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 really imply. Is a 2% engagement price 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 business), it’s troublesome to make sense of uncooked information. However we acquired you. On this publish, we’ve rounded up common social media engagement charges from 13 prime 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 price calculator you should use to shortly double-check your individual efficiency stats.

Common engagement charges (September 2023)

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

The place did this information come from? Our crew collects and anonymously compiles information from social accounts linked to Hootsuite. Every benchmark is predicated on no less than 100 social accounts, and no information will be traced again to any particular person account.

For extra benchmarks (together with impressions, viewers progress price, posting frequency, and rather more) and insights that can allow you to enhance your advertising technique, start a free 30-day Hootsuite trial and browse stats out of your business — and hand-picked rivals — in Hootsuite Analytics

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  • Common X (Twitter) engagement price: 1.02%
  • Common Instagram engagement price: 2.06%
  • Common Fb engagement price: 0.82%
  • Common LinkedIn engagement price: 1.18%
  • Common TikTok engagement price: 0.71%

Average social media engagement rate in September 2023: Agencies


  • Common X (Twitter) engagement price: 1.03%
  • Common Instagram engagement price: 3.16%
  • Common Fb engagement price: 1.63%
  • Common LinkedIn engagement price: 1.81%
  • Common TikTok engagement price: 0.52%

Average social media engagement rate in September 2023: Education

Leisure and media

  • Common X (Twitter) engagement price: 1.4%
  • Common Instagram engagement price: 1.66%
  • Common Fb engagement price: 1.09%
  • Common LinkedIn engagement price: 1.32%
  • Common TikTok engagement price: 9.77%

Average social media engagement rate in September 2023: Entertainment and media

Monetary companies

  • Common X (Twitter) engagement price: 0.99%
  • Common Instagram engagement price: 1.87%
  • Common Fb engagement price: 0.97%
  • Common LinkedIn engagement price: 1.74%
  • Common TikTok engagement price: 0.64%

Average social media engagement rate in September 2023: Financial services

Meals and beverage

  • Common X (Twitter) engagement price: 0.79%
  • Common Instagram engagement price: 1.49%
  • Common Fb engagement price: 0.71%
  • Common LinkedIn engagement price: 1.11%
  • Common TikTok engagement price: 0.64%

Average social media engagement rate in September 2023: Food and beverage


  • Common X (Twitter) engagement price: 1.33%
  • Common Instagram engagement price: 2.05%
  • Common Fb engagement price: 1.64%
  • Common LinkedIn engagement price: 2.14%
  • Common TikTok engagement price: 0.8%

Average social media engagement rate in September 2023: Government

Healthcare and wellness

  • Common X (Twitter) engagement price: 0.92%
  • Common Instagram engagement price: 2.28%
  • Common Fb engagement price: 1.31%
  • Common LinkedIn engagement price: 1.61%
  • Common TikTok engagement price: 0.75%

Average social media engagement rate in September 2023: Healthcare and wellness


  • Common X (Twitter) engagement price: 1.18%
  • Common Instagram engagement price: 2.47%
  • Common Fb engagement price: 1.61%
  • Common LinkedIn engagement price: 2.26%
  • Common TikTok engagement price: 0.63%

Average social media engagement rate in September 2023: Nonprofit

Actual property

  • Common X (Twitter) engagement price: 0.81%
  • Common Instagram engagement price: 1.5%
  • Common Fb engagement price: 1.01%
  • Common LinkedIn engagement price: 1.68%
  • Common TikTok engagement price: 0.39%

Average social media engagement rate in September 2023: Real estate


  • Common X (Twitter) engagement price: 0.87%
  • Common Instagram engagement price: 2.07%
  • Common Fb engagement price: 0.82%
  • Common LinkedIn engagement price: 1.29%
  • Common TikTok engagement price: 1.21%

Average social media engagement rate in September 2023: Retail

Skilled companies and consulting

  • Common X (Twitter) engagement price: 0.89%
  • Common Instagram engagement price: 1.62%
  • Common Fb engagement price: 1.05%
  • Common LinkedIn engagement price: 1.55%
  • Common TikTok engagement price: 0.36%

Average social media engagement rate in September 2023: Professional services and consulting


  • Common X (Twitter) engagement price: 1.34%
  • Common Instagram engagement price: 1.47%
  • Common Fb engagement price: 1%
  • Common LinkedIn engagement price: 1.72%
  • Common TikTok engagement price: 0.55%

Average social media engagement rate in September 2023: Technology

Journey, hospitality, and leisure

  • Common X (Twitter) engagement price: 1.32%
  • Common Instagram engagement price: 1.7%
  • Common Fb engagement price: 0.97%
  • Common LinkedIn engagement price: 1.47%
  • Common TikTok engagement price: 6.01%

Average social media engagement rate in September 2023: Travel, hospitality, leisure

Common engagement charges: September insights

1. Instagram customers are probably the most engaged

Throughout nearly all industries, Instagram persistently has the very best common charges in comparison with different social networks.

Curiously, instructional establishments generated greater Instagram engagement than every other business in September. If you happen to run social media for a faculty, school, or college and battle to get your engagement charges as much as the business common, here are some tips that will help.

2. TikTok is a superb platform for leisure and travel-related content material

Exceptionally excessive TikTok engagement charges counsel that short-form video is an effective way to seize viewers consideration in these sectors. If you happen to function in considered one of these industries and haven’t began utilizing TikTok to advertise your small business but, you could be lacking out! Our beginner’s guide to TikTok marketing will allow you to get began and join with TikTok’s hyper-engaged group.

3. Monetary companies and expertise have a tough(ish) time producing engagement

Generally, monetary establishments and tech firms seem to generate barely decrease social media engagement in comparison with different sectors — on each social media platform aside from LinkedIn. This could be as a result of these industries take care of advanced and technical matters that may be difficult to interact a broad viewers.

Keep in mind: It’s not a services or products that makes one thing appear “boring” — it’s dangerous advertising. You’ll be able to create partaking social content material even when your business has a boring repute. Undecided how? Take a look at these weblog posts for inspiration:

4. The meals and beverage business wins on Instagram

Eating places and different food-related companies see excessive engagement on Instagram — which makes excellent sense, contemplating the platform’s give attention to visible content material (and its customers’ obsession with posting footage of their meals).

Free engagement price calculator

Prepared to check your efficiency to business benchmarks? Use this free instrument to search out out your engagement price by publish.

Word: If you happen to’re calculating your account’s whole engagement, embody details about all of your posts (e.g whole variety of posts revealed, whole variety of likes, and so forth). If you happen to’re calculating the engagement price of a selected social media advertising marketing campaign, solely embody the main points of the posts that had been a part of the marketing campaign.

If you happen to’re in search of extra detailed information otherwise you need to calculate totally different sorts of engagement (like engagement price by attain or engagement price by impressions), download our free spreadsheet calculator that can do the mathematics for you.

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

Start free 30-day trial

With Hootsuite Analytics, you can even:

  • Discover out when your viewers is on-line
  • Get customized suggestions in your greatest instances to publish for every of your accounts
  • Simply view business benchmarks and see the way you examine to rivals

Use Hootsuite to trace and enhance engagement charges throughout all of your social media channels. Attempt it free at present.

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