate: 1.65%
- Average X (Twitter) engagement rate: 1.10%
- Average LinkedIn engagement rate: 1.90%
- Average TikTok engagement rate: 0.59%
Entertainment and media
- Average Instagram engagement rate: 1.48%
- Average Facebook engagement rate: 1.08%
- Average X (Twitter) engagement rate: 1.48%
- Average LinkedIn engagement rate: 1.32%
- Average TikTok engagement rate: 1.52%
Financial services
- Average Instagram engagement rate: 2.05%
- Average Facebook engagement rate: 1%
- Average X (Twitter) engagement rate: 1.10%
- Average LinkedIn engagement rate: 1.76%
- Average TikTok engagement rate: 0.59%
Food and beverage
- Average Instagram engagement rate: 1.45%
- Average Facebook engagement rate: 0.74%
- Average X (Twitter) engagement rate: 1.17%
- Average LinkedIn engagement rate: 1.19%
- Average TikTok engagement rate: 0.61%
Government
- Average Instagram engagement rate: 2.08%
- Average Facebook engagement rate: 1.62%
- Average X (Twitter) engagement rate: 1.36%
- Average LinkedIn engagement rate: 2.40%
- Average TikTok engagement rate: 0.68%
Healthcare and wellness
- Average Instagram engagement rate: 1.93%
- Average Facebook engagement rate: 1.32%
- Average X (Twitter) engagement rate: 0.99%
- Average LinkedIn engagement rate: 1.62%
- Average TikTok engagement rate: 0.68%
Nonprofit
- Average Instagram engagement rate: 2.49%
- Average Facebook engagement rate: 1.65%
- Average X (Twitter) engagement rate: 1.33%
- Average LinkedIn engagement rate: 2.27%
- Average TikTok engagement rate: 0.62%
Real estate
- Average Instagram engagement rate: 2%
- Average Facebook engagement rate: 0.86%
- Average X (Twitter) engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.30%
- Average TikTok engagement rate: 0.29%
Retail
- Average Instagram engagement rate: 2%
- Average Facebook engagement rate: 0.86%
- Average X (Twitter) engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.3%
- Average TikTok engagement rate: 0.69%
Professional services and consulting
- Average Instagram engagement rate: 1.63%
- Average Facebook engagement rate: 1.03%
- Average X (Twitter) engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.61%
- Average TikTok engagement rate: 0.44%
Technology
- Average Instagram engagement rate: 1.42%
- Average Facebook engagement rate: 0.91%
- Average X (Twitter) engagement rate: 1.46%
- Average LinkedIn engagement rate: 1.73%
- Average TikTok engagement rate: 0.50%
Travel, hospitality, and leisure
- Average Instagram engagement rate: 1.53%
- Average Facebook engagement rate: 0.94%
- Average X (Twitter) engagement rate: 1.25%
- Average LinkedIn engagement rate: 1.56%
- Average TikTok engagement rate: 0.69%
Average engagement rates: November insights
1. Educational institutions get unconfined engagement wideness the board
The education industry has the highest stereotype engagement rates wideness most social media platforms, with Instagram, LinkedIn, and Facebook all showing above-average scores. This trend suggests that social media users find educational content highly engaging — and that social media managers in this industry know how to request to their audiences.
2. TikTok engagement is pretty low on trademark accounts
… which doesn’t midpoint that you shouldn’t be using it. Instead, consider working with influencers and content creators to promote your merchantry on the platform. User-generated content (UGC) can help you reach relevant audiences in increasingly authentic, organic — and, most importantly, engaging — ways.
3. Technology is big on X (formerly Twitter)
The technology industry does particularly well on X, with an stereotype engagement rate of 1.46%. This likely has to do with the fact that historically, Twitter has unchangingly been used for sharing news and updates in the tech sector.
4. Regulated industries do well on LinkedIn (and Instagram!)
Like all businesses, regulated industries (including finance, healthcare, and education) perform well on the platforms that request to their audiences. LinkedIn, with its professional focus, is a strong performer for all three industries — but Instagram is very constructive for education and healthcare due to the often visual nature of their content.
