1、Industry benchmarks across the most important social media metrics 2023 Social Media Industry Benchmark ReportWere back with a supercharged version of our annual Social Media Industry Benchmark Report.We surveyed thousands of the most engaging brands and companies on social to analyze whats really m

2、aking them so successful.The Benchmarks:Our biggest report ever features the most important metrics from 2022 across 14 top industries:This report has everything you need to measure your social media success against your competitors on Facebook,Twitter,TikTok,and Instagram across these 14 major indu

3、stries.We also feature tons of insights about how social media engagement has changed over the last year for these industries so you can optimize your strategy in 2023.As usual,we have channel observations,best post types,Instagram,Twitter,and TikTok hashtags,and more.Now lets get benchmarking.Intro

4、ductionAlcohol Fashion Financial Services Food&BeverageHealth&Beauty Higher Education Home Decor Influencers Media Nonprofits Retail Sports TeamsTech&Software TravelKey takeawaysBrands seeing less organic engagement this year.Engagement rates are on the decline for Instagram for the third year in a

5、row but holding pretty steady for Facebook and Twitter.Posting frequency on the decline.Post frequency is flat on Instagram but took a 20%dive on Facebook and Twitter.Its all about the holiday hashtags.Almost every industry earned top engagement rates from holiday-hashtagged posts,while contests and

6、 giveaways were less popular than in other years.Every brand should post Reels on Instagram.Reels have officially entered the chat on Instagram,dethroning ever-popular carousels for many industries in the race for the most engaging post type.TikTok is topping the charts.With a median engagement rate

7、 of 5.69%,TikTok was every industrys best friend this year.To spot trends and identify benchmarks,we used Rival IQ to analyze engagement rates,posting frequency,post types,and hashtags on the top four social channels for brands:Facebook,Instagram,TikTok,and Twitter.We define engagement as measurable

8、 interaction on organic and boosted 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.Methodology=ENGAGEMENT RATETOTAL FOLLOWER COUNTMEASURABLE INTERACTION Retweets Shares

9、Reactions Likes Comments FavoritesWithin this report,we provide a representative sample of national and international companies in each industry by selecting 150 companies at random from each industry in our database of over 200,000 companies.Companies selected had active presences on Facebook,Insta

10、gram,TikTok,and Twitter as of January 2022,and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram,TikTok,Twitter followers of 5,000 as of the same date.We used median performance from the companies selected for each industry to compile the data for this report.Whos included i

11、n this study?150 FROM EACH OF THE FOLLOWING 14 INDUSTRIES:2,100 TOTAL COMPANIESTHAT ALSO HAVEHIGHER EDNONPROFITSMEDIATRAVELSPORTS TEAMSINFLUENCERSFASHIONFOOD&BEVERAGEHEALTH&BEAUTYHOME DECORALCOHOLRETAILTECH&SOFTWAREFINANCIAL SERVICES25,000-1,000,000FACEBOOK FOLLOWERS 5,000INSTAGRAM FOLLOWERS 5,000TW

12、ITTER FOLLOWERS 5,000TIKTOK FOLLOWERSLets describe the data set1.9M POSTS841K POSTS2.2M TWEETS579M ENGAGEMENTS315M ENGAGEMENTS2.3B ENGAGEMENTS304K VIDEOS5.8B ENGAGEMENTSThe BenchmarksSocial media success is about so much more than getting the most comments or likes:its about increasing engagement wh

13、ile also growing or maintaining the percentage of your audience that engages as you expand your audience.To us,engagement rate per post is the metric because it controls for post volume and audience size and helps marketers understand how theyre doing in relation to their competitors.Why cant you ga

14、uge success on likes alone?Because audience size is hugely important:1,000 likes makes a huge difference to a brand with 2,000 followers,but is a drop in the bucket to a brand with 100,000 followers.Why do we benchmark?With that core metric in mind,we include a detailed look at each industrys engage

15、ment rate alongside posting frequency,post media types,hashtags,and more for a true sense of social performance.Quick note:the truest measure of your social contents resonance would be engagement divided by unique reach(the count of unique people who saw your content)or impressions(the number of tim

16、es your content was displayed).Unfortunately,due to the Facebook,Instagram,TikTok,and Twitter API restrictions,we arent able to include this particular stat.In addition to our social media industry breakdowns,we also compare all the industries together so you can see how things shake out across the

17、board.Ready to compare your social media performance live?Check out our Explore 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,Insta

18、gram,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.(Oh,and if youre a Rival IQ customer or in a trial,you can add those stats directly into your Rival IQ account fo

19、r even more comparisons.)Start measuring your social performance?RIVAL IQ INSIGHT?Engagement rate per post(by follower)Facebook engagementAlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamTech&SoftwareTravel0.09%0.04%0.24%0.03%0.0

20、7%0.04%0.20%0.03%0.15%0.03%0.04%0.04%0.02%0.09%The median across all industries is 0.060%The all-industry Facebook median declined a little this year.Tech&Software brands managed a slight increase,and Retail and Travel stayed flat.?RIVAL IQ INSIGHT?Posts per weekFacebook activityMedian posting frequ

21、ency on Facebook declined by a few points this year.AlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamTech&SoftwareTravel3.45.223.46.27.473.54.23.96.74.02.54.35.02.9The median across all industries is 5.04 posts per week?RIVAL IQ

22、INSIGHT?607080MediaPosts per week vs.engagement rate per post(by follower)Facebook posts vs.engagementInfluencers(infrequent posters)and Sports Teams(frequent posters)earn consistently high marks on Facebook despite a big delta in posting frequency.ENGAGEMENT RATE0.00%0.05%0.10%0.15%0.20%0.25%POSTS

23、PER WEEK0102030TravelTech&SoftwareSports TeamRetailNonprofitsInfluencersHome DecorHigher EdHealth&BeautyFood&BeverageFinancial ServicesFashionAlcoholBrands post most frequently on Facebook.?RIVAL IQ INSIGHT?Engagement rate per post(by follower)Instagram engagementInstagram engagement rates fell by a

24、bout 30%this year,which isnt the news hardworking content creators were hoping for.AlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsTech&SoftwareTravel0.47%0.50%1.49%0.19%0.63%0.53%0.81%0.22%2.58%0.24%0.47%0.34%0.25%0.47%The med

25、ian across all industries is 0.47%?RIVAL IQ INSIGHT?Posts per weekInstagram activityThe median posting frequency across all industries increased by a hair this year on Instagram.AlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsT

26、ech&SoftwareTravel3.43.015.66.85.010.04.14.43.96.12.93.26.42.9The median across all industries is 4.6 posts per week?RIVAL IQ INSIGHT?Posts per week vs.engagement rate per post(by follower)Instagram posts vs.engagementHigher Ed was the clear engagement winner on Instagram despite below-median postin

27、g frequency,suggesting more isnt always better on Instagram(though second-place Sports Teams might beg to differ).ENGAGEMENT RATE0.0%0.7%1.3%2.0%2.6%POSTS PER WEEK0481216TravelTech&SoftwareSports TeamsRetailNonprofitsMediaInfluencersHome DecorHigher EdHealth&BeautyFood&BeverageFinancial ServicesFash

28、ionAlcoholInstagram consistently sees low posting volume and high engagement rates.RIVAL IQ INSIGHT?Engagement rate per tweet(by follower)Twitter engagementEngagement rates were almost flat on Twitter,reminding us that sometimes no news is good news.AlcoholFashionFinancial ServicesFood&BeverageHealt

29、h&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsTech&SoftwareTravel0.032%0.037%0.078%0.022%0.050%0.009%0.044%0.015%0.058%0.019%0.040%0.038%0.018%0.045%The median across all industries is 0.035%RIVAL IQ INSIGHT?Tweets per weekTwitter activityAlcoholFashionFinancial ServicesFood

30、&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsTech&SoftwareTravel1.85.547.12.49.870.23.41.17.90.91.94.30.91.8The median across all industries is 3.91 tweets per weekTweeting frequency decreased by about 20%this year across all industries,which isnt too surprisi

31、ng given all the Twitter turmoil.RIVAL IQ INSIGHT?6080MediaTweets per week vs.engagement rate per tweet(by follower)Twitter tweets vs.engagementFrequent tweeters Higher Ed and Sports Teams came out ahead on Twitter this year,but last-place Media showed other industries that higher tweet frequency is

32、nt always better.ENGAGEMENT RATE0.00%0.02%0.04%0.06%0.08%TWEETS PER WEEK01020304050TravelTech&SoftwareSports TeamsRetailNonprofitsInfluencersHome DecorHigher EdHealth&BeautyFood&BeverageFinancial ServicesFashionAlcoholMedia brands publish 17x the median on Twitter RIVAL IQ INSIGHT?Engagement rate pe

33、r video(by follower)TikTok engagementHigher Ed,Sports Teams,and Financial Services led the pack on TikTok engagement this year.AlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsTech&SoftwareTravel7.43%4.54%9.18%4.09%7.36%5.32%3.0

34、8%5.65%16.26%2.63%6.84%7.41%4.04%3.89%The median across all industries is 5.69%RIVAL IQ INSIGHT?Videos per weekTikTok activityAlcoholFashionFinancial ServicesFood&BeverageHealth&BeautyHigher EdHome DecorInfluencersMediaNonprofitsRetailSports TeamsTech&SoftwareTravel1.51.52.02.21.54.21.61.71.42.91.11

35、.22.21.0The median across all industries is 1.75 Videos per weekMedia and Health&Beauty brands posted the most on TikTok this year,while Alcohol and Food&Beverage brands brought up the rear.RIVAL IQ INSIGHT?Posts per week vs.engagement rate per post(by follower)TikTok videos vs.engagementHigher Ed s

36、ees epic engagement rates on TikTok but is one of the least frequent posters,while Media brands lagging engagement rates prove once again that more posting isnt necessarily better.ENGAGEMENT RATE0.0%4.5%9.0%13.5%18.0%VIDEOS PER WEEK012345TravelTech&SoftwareSports TeamRetailNonprofitsMediaInfluencers

37、Home DecorHigher EdHealth&BeautyFood&BeverageFinancial ServicesFashionAlcoholBrands are posting less frequently on TikTok than on any other channel RIVAL IQ INSIGHT?Engagement Rate Benchmarks Over TimeEngagement rates were fairly flat on Facebook and Twitter,but Instagram engagement rates took a 30%

38、dip this year.Since this is our first year publishing benchmarks for TikTok,we cant draw any YoY conclusions there just yet.TWITTERFACEBOOKINSTAGRAM20022Axis not to scale0.47%0.67%0.98%1.22%0.06%0.06%0.08%0.09%0.035%0.037%0.045%0.045%2002220022 RIVAL IQ INSIGHT?4.64.

39、64.04.35.05.95.55.83.95.04.45.4Weekly Posting Over TimeInstagram post frequency was flat this year,while brands decreased their investment in creating content on both Facebook and Twitter.TWITTERFACEBOOKINSTAGRAM200222002220022INDUSTRY SNAPSHOT AlcoholFACEBOOK POSTS

40、PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQCheers to Alcohol brands on Facebook and Twitter2.852.931.810.09%0.47%0.045%OverviewAlcohol brands wer

41、e just one step away from the podium on Facebook and Twitter.These brands earned median engagement rates on Instagram while struggling on TikTok.A few ways Alcohol brands can keep up the pace:Try experimenting with posting frequency,since Alcohol brands consistently post less frequently than other i

42、ndustries.Holidays like Fathers Day and Valentines Day topped the hashtag charts this year for Alcohol brands.ALCOHOL1.043.89%SAMPLE BRANDS RIVAL IQ INSIGHT?ENGAGEMENT RATE0.000%0.028%0.055%0.083%0.110%POSTS PER WEEK00.751.52.253PhotoLinkStatusVideoAlcohol brands were much likelier to post a photo o

43、n Facebook than any other post type,which has paid off,since photo posts outperformed all other post types by a mile.?Facebook metrics by post typeALCOHOL RIVAL IQ INSIGHT?ENGAGEMENT RATE0.000%0.150%0.300%0.450%0.600%POSTS PER WEEK00.450.91.351.8ReelPhotoCarouselVideoCarousels grabbed the highest en

44、gagement rates for Alcohol brands,who were much likelier to post photos on Instagram.Consider combining a few of those single-photo posts into high-performing carousels.?Instagram metrics by post typeALCOHOL RIVAL IQ INSIGHT?Alcohol brands saw the most success with photo tweets this year,but still r

45、an in the middle of the industry pack on Twitter.?Twitter metrics by tweet typeALCOHOLENGAGEMENT RATE0.000%0.015%0.030%0.045%0.060%POSTS PER WEEK00.30.60.91.2PhotoLinkStatusVideo RIVAL IQ INSIGHT?Alcohol brands rocked holiday hashtags like#BlackFriday and beer-themed hashtags like#Stout and#HazyIPA

46、on Instagram this year.?Instagram hashtags by eng.rateALCOHOL#blackfriday#summertime#newyear#memorialday#stout#thanksgiving#nationalbeerday#weekendvibes#hazyipa#internationalbeerday 0.29%0.32%0.33%0.33%0.34%0.35%0.35%0.36%0.39%0.39%*Hashtags used by more than 15 companies in this study RIVAL IQ INSI

47、GHT?Alcohol followers were quick to smash the like button when tweets mentioned holidays like Fathers Day and Valentines Day.?Twitter hashtags by eng.rateALCOHOL#fathersday#valentinesday#tbt#earthday#stpatricksday#internationalbeerday#internationalwomensday#ipaday#beer#nationalbeerday 0.035%0.038%0.

48、063%0.063%0.075%0.077%0.123%0.190%0.250%0.296%*Hashtags used by more than 11 companies in this study RIVAL IQ INSIGHT?Its no surprise that beer-related hashtags and the ever-present#FYP hashtag were top performers for Alcohol brands on TikTok this year.TikTok hashtags by eng.rateALCOHOL#cocktail#ipa

49、#beertok#fyp#craftbeer#brewery#beer#cocktails#summer#foryou 2.51%2.97%3.18%4.69%4.78%4.86%5.14%6.75%7.34%9.95%*Hashtags used by more than 12 companies in this studyINDUSTRY SNAPSHOT FashionFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWIT

50、TER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQFashion Struggling Across All Channels4.986.430.860.023%0.245%0.018%OverviewFashion brands were at or near the bottom of the pack on Facebook,Instagram,and Twitter,but earned near-median engagement

51、rates on TikTok.Some suggestions for Fashion brands:Invest more in TikTok,which is paying more engagement dividends than other channels right now.Try pulling back on post frequency on Facebook and Instagram with an eye towards higher quality content.FASHION2.224.04%SAMPLE BRANDS RIVAL IQ INSIGHT?Pho

52、tos were twice as engaging as other post types for Fashion brands on Facebook.?Facebook metrics by post typeFASHIONENGAGEMENT RATE0.000%0.006%0.011%0.017%0.022%POSTS PER WEEK01.252.53.755LinkPhotoStatusVideo RIVAL IQ INSIGHT?ENGAGEMENT RATE0.190%0.202%0.215%0.227%0.240%POSTS PER WEEK01234ReelPhotoVi

53、deoCarouselAs for many other industries,Reels and carousels topped the engagement charts for Fashion brands this year.?Instagram metrics by post typeFASHION RIVAL IQ INSIGHT?Fashion brands were all about the photos this year on Twitter and barely put any energy into low-performing status and link tw

54、eets.?Twitter metrics by tweet typeFASHIONENGAGEMENT RATE0.000%0.010%0.019%0.028%0.038%POSTS PER WEEK00.10.20.30.4LinkPhotoStatusVideo RIVAL IQ INSIGHT?Giveaway-themed hashtags performed 3x as well as the next highest hashtags for Fashion brands on Instagram.?Instagram hashtags by eng.rateFASHION#ch

55、ristmas#giveaway#win#mensfashion#menswear#behindthescenes#love#newyear#fathersday#mothersday 0.23%0.23%0.24%0.26%0.42%0.54%0.55%1.52%1.64%1.67%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Giveaway hashtags blew other hashtags out of the water for Fashion brands on Twitter

56、this year.?Twitter hashtags by eng.rateFASHION*Hashtags used by more than 7 companies in this study#giveaway#mondaymotivation#valentinesday#sale#internationalwomensday#blackfriday#jeans#halloween#fashion#summer 0.01%0.01%0.01%0.02%0.02%0.03%0.03%0.13%0.39%2.61%RIVAL IQ INSIGHT?#duet#asmr#newyear#fy#

57、dance#fashiontok#travel#foryou#streetwear#jeans 3.18%3.55%3.73%3.74%4.21%4.37%4.46%4.58%5.02%7.34%TikTok-specific hashtags like#duet and#foryou performed well for Fashion brands,while more standard hashtags like#travel and#dance also earned top engagement.TikTok hashtags by eng.rateFASHION*Hashtags

58、used by more than 15 companies in this studyINDUSTRY SNAPSHOT Financial ServicesFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQOvervie

59、wFinServ brands saw biggest bang for their buck on TikTok4.273.154.260.043%0.343%0.038%Financial Services brands grabbed a fourth place finish on TikTok while earning below-median engagement rates on Facebook and Instagram and posting less frequently than other industries on these channels.A few ide

60、as for Financial Services brands:Try repackaging top-performing video content from TikTok for use on other channels.Educational hashtags like FinancialLiteracy and LearnOnTikTok were top performers,proving FinServ followers are down to learn.FINANCIAL SERVICES1.217.41%SAMPLE BRANDS RIVAL IQ INSIGHT?

61、ENGAGEMENT RATE0.000%0.013%0.025%0.038%0.050%POSTS PER WEEK00.751.52.253LinkPhotoStatusVideoPhoto posts earn twice the engagement of Financial Services next most engaging post type on Facebook,so its a good thing these brands are leaning into the photos.?Facebook metrics by post typeFINANCIAL SERVIC

62、ES RIVAL IQ INSIGHT?Carousel posts earned top engagement for Financial Services brands on Instagram this year,with videos and Reels surprisingly bringing up the rear.?Instagram metrics by post typeFINANCIAL SERVICESENGAGEMENT RATE0.000%0.095%0.190%0.285%0.380%POSTS PER WEEK00.3250.650.9751.3ReelPhot

63、oCarouselVideo RIVAL IQ INSIGHT?Status,video,and photo tweets all earned basically the same engagement rates for Financial Services brands on Twitter this year,proving these brands were right to stay away from link tweets.?Twitter metrics by tweet typeFINANCIAL SERVICESENGAGEMENT RATE0.000%0.010%0.0

64、20%0.030%0.040%POSTS PER WEEK00.551.11.652.2LinkPhotoStatusVideo RIVAL IQ INSIGHT?FINANCIAL SERVICES#financialliteracy#giveaway#mothersday#eidmubarak#pride#valentinesday#fintech#investing#finance#breakthebias 0.28%0.30%0.32%0.32%0.35%0.41%0.49%0.55%0.58%0.72%?Instagram hashtags by eng.rateHashtags l

65、ike#FinancialLiteracy and#Investing proved educational tweets were also engaging ones for Financial Services brands on Instagram this year.*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Holiday hashtags like#FathersDay and#MerryChristmas performed well for Financial Services

66、 brands this year,as did industry-related hashtags like#FinTech and#Finance.?Twitter hashtags by eng.rateFINANCIAL SERVICES#fintech#fathersday#finance#banking#merrychristmas#blackfriday#valentinesday#inflation#breakthebias#internationalwomensday 0.028%0.032%0.042%0.044%0.065%0.092%0.095%0.160%0.205%

67、0.247%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Financial Services used industry-related hashtags like#FinTok,#FinTech,and#MoneyTips to help followers(and the algorithm)understand the content of their videos.TikTok hashtags by eng.rateFINANCIAL SERVICES#fintok#blackfrid

68、ay#fintech#learnontiktok#money#moneytips#shopping#personalfinance#stocks#dogsoftiktok 3.90%5.92%6.28%6.36%7.69%7.69%8.21%10.96%12.24%13.85%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT Food&BeverageFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG R

69、ATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQFood&Beverage Hamming It Up on Twitter and TikTok2.472.921.890.038%0.471%0.040%Food&Beverage brands lagged on Facebook and Instagram when it came to engagement rat

70、es and were low posters across the board.Some ideas for improvement:Experiment with posting frequency to see if more posting engages fans better.Holidays were a hashtag hit across all channels,as were chances to go#BehindTheScenes with chefs and food personalities.OverviewFOOD&BEVERAGE1.136.84%SAMPL

71、E BRANDS RIVAL IQ INSIGHT?ENGAGEMENT RATE0.00%0.01%0.02%0.03%0.04%POSTS PER WEEK00.751.52.253PhotoLinkStatusVideoNo surprise here that delicious photos of snacks and drinks performed well for Food&Beverage brands on Facebook by helping fans eat with their eyes at their favorite restaurants or eateri

72、es.?Facebook metrics by post typeFOOD&BEVERAGE RIVAL IQ INSIGHT?Reels were most likely to grab high engagement rates for Food&Beverage brands on Instagram this year despite the industrys obsession with static photo posts.?Instagram metrics by post typeFOOD&BEVERAGEENGAGEMENT RATE0.000%0.113%0.225%0.

73、338%0.450%POSTS PER WEEK00.350.71.051.4ReelCarouselPhotoVideo RIVAL IQ INSIGHT?Unlike on Instagram,photo tweets topped the charts for Food&Beverage brands on Twitter this year.?Twitter metrics by tweet typeFOOD&BEVERAGEENGAGEMENT RATE0.000%0.018%0.035%0.053%0.070%POSTS PER WEEK00.2250.450.6750.9Phot

74、oLinkStatusVideo RIVAL IQ INSIGHT?Healthy eating hashtags like#HealthyFood,#Vegan,and#GlutenFree topped the charts for Food&Beverage brands on Instagram this year.?Instagram hashtags by eng.rateFOOD&BEVERAGE#healthyfood#gameday#internationalwomensday#vegan#glutenfree#happymothersday#fathersday#love#

75、sustainability#easter 0.16%0.18%0.18%0.20%0.20%0.20%0.21%0.22%0.23%0.24%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Holidays like#ValentinesDay dominated for Food&Beverage brands on Twitter this year as followers posted pics from romantic meals.?Twitter hashtags by eng.ra

76、teFOOD&BEVERAGE#sweepstakes#backtoschool#giveaway#valentinesday#fathersday#earthday#mothersday#internationalwomensday#halloween#mondaymotivation 0.046%0.048%0.061%0.093%0.102%0.117%0.228%0.459%0.710%1.305%*Hashtags used by more than 11 companies in this study RIVAL IQ INSIGHT?The#viral hashtag defin

77、itely did its job for Food&Beverage brands on TikTok this year.Followers also enjoyed a#BehindTheScenes look at what their favorite restaurants or chefs were up to.TikTok hashtags by eng.rateFOOD&BEVERAGE#viral#bts#foryou#behindthescenes#duet#tastetest#pizza#fyp#coffee#asmr 5.60%5.62%5.85%6.04%6.89%

78、7.17%8.48%11.63%13.67%105.92%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT Health&BeautyFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQVIDEOS PE

79、R WEEKTIKTOK ENG RATE/VIDEOHEALTH&BEAUTYHealth&Beauty Comes Up Short4.046.090.930.028%0.241%0.019%Health&Beauty brands struggled to engage fans and followers compared to their fellow industries,earning engagement rates that were about half the median across all four channels.A few growth ideas:Conti

80、nue favoring TikTok and Instagram while keeping efforts low on Twitter,which doesnt have much engagement payoff in this industry.Investing in Reels content is workingkeep going.Overview2.932.63%SAMPLE BRANDS RIVAL IQ INSIGHT?Health&Beauty brands were three times likelier to post a photo on Facebook

81、than any other post type,which paid off with the highest engagement rates of the bunch.?Facebook metrics by post typeHEALTH&BEAUTYENGAGEMENT RATE0.000%0.008%0.015%0.023%0.030%POSTS PER WEEK00.751.52.253PhotoLinkStatusVideo RIVAL IQ INSIGHT?Reels performed well for Health&Beauty brands this year than

82、ks in part to a strong investment in creating that type of post on the regular.?Instagram metrics by post typeHEALTH&BEAUTYENGAGEMENT RATE0.000%0.063%0.125%0.188%0.250%POSTS PER WEEK00.751.52.253ReelCarouselPhotoVideo RIVAL IQ INSIGHT?ENGAGEMENT RATE0.000%0.018%0.035%0.053%0.070%POSTS PER WEEK00.10.

83、20.30.4PhotoLinkStatusVideoPhoto tweets performed about 50%better than other tweet types for Health&Beauty brands on Twitter this year.?Twitter metrics by tweet typeHEALTH&BEAUTY RIVAL IQ INSIGHT?HEALTH&BEAUTYThe#MerryChristmas hashtag brought the holiday spirit by performing twice as well for Healt

84、h&Beauty brands as the next most engaging Instagram post this year.#merrychristmas#happynewyear#stpatricksday#bts#womensday#mondaymotivation#eyecream#happymothersday#memorialday#pridemonth 0.046%0.082%0.094%0.094%0.154%0.169%0.205%0.211%0.237%0.511%?Instagram hashtags by eng.rate*Hashtags used by mo

85、re than 15 companies in this study RIVAL IQ INSIGHT?Health&Beauty Twitter followers jumped at the chance to score free swag with#giveaway posts,and holiday-and skincare-themed hashtags were also a hit.?Twitter hashtags by eng.rateHEALTH&BEAUTY#giveaway#valentinesday#beauty#skincare#selfcare#blackfri

86、day#mothersday#pridemonth#makeup#internationalwomensday 0.022%0.028%0.032%0.033%0.033%0.046%0.064%0.097%0.184%3.287%*Hashtags used by more than 13 companies in this study RIVAL IQ INSIGHT?Like many industries,Health&Beauty was all about the TikTok hashtags that helped users easily identify what vide

87、os were about like#HairRoutine and#LipCombo.TikTok hashtags by eng.rateHEALTH&BEAUTY#hairroutine#officelife#selflove#fy#crueltyfree#bts#vegan#behindthescenes#hair#lipcombo 5.06%5.27%5.44%5.46%5.52%6.03%6.79%6.97%8.32%9.03%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT:Higher

88、 EdFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQ1.39Higher Ed Aces Instagram and TikTok6.713.857.940.145%2.58%0.058%OverviewColleges

89、 and universities earned gold with 5x the median engagement rate on Instagram and 3x the engagement rate on Twitter.Higher Ed also rocked the bronze on Facebook and the silver on Twitter thanks to engaging content.For even higher Higher Ed engagement rates:Dont be afraid to shake up post types beyon

90、d photos.Followers love posts hashtagged with campus activities like#graduation or#CollegeMoveIn,so dont be afraid to give a taste of college life.HIGHER ED16.26%SAMPLE BRANDS RIVAL IQ INSIGHT?Facebook metrics by post typePhoto posts earned twice the engagement of the next most engaging post type on

91、 Facebook for Higher Ed this year.HIGHER EDENGAGEMENT RATE0.000%0.045%0.090%0.135%0.180%POSTS PER WEEK01234VideoPhotoStatusLink RIVAL IQ INSIGHT?ENGAGEMENT RATE0.0%0.8%1.6%2.4%3.2%POSTS PER WEEK00.40.81.21.6ReelPhotoCarouselVideo?Instagram metrics by post typeCarousel posts earned top engagement on

92、Instagram this year for Higher Ed while video posts lagged big time.Just look at the University of Chicago for some carousel inspo:their most engaging post of the year was a homecoming wrap-up post.HIGHER ED RIVAL IQ INSIGHT?Twitter metrics by tweet typeLinks underperformed on Twitter for Higher Ed

93、this year,while photos and videos earned much higher engagement rates.HIGHER EDENGAGEMENT RATE0.000%0.023%0.045%0.068%0.090%POSTS PER WEEK01.534.56LinkPhotoStatusVideo RIVAL IQ INSIGHT?Instagram hashtags by eng.rateHigher Ed Instagram followers ate up posts about the newest students admitted with th

94、e#Classof2026 hashtag,which performed about 50%better than the next highest-performing hashtag.HIGHER ED#classof2026#nationalpuppyday#winter#fall#snow#homecoming#sunset#backtoschool#neverforget#halloween 3.49%3.62%3.68%3.72%3.79%3.88%4.24%4.26%4.37%6.22%*Hashtags used by more than 15 companies in th

95、is study RIVAL IQ INSIGHT?Twitter hashtags by eng.rateColleges and universities were all about holiday-themed hashtags on Twitter this year.HIGHER ED#neverforget#nationalpuppyday#nationalmascotday#memorialday#collegecolorsday#tbt#mlkday#yearofthetiger#stpatricksday#lunarnewyear 0.07%0.07%0.07%0.08%0

96、.10%0.10%0.15%0.17%0.19%0.23%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?TikTok hashtags by eng.rate#HESM-themed hashtags like#graduation and#college earned astronomical engagement rates on Higher Ed TikTok this year.HIGHER ED#graduation#college#viral#foryoupage#uni#foryo

97、u#corn#collegemovein#football#research 16.1%17.1%17.8%20.8%21.8%24.3%26.6%31.3%43.1%52.2%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT Home DecorFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEET

98、VIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQHome Decor Struggling to Connect Again3.94.421.090.027%0.224%0.015%Home Decor brands earned engagement rates towards the bottom of the pack on Facebook,Instagram,and Twitter.These brands were most competitive on TikT

99、ok,and focused efforts there.Some ideas for increasing engagement:Ride that TikTok success by increasing posting and engagement with followers.Giveaways are gold on Instagram,so keep up investment there.OverviewHOME DECOR1.665.65%SAMPLE BRANDS RIVAL IQ INSIGHT?Home Decor brands were way likelier to

100、post a photo on Facebook than any other post type,which is a smart move,since photos grabbed much higher engagement rates.?Facebook metrics by post typeHOME DECORENGAGEMENT RATE0.000%0.007%0.014%0.021%0.028%POSTS PER WEEK01234PhotoLinkStatusVideo RIVAL IQ INSIGHT?Home Decor brands were 4x as likely

101、to post photos as any other post type.Try investing a little more in Reels,which earned top engagement rates this year.?Instagram metrics by post typeHOME DECORENGAGEMENT RATE0.000%0.065%0.130%0.195%0.260%POSTS PER WEEK00.511.52ReelCarouselPhotoVideo RIVAL IQ INSIGHT?Home Decor brands might want to

102、experiment with status tweets,which outperformed every other tweet type this year.?Twitter metrics by tweet typeHOME DECORENGAGEMENT RATE0.000%0.008%0.016%0.024%0.032%POSTS PER WEEK00.1250.250.3750.5PhotoLinkStatusVideo RIVAL IQ INSIGHT?Giveaway-tagged posts earned about 3x the engagement rates of t

103、he next most engaging Instagram hashtag for Home Decor brands this year,proving contests and giveaways are always a good idea.?Instagram hashtags by eng.rateHOME DECOR#giveaway#relax#decoration#architecture#kitcheninspiration#interiorinspiration#interiorstyling#bathroom#trending#diy 0.46%0.46%0.47%0

104、.48%0.49%0.53%0.59%0.65%0.71%2.13%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Contests and giveaways dominated for Home Decor brands on Twitter this year,with holiday hashtags like#BlackFriday and#Christmas also performing well.?Twitter hashtags by eng.rateHOME DECOR#give

105、away#interiordesign#blackfriday#design#earthday#christmas#halloween#spring#mothersday#internationalwomensday 0.011%0.016%0.017%0.020%0.024%0.024%0.030%0.031%0.163%4.905%*Hashtags used by more than 11 companies in this study RIVAL IQ INSIGHT?Home Decor brands used hashtags like#TipsAndTricks and#Home

106、Inspo to inspire and educate fans and followers.TikTok hashtags by eng.rateHOME DECOR#cooking#tipsandtricks#bts#christmascountdown#homeinspo#tips#bedroom#valentinesday#holidays#food 3.55%3.56%3.72%3.80%4.06%4.15%4.46%4.86%5.05%5.05%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPS

107、HOT InfluencersFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQOverviewInfluencers Dominating on Facebook and Instagram4.194.133.360.19

108、6%0.809%0.044%Influencers earned 4x the median engagement rate on Facebook for a silver medal,and also killed it on Instagram.Influencers posted right around the median frequency on all three channels,suggesting theyve dialed in how often to post on social.Ideas to boost that engagement even more:Ph

109、otos continue to be a great place to focus efforts on Facebook.Holiday-themed hashtags performed well for Influencers,as did hustle-focused hashtags like#entrepreneur and#business.INFLUENCERS1.633.08%SAMPLE BRANDS RIVAL IQ INSIGHT?Facebook metrics by post typeINFLUENCERSPhotos perform about twice as

110、 well as the next most engaging post type for Influencers,so concentrating efforts here is a smart move.ENGAGEMENT RATE0.00%0.08%0.15%0.23%0.30%POSTS PER WEEK00.511.52VideoStatusPhotoLink RIVAL IQ INSIGHT?Instagram metrics by post typeINFLUENCERSReels,photos,and carousels earned near-equal engagemen

111、t for Influencers this year on Instagram while video lagged behind.ENGAGEMENT RATE0.00%0.23%0.45%0.68%0.90%POSTS PER WEEK00.30.60.91.2ReelPhotoVideoCarousel RIVAL IQ INSIGHT?ENGAGEMENT RATE0.00%0.03%0.06%0.09%0.12%POSTS PER WEEK00.20.40.60.8PhotoLinkStatusVideo?Twitter metrics by tweet typeINFLUENCE

112、RSStatus updates were the most engaging tweet type for Influencers this year but were tweeted the least often of any tweet type.RIVAL IQ INSIGHT?Top Instagram hashtags by eng.rateINFLUENCERSInfluencers werent afraid to get entrepreneurial on Instagram this year with hashtags like#Business,#Leadershi

113、p,and#Entrepreneur.#mothersday#inspiration#business#internationalwomensday#leadership#entrepreneur#summer#fathersday#ad#valentinesday 0.60%0.61%0.62%0.62%0.63%0.71%0.75%0.77%0.80%0.83%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?#tbt#newprofilepic#superbowl#love#mondaymoti

114、vation#ad#internationalwomensday#motivation#tiktok#inspiration 0.01%0.01%0.02%0.02%0.03%0.05%0.08%0.10%0.11%0.16%?Top Twitter hashtags by eng.rateINFLUENCERS#tbt was the top-performing hashtag for Influencers on Twitter this year,suggesting followers enjoyed getting to know content creators.*Hashtag

115、s used by more than 10 companies in this study RIVAL IQ INSIGHT?#inspiration#fyp#viral#grwm#dating#family#relationship#trend#motivation#selflove 2.20%2.50%2.68%2.88%3.12%3.54%3.59%3.94%5.46%5.52%Top TikTok hashtags by eng.rateINFLUENCERSTikTok-themed hashtags like#fyp,#viral,and#trend helped Influen

116、cers hop onto the For You Page of fans and followers.*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT MediaFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE W

117、HERE YOU RANK WITH A FREE TRIAL OF RIVAL IQ4.24Media Brands All About the Post Frequency73.459.9870.180.043%0.529%0.009%OverviewMedia posted much more frequently than the median industry across all four channels but struggled to earn top engagement rates.These brands saw the most engagement success

118、when keeping posting frequency in check on Instagram and TikTok.A few ideas to improve engagement rates:Hashtags based on current events will never go out of style for Media brands.Go beyond the link:visual posts like photos and videos performed way better.MEDIA5.32%SAMPLE BRANDS RIVAL IQ INSIGHT?EN

119、GAGEMENT RATE0.000%0.013%0.025%0.038%0.050%POSTS PER WEEK017.53552.570LinkPhotoStatusVideo?Facebook metrics by post typeVideos and photos rock top engagement rates for Media brands on Facebook,though these brands were more than 15x as likely to post a link.MEDIA RIVAL IQ INSIGHT?Instagram metrics by

120、 post typeReels earned about twice the engagement rates of video posts for Media brands on Instagram this year.MEDIAENGAGEMENT RATE0.00%0.15%0.30%0.45%0.60%POSTS PER WEEK01.252.53.755ReelPhotoCarouselVideo RIVAL IQ INSIGHT?Twitter metrics by tweet typeOnce again,Media brands heavily favored link twe

121、ets,but might want to invest more energy in video tweets,which grabbed more than 3x the engagement rates.MEDIAENGAGEMENT RATE0.000%0.005%0.009%0.014%0.018%POSTS PER WEEK012.52537.550LinkPhotoStatusVideo RIVAL IQ INSIGHT?Instagram hashtags by eng.rateAs youd expect from outlets reporting on everythin

122、g from the environment to current events,Media brands used a diverse array of hashtags on Instagram this year primarily related to trending topics like#50Cent and#JenniferAniston.MEDIA#leonardodavinci#50cent#andrewtate#beijing#backup#ashleighbarty#jenniferaniston#aroundtheworld#attraction#tb 0.34%0.

123、37%0.38%0.43%1.06%1.10%1.12%1.56%2.33%2.62%*Hashtags used by more than 4 companies in this study RIVAL IQ INSIGHT?#biontech#asean#greece#cincodemayo#mondrian#lookup#vanlife#mclaren#cr7#emilyinparis 0.001%0.001%0.001%0.001%0.001%0.001%0.001%0.002%0.002%0.002%?Twitter hashtags by eng.rateJust like on

124、Instagram,hashtags on Twitter ranged far and wide for Media brands and earned low engagement rates.MEDIA*Hashtags used by more than 3 companies in this study RIVAL IQ INSIGHT?#sonsofanarchy#shialabeouf#rushtok#CV 0.32%0.69%0.86%11.10%TikTok hashtags by eng.rateMedia brands used a diverse array of ha

125、shtags on Twitter this year,with#SonsOfAnarchy and#ShiaLaBeouf topping the charts.MEDIA*Hashtags used by more than 3 companies in this studyINDUSTRY SNAPSHOT NonprofitsFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETSEE

126、 WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQVIDEOS PER WEEKTIKTOK ENG RATE/VIDEONONPROFITSNonprofits Rocking It Across the Board7.45.09.820.071%0.627%0.050%Nonprofits saw above-median engagement rates across all social channels this year and posted more often than the median industry,especially on

127、Twitter.Suggestions for Nonprofits:Dont be afraid to play with posting frequency to try to replicate these stellar engagement rates with fewer posts.Investing in video content is a must across all channels for 2023.Overview1.457.36%SAMPLE BRANDS RIVAL IQ INSIGHT?Photos earned top engagement rates fo

128、r Nonprofits this year,who shared this post type 4x more often than any other.?Facebook metrics by post typeNONPROFITSENGAGEMENT RATE0.00%0.02%0.04%0.06%0.08%POSTS PER WEEK01.252.53.755PhotoLinkStatusVideo RIVAL IQ INSIGHT?Unlike many other industries,Nonprofits saw relatively similar engagement rat

129、es between their top three post types on Instagram this year,with carousel posts leading the pack as usual.?Instagram metrics by post typeNONPROFITSENGAGEMENT RATE0.00%0.20%0.40%0.60%0.80%POSTS PER WEEK00.751.52.253ReelCarouselPhotoVideo RIVAL IQ INSIGHT?Videos earned top engagement rates for Nonpro

130、fits this year on Twitter,but the extra work that goes into producing a video meant photo and link tweets were more common for these organizations.?Twitter metrics by tweet typeNONPROFITSENGAGEMENT RATE0.000%0.018%0.035%0.053%0.070%POSTS PER WEEK01.252.53.755PhotoLinkStatusVideo RIVAL IQ INSIGHT?Hol

131、iday and seasonal hashtags like#Halloween,#Winter,and#BackToSchool earned top marks for Nonprofits on Instagram this year.?Instagram hashtags by eng.rateNONPROFITS#nature#halloween#winter#backtoschool#love#worldmentalhealthday#art#linkinbio#summer#diversity 0.78%0.81%0.83%0.83%0.84%0.97%0.99%1.04%2.

132、39%2.60%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Nonprofits used hashtags on Twitter to tackle issues like#WorldMentalHealthDay and#LGBTQIA+rights.?Twitter hashtags by eng.rateNONPROFITS#electionday#pride#lgbtq#health#mlkday#backtoschool#memorialday#worldmentalhealthda

133、y#mothersday#sotu 0.03%0.03%0.03%0.04%0.04%0.04%0.04%0.04%0.05%0.07%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Hashtags like#comedy and#BehindTheScenes stood way,way out for Nonprofits on TikTok this year,while holiday-themed hashtags also earned epic engagement rates.Ti

134、kTok hashtags by eng.rateNONPROFITS#comedy#behindthescenes#halloween#dance#womenshistorymonth#conservation#blackhistorymonth#art#lgbtq#backtoschool 6.27%9.19%9.78%9.82%10.01%12.39%15.56%19.09%25.07%91.00%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT RetailFACEBOOK POSTS PER

135、 WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQRetail Lagging Across the Board6.196.832.370.028%0.194%0.022%OverviewRetail brands trailed behind other i

136、ndustries across all four channels this year,earning last-place engagement rates on Instagram and second-to-last on Facebook.Some ideas for improving social performance this year:Stick with photo posts to help drive up engagement while also experimenting with video,especially Reels and TikToks.Dont

137、be afraid to use holiday-or product-themed hashtags to help fans and followers imagine Retail products in their spaces.RETAIL2.224.09%SAMPLE BRANDS RIVAL IQ INSIGHT?Photos earned 50%higher engagement rates than the next most engaging post type for Retail brands on Facebook,so this was a smart place

138、to concentrate efforts.?Facebook metrics by post typeRETAILENGAGEMENT RATE0.000%0.008%0.015%0.023%0.030%POSTS PER WEEK01.252.53.755PhotoLinkStatusVideo RIVAL IQ INSIGHT?ENGAGEMENT RATE0.00%0.05%0.11%0.16%0.21%POSTS PER WEEK01234ReelPhotoCarouselVideoReels rocked for Retail brands on Instagram this y

139、ear and helped Igloo Coolers grab the Retail Instagram engagement rate gold.?Instagram metrics by post typeRETAIL RIVAL IQ INSIGHT?ENGAGEMENT RATE0.000%0.009%0.017%0.026%0.034%POSTS PER WEEK0.000.230.450.680.90PhotoLinkStatusVideoRetail brands saw engagement rates that were below the median this yea

140、r,so leaning into top-performing photo tweets is a strong strategy.?Twitter metrics by tweet typeRETAIL RIVAL IQ INSIGHT?Retail brands helped fans and followers visualize holiday decoration ideas with hashtags like#ChristmasLights and#HalloweenIdeas.?Instagram hashtags by eng.rateRETAIL#christmaslig

141、hts#funnymeme#olympics#desk#wireless#halloweenideas#happywomensday#breastcancerawarenessmonth#et#bear 0.19%0.19%0.20%0.25%0.26%0.26%0.50%0.57%0.67%0.92%*Hashtags used by more than 4 companies in this study RIVAL IQ INSIGHT?#Competition-hashtagged tweets earned twice the engagement rates as the next

142、most engaging hashtag for Retail brands on Twitter this year.?Twitter hashtags by eng.rateRETAIL#competition#bluemonday#randomactsofkindnessday#win#christmas#bts#samsung#worldbookday#manga#iwd2022 0.15%0.17%0.28%0.30%0.57%1.61%1.84%1.88%2.01%4.35%*Hashtags used by more than 4 companies in this study

143、 RIVAL IQ INSIGHT?Hashtags that helped Retail brands show off their products like#haul,#OutfitInspo,and#SelfCare performed well on TikTok this year.TikTok hashtags by eng.rateRETAIL#foryou#newyear#haul#outfitinspo#selfcare#winter#backtoschool#fyp#howto#summer 2.63%2.74%2.81%3.02%3.09%3.35%3.56%3.73%

144、3.95%4.02%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT Sports TeamsFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF R

145、IVAL IQOverviewSports Teams Go for the Gold23.3915.6447.080.241%1.485%0.078%Sports Teams saw top engagement rates on Facebook and Twitter and were runners-up on Instagram and TikTok.Pretty impressive,especially since high posting frequency meant lots of chances to engage followers.Some ways to impro

146、ve engagement rates even more:Posting early and often is working,so keep it up.Event-based hashtags like#FIFAWorldCup and#SuperBowl energized fans while helping them tune into big games.SPORTS TEAMS1.959.18%SAMPLE BRANDS RIVAL IQ INSIGHT?ENGAGEMENT RATE0.000%0.070%0.140%0.210%0.280%POSTS PER WEEK048

147、1216PhotoLinkStatusVideo?Facebook metrics by post typeSPORTS TEAMSPhoto posts on Facebook helped Sports Teams earn more than 4x the median engagement rate on this channel,putting these brands comfortably in first place.RIVAL IQ INSIGHT?Instagram metrics by post typeSPORTS TEAMSReels earned killer en

148、gagement rates for Sports Teams on Instagram this year even though they were posted less frequently than static post types.Sports Teams like the high-performing Czech Olympic team maximized engagement with Reels.ENGAGEMENT RATE0.000%0.475%0.950%1.425%1.900%POSTS PER WEEK02457ReelPhotoCarouselVideo R

149、IVAL IQ INSIGHT?Twitter metrics by tweet typeSPORTS TEAMSSports Teams were twice as likely to tweet a photo as any other tweet type on Twitter this year.ENGAGEMENT RATE0.00%0.03%0.06%0.08%0.11%POSTS PER WEEK05101520PhotoLinkStatusVideo RIVAL IQ INSIGHT?Instagram hashtags by eng.rateSPORTS TEAMSNo su

150、rprise that Sports Teams saw high engagement on Instagram with World Cup hashtags.#fifaworldcup#worldcup#fifa23#tbt#training#throwbackthursday#onthisday#mothersday#fathersday#pride 1.10%1.14%1.22%1.44%1.54%1.96%2.03%2.09%2.70%2.86%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIG

151、HT?Twitter hashtags by eng.rateSPORTS TEAMSEvent-themed hashtags like#FIFAWorldCup and#SuperBowl helped Sports Teams succeed on Twitter,and fans also loved when teams moved to a#NewProfilePic.#valentinesday#newprofilepic#fifaworldcup#superbowl#mondaymotivation#neverforget#fridayfeeling#fifa23#rememb

152、ranceday#easportsfc 0.10%0.11%0.11%0.12%0.13%0.15%0.19%0.19%0.32%0.42%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?TikTok hashtags by eng.rateSPORTS TEAMSTop hashtags on TikTok included a diverse array of sports like#Futbol,#NFL,and#Baseball.#fifa23#futbol#preseason#fyp#ch

153、ristmas#nfl#baseball#foryoupage#challenge#footballtiktok 3.61%3.82%3.91%4.00%4.02%4.08%4.20%4.37%4.48%4.63%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT Tech&SoftwareFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTT

154、WITTER ENG RATE/TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQOverviewTech&Software Brands Middle of the Pack5.192.965.540.038%0.497%0.037%Tech&Software brands earned median engagement rates on Instagram and Twitter while struggling on Facebook and TikTok.H

155、ere are two ideas for improving engagement rates:Experiment with post types to go beyond the photo posts.Holiday-themed hashtags were a hit,so continue to lean into#HappyNewYear-and#Halloween-themed posts.TECH&SOFTWARE1.474.54%SAMPLE BRANDS RIVAL IQ INSIGHT?Photos grabbed great engagement rates on F

156、acebook for Tech&Software companies like NordVPN.?Facebook metrics by post typeTECH&SOFTWAREENGAGEMENT RATE0.000%0.013%0.025%0.038%0.050%POSTS PER WEEK00.751.52.253PhotoLinkStatusVideo RIVAL IQ INSIGHT?ENGAGEMENT RATE0.00%0.15%0.30%0.45%0.60%POSTS PER WEEK0.00.30.60.91.2ReelPhotoCarouselVideoCarouse

157、ls and Reels earned comparable engagement for Tech&Software brands that still heavily favored photo posts on Instagram.?Instagram metrics by post typeTECH&SOFTWARE RIVAL IQ INSIGHT?Status and photo tweets earned neck-and-neck engagement rates,but Tech&Software brands were about 20 x likelier to post

158、 the latter tweet type.?Twitter metrics by tweet typeTECH&SOFTWAREENGAGEMENT RATE0.000%0.013%0.025%0.038%0.050%POSTS PER WEEK01223PhotoLinkStatusVideo RIVAL IQ INSIGHT?No surprise that tech-themed hashtags like#digital,#technology,and#AI performed well for Tech&Software brands on Instagram this year

159、.?Instagram hashtags by eng.rateTECH&SOFTWARE#newyear#digital#technology#ai#internationalwomensday#halloween#blackfriday#earthday#software#womenshistorymonth 0.22%0.23%0.24%0.26%0.27%0.28%0.32%0.34%0.35%0.37%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Holiday-themed hasht

160、ags like#HappyNewYear and the nerdy#MayThe4thBeWithYou dominated for Tech&Software brands on Twitter this year.?Twitter hashtags by eng.rateTECH&SOFTWARE#happynewyear#valentinesday#business#icymi#christmas#pride#metaverse#iwd2022#gaming#maythe4thbewithyou 0.024%0.025%0.029%0.035%0.050%0.058%0.069%0.

161、124%0.200%0.218%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Like many other industries,Tech&Software brands leaned into TikTok-themed hashtags this year like#ForYou,#FYP,and#Duet.TikTok hashtags by eng.rateTECH&SOFTWARE#strangerthings#foryou#happyholidays#fyp#newyear#chri

162、stmas#foryoupage#officelife#duet#gamingontiktok 2.79%2.85%2.98%3.20%3.20%3.25%4.41%4.60%5.11%5.16%*Hashtags used by more than 15 companies in this studyINDUSTRY SNAPSHOT TravelFACEBOOK POSTS PER WEEKINSTAGRAM POSTS PER WEEKTWEETS PER WEEKFACEBOOK ENG RATE/POSTINSTAGRAM ENG RATE/POSTTWITTER ENG RATE/

163、TWEETVIDEOS PER WEEKTIKTOK ENG RATE/VIDEOSEE WHERE YOU RANK WITH A FREE TRIAL OF RIVAL IQTravel Flying High on Facebook and TikTok3.363.441.820.088%0.465%0.032%OverviewTravel brands grabbed the bronze on TikTok and earned about 150%the engagement rates as the median industry on Facebook this year wh

164、ile running in the middle of the pack on Instagram and Twitter.A few suggestions to grow engagement:Seasonal and destination hashtags performed especially well on Instagram,Twitter,and TikTok.Posting frequency was below-median across the board,so experiment with an uptick here to see if you can incr

165、ease your current engagement rates.TRAVEL1.57.43%SAMPLE BRANDS RIVAL IQ INSIGHT?Photos were about twice as engaging as the next best post type on Facebook for Travel brands.?Facebook metrics by post typeTRAVELENGAGEMENT RATE0.000%0.028%0.055%0.083%0.110%POSTS PER WEEK00.751.52.253LinkPhotoStatusVide

166、o RIVAL IQ INSIGHT?Reels outperformed other post types for Travel brands this year,who were about 4x more likely to post a photo than any other post type.?Instagram metrics by post typeTRAVELENGAGEMENT RATE0.00%0.15%0.30%0.45%0.60%POSTS PER WEEK00.511.52ReelPhotoCarouselVideo RIVAL IQ INSIGHT?No sur

167、prise that its all about the visuals for Travel brands on Twitter,with video and photo tweets performing about twice as well as link and status tweets.?Twitter metrics by tweet typeTRAVELENGAGEMENT RATE0.000%0.015%0.030%0.045%0.060%POSTS PER WEEK00.30.60.91.2LinkPhotoStatusVideo RIVAL IQ INSIGHT?Chr

168、istmas-themed hashtags like#ChristmasTree and#FestiveSeason helped Travel brands excite fans and followers on Instagram this year.?Instagram hashtags by eng.rateTRAVEL#christmastree#giveaway#christmasdecor#happynewyear#christmas#wellness#reels#festiveseason#newyearseve#repost 1.02%1.11%1.12%1.16%1.2

169、0%1.20%1.31%2.46%4.96%5.83%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?Holiday-themed hashtags performed well for Travel brands on Twitter,as did anything involving#breakfast.?Twitter hashtags by eng.rateTRAVEL#breakfast#travel#earthday#happynewyear#mothersday#internation

170、alwomensday#valentinesday#halloween#summer 0.011%0.020%0.021%0.022%0.032%0.053%0.059%0.090%0.155%*Hashtags used by more than 15 companies in this study RIVAL IQ INSIGHT?No surprise that Travel brands were all about the destination this year on TikTok with location-based hashtags like#Thailand and#NY

171、C.TikTok hashtags by eng.rateTRAVEL#thailand#nyc#trend#sunset#adventure#bucketlist#southafrica#holidays#italy#holiday 9.07%9.81%10.39%10.57%10.93%11.76%12.52%12.83%14.06%15.36%*Hashtags used by more than 15 companies in this studyAbout Rival IQRival IQ is a comprehensive analytics tool that helps yo

172、u:GET YOUR FREE TRIALSupercharge your social landscape Track results across all social profiles,including engagement,influencers,social bios,and sentimentfor you and your competitors.Stay ahead of the competition Conduct competitive analysis in minutes.Monitor your industry,create benchmarks,and evaluate competitor activity in time to respond before the market shifts direction.Do more with your data Dive deeper into your social media analytics for Facebook,Instagram,Twitter,LinkedIn,YouTube,TikTok,boosted post detection,hashtag analysis,and so much more.