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[STUDY] 2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market

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[STUDY] 2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market

We’re kicking off 2021 with a new report which is unveiling the social media industry benchmarks so you can have a clear idea about where your brand is positioned against industry standards.

We looked into over 22 million posts on Instagram, Facebook, and Twitter from 35 industries and created a comparison between the social media performance of 2019 and 2020.

We wanted to figure out the social media engagement rate for each industry, to understand their frequency of postings, and to find out what mix of photos and videos they use across Facebook, Twitter, and Instagram.

Continue reading to find out how your brand stacks up.⇣


2021 Social media industry benchmarks


A. Key insights

B. Industry to industry social media benchmarks

1. Accommodation
2. Airlines
3. Alcohol
4. Automotive
5. Beauty
6. Beverages
7. Conglomerate
8. E-commerce
9. Education
10. Electronics
11. Fashion
12. Finance
13. FMCG Corporate
14. FMCG Food
15. Gambling
16. Governmental
17. Healthcare
18. Home Living
19. Household Goods
20. Industrial
21. Magazines and Journals
22. Media House
23. NGOs
24. Politics
25. Press Agencies
26. Professional Association
27. Restaurant Cafe
28. Retail
29. Retail - Food
30. Services
31. Software
32. Sporting Goods
33. Sports Media
34. Telecom
35. Travel

C. Methodology

A. Key insights: social benchmarks by industry


  • The trending platform of the moment, Instagram, seems to be the place where brands are getting a small increase in engagement.

  • Overall, the average engagement rate for brands on Instagram increased in 2020 by 6.39%, from 1.09% in 2019 to 1.16% in 2020.

  • On Facebook everything is about ads. The engagement stayed flat (compared with 2019), and brands merely reached out a median engagement of 0.27%.

  • Twitter is almost dead for all industries.

  • Everything you post as a brand on Twitter brings you an engagement of 0.07% unless you are a politician where you can reach out 0.45% engagement.

  • All 35 industries publish images as the primary type of social media content: 84.16% photos on Instagram, 75.14% photos on Facebook, and 52.86% images on Twitter.

  • Across all industries, in 2020, brands chose to post 36% more content on Twitter compared with Instagram and Facebook.

  • On the Instagram feed, the posting frequency declined by about 6.22% in 2020, and these brands focused their content efforts on Stories too.

  • The average Facebook posts per day across all sectors increased by about 6.40% in 2020.

  • The politics, education, and airline brands are the most successful profiles on Instagram, with the highest average engagement rates out of all industries.

  • On Twitter, the politics industry generates more conversations with an average engagement rate of 0.45%, followed by the conglomerate, restaurant-cafe, and sports media industries. Given the fact that this has been an election year, it’s not a surprising result.

B. Industry to industry social media benchmarks


Depending on the vertical of their business, some brands have an easier time communicating with their audience than others.

Simply put, specific industry audiences can be more or less responsive and engaging on social media depending on the business field.

To understand the potential of each industry on Facebook, Instagram, and Twitter, you need to take a look at the average engagement rates per post.

In 2020, the average engagement rate per post on Facebook was 0.27%, Twitter reached a mere 0.07%, while an Instagram post scored an average rate of 1.16%.

Engagement rate across all industries

This means that brands whose stats fall beneath these scores need to put in a lot more effort into their social media strategies than industries from more engaging verticals, as well as manage their expectations when it comes to results.

The politics industry is the most engaging category on both Facebook and Twitter.


Politics has a way of invoking personal feelings and reactions from audiences, including heated exchanges. And the numbers show it: out of all industries, politics breaks the mold when it comes to engagement.

Facebook - average engagement rate per post in 2021

Brands that function under the Politics category have recorded the highest engagement rates per post on both Facebook, 0.69%, as well as Twitter, 0.45%.

These stats are much higher than the overall averages of the platform: over double the engagement on Facebook and tens of times the Twitter engagement.

Twitter - average engagement rate per post in 2021

However, this vertical is not far behind on Instagram as well, as it’s the third most engaging category, with an average rate per post of 2.18%.

Politics, education, and airlines are the most engaging industries on Instagram.


More and more brands have been leveraging Instagram for the customer journey. When it comes to social media performance, Instagram drives the most conversations around the brand.

For the politics, education, and airline categories, Instagram is a primary marketing channel for the strategies focused on awareness and conversions.

Instagram - average engagement rate per post

In 2020, brands chose to post 36% more content on Twitter compared with Instagram and Facebook.


Compared to 2019, most verticals have decided to publish more content on Facebook and Twitter, while on Instagram, the scales are more or less the same.

On Facebook, significant increases in posting frequency can be seen in the magazine-journal pages, press agencies, and sports-media pages.

Posting frequency on Facebook



Safe to say, pages with an informative nature, all related to media and journalism, have chosen to increase their Facebook posting frequency in 2020.

On Twitter, most verticals have been more present in 2020, with significant increases in the monthly number of tweets for several industries.

Big increases can be seen in pages from airlines, e-commerce, education, finance, governmental, magazines and journals, media houses, NGOs, press agencies, professional associations, retail, services, sports-media, and telecommunications.

Posting frequency on Twitter

Alcohol, auto, conglomerate, and travel industries are the only ones who have published fewer tweets in 2020 than in 2019.

Another interesting posting behavior is that of press agencies, which are the most vocal industries on Twitter, with an average of over 7.6 posts per day.

On the other hand, sports-media pages take the lead on Facebook - 1.8 average posts per day, and on Instagram - 2.05 posts per day.

Based on our data, we observed that the posting frequency on Instagram dropped by about 6.22% in 2020, compared with the performance of 2019.
Important to mention here that this report doesn't incorporate Stories data where more businesses are now looking.

Posting frequency on Instagram

Images are the preferred types of posts on all three platforms

Undoubtedly, images are the go-to type of posts, regardless of choosing Instagram, Facebook, or Twitter.

This is the most commonly used type of post across the board, but especially for Facebook and Instagram, where most brands are using them for over 50% of their content.

Type of posts on Facebook

To be more exact, the 35 industries use images for between 56% to 87% of their Instagram content, while two-thirds of industry pages on Facebook use images in over 50% of their content.

Type of posts on Instagram



On the other hand, on Twitter, the preferences are more evenly divided between images and status posts.

Type of posts on Twitter

However, some industries still dedicate high percentages of their content to specific types of posts on carefully selected platforms.



To better understand how each industry behaves on Instagram, Facebook, and Twitter, let’s have a breakdown of their stats. ⇣

1. Accommodation



The accommodation industry includes hotels and resorts, touching subjects about holiday experiences.

When it comes to engagement, these types of pages perform above average on Facebook and Instagram, with engagement rates of 0.38%, respectively 1.19%. On Twitter, however, their average rate is 0.04%.

The industry’s peak engagement rate per post on Instagram was 1.53%, recorded in June 2020, at the beginning of the travel season, and declining to 1.19% in October 2020.

Engagement rates on Twitter and Facebook have remained relatively constant, with very slight differences between 2019 and 2020.

Accommodation - Engagement rate

Worth mentioning is that the industry as a whole has been less active on all three platforms in 2020 than in 2019, publishing fewer posts.

2. Airlines


Airline brands are the most successful pages on Instagram, where they reach the highest average engagement rates out of all industries - 2.42%.

However, starting from March 2020, with the beginning of the pandemic, engagement has started to drop on Instagram all the way to 1.87% at the end of this year.

They also perform well on Facebook, having, on average, 0.39% engagement, which is rather constant from month to month.

On Twitter, however, airline brands fail to engage with their audience, gaining around 0.02% engagement per tweet, rarely reaching 0.03%

Airlines - Engagement rate

Nonetheless, most of the content published by brands from this vertical is found on Twitter, where they posted about three posts per day in 2020, while in 2019, they had two postings per day.

In stark contrast, on Facebook and Instagram, airlines only publish three times per week on average.

3. Alcohol


Social media profiles of alcohol companies also reach above-average engagement rates: 0.36% on Facebook, 1.21% on Instagram, and 0.08% on Twitter.

However, the industry engagement had a significant decline in Instagram engagement since the beginning of 2019, when alcohol brand posts gathered an average rate of 1.49%, dropping to 1.12% at the end of 2020.

On the bright side, Twitter engagement seems to be growing, reaching a 0.10% average engagement rate per post.

Alcohol - engagement rate


The posting behavior didn’t change much in 2020 compared to the previous year.

The only notable difference would be an increase in the number of monthly tweets from one post per day to 1.5 posts per day on average.

4. Automotive


As far as engagement goes, the auto industry performs better than others on Twitter,  where it’s the 6th most engaging vertical.

While engagement has been declining on Facebook and Instagram compared to January 2019, Twitter engagement rates for the automobile industry is slowly but surely increasing.

Automotive - social media engagement rate

An interesting fact is that brands from the auto industry have chosen to focus on Instagram more, increasing the number of monthly posts from 26 to 30, while on Facebook and Twitter, there were no noticeable changes.

5. Beauty


Despite having a massive presence on all social media platforms, the beauty industry fails to gather enough engagement for their posts. Compared with 2019, we observed a decrease in engagement on both Instagram, with 0.05%, and Facebook, with 0.11%.

On Instagram, pages from this category have the next to last average engagement rates, 0.45%. On Facebook, engagement rates stand at an average of 0.19%, while on Twitter, they average 0.06%.

Beauty - social media engagement

When breaking down the engagement by month, we see declines in engagement on all three platforms, with some shortly-lived spikes in May 2020 and July 2020.

On Instagram, beauty brands have posted fewer posts in 2020 as opposed to the previous year, with a monthly average of 37 posts versus 41 in 2019. It’s important to mention here that these brands switched their content efforts to Stories or IGTV, which are not included in this study due to the Facebook API limitations.

On Twitter, beauty companies gather around 43 monthly tweets, while on Facebook, they publish less frequently: 20 - 21 posts per month.

6. Beverages


Posts from beverages and soft drinks brands have average engagement rates of 0.25% on Facebook, 0.99% on Instagram, and 0.08% on Twitter, which would place them somewhere in the middle of the engagement charts.

Breaking down the engagement, July - August 2020 seem to have been the top months for the industry on social media.

Interestingly enough, Instagram is the only platform on which beverage brands have had an overall increase in average engagement from 0.95% in January 2019 to 1.10% in October 2020, with a peak in July of 1.32%.

Beverages - social media engagement rate

When it comes to these brands’ posting behavior, not much has changed in 2020 compared to 2019, as the differences in the monthly number of published posts don’t carry too much weight.

7. Conglomerate


From an average engagement rate standpoint, conglomerate brands are in the top 5 most engaging industries, with second place on Facebook (0.55%) and Twitter (0.11%), surpassed only by politics, and fourth place on Instagram (1.64%).

However, engagement for this category seems to be taking a hit at the end of 2020, with engagement drops across Instagram, Facebook, and Twitter alike.

Conglomerate - engagement rate

Compared to other specific industries, brands that fall into the conglomerate category post less monthly content on social media: 11 to 12 Facebook posts, 10 - 11 Instagram posts, and 17 to 18 tweets.

Also worth mentioning is the fact that brands from this category posted less content in 2020 across all three social channels.

8. E-commerce


E-commerce brands have trouble engaging with their audiences, especially on Facebook and Instagram, where they’re the second, third least engaging industry, with average engagement rates of 0.08%, respectively 0.47%.

They also score low on engagement on Twitter as well, reaching an average of 0.04%.

At a closer look, 2019 started with higher engagement for these brands, especially on Instagram, but it slowly declined throughout the months.

Ecommerce - engagement rate

Despite the low engagement, e-commerce brands are highly active across all social media platforms, with average monthly posts of 52 on Instagram, 33 on Facebook, and 104 on Twitter.

This shows they’ve posted more content across the board compared to last year.

9. Education


The education industry is living proof of how the choice of the correct social network can influence results.

Brands within this category have remarkable results on Instagram, averaging 2.34% in engagement rates, which makes them the second most engaging industry on this platform.

On the other side of the spectrum, on Facebook, these brands are among the low-performing categories with an average rate per post of 0.16%, while on Twitter, the engagement for education content falls just below average at 0.06% per post.

This is also reflected in the month-by-month breakdown, where Instagram engagement has been the only metric that fluctuates, while Facebook and Twitter engagement remains constant but low.

Education - social media engagement

As a posting strategy, education brands posted 15 posts on Instagram, fewer than last year, while increasing content on the remaining two networks: 33 posts on Facebook and 82 tweets.

10. Electronics


Compared to other industries, electronic brands also have below-average engagement on their posts: 0.74% on Instagram, 0.23% on Facebook, and 0.03% on Twitter.

Electronics - social media engagement rate

Overall, engagement for these brands remains somewhat constant throughout the months, with slight and short-lived boosts.

When it comes to content, electronic brands have increased their Twitter posts to a monthly average of 60 tweets, while on Instagram and Facebook, they post around 17-18 posts, the same as last year.

11. Fashion


Engagement for the fashion industry is also considerably low, with an average rate per post of 0.10% on Facebook, 0.65% on Instagram, and 0.05% on Twitter.

While on Twitter and Facebook, engagement has been relatively constant throughout 2019 and 2020, on Instagram, there’s been an obvious decline during the second half of 2020.

Fashion - engagement rate

However, there have been no changes in the frequency of posts across all channels that could explain the engagement drop.

12. Finance


The industry scores low on engagement on Twitter and Instagram with 0.03%, respectively 1.08% average engagement rates per post, but performs exceptionally well on Facebook.

The finance industry is the fifth most engaging category on Facebook, with an average engagement rate per post of 0.44%.

However, when breaking down the engagement, there’s an obvious twist: Instagram engagement rates are actually on the rise, reaching the peak in January 2020 at 1.61%, while Facebook engagement has been slowly dropping to 0.27%.

Finance - social media engagement rate

Monthly, financial brands have been posting around 18-19 posts on Facebook and ten posts on Instagram, similar to last year, while on Twitter, the number of posts has significantly increased from 47 to 73.

13. FMCG Corporate


Corporate brands of Fast Moving Consumer Goods companies tend to perform above-average on both Instagram and Facebook, having average engagement rates per post of 1.17%, respectively 0.30%.

However, it’s worth noting that despite the high overall averages, engagement for FMCG corporate brands has not been as high in 2020, with average rates reaching 0.79% on Instagram, 0.16% on Facebook, and 0.02% on Twitter in October 2020.

FMCG Corporate - social media engagement rate

Compared to 2019, brands within the FMCG corporate industry have increased their content on Instagram from an average of 14 posts per month to 17 - 18 posts, while making little to no differences in their posting habits on Twitter and Facebook.

14. FMCG Food


Food brands within the Fast Moving Consumer Goods have an average engagement rate of 0.22% on Facebook, 0.90% on Instagram, and 0.07% on Twitter.

Unlike corporate brands of the FMCG sector, the overall engagement rates suggest food brands have found a better niche on Twitter than on the other two channels.

For this category, January and July-August of 2020 came with some spikes in Instagram engagement, but ultimately in October 2020, the average engagement rate per post would settle on 0.87% on Instagram, 0.15% on Facebook, and 0.04% on Twitter.

FMCG Food - social media engagement rate


The content posting strategy of these brands in 2020 is in line with the engagement changes.

The number of monthly posts on Facebook and Instagram has not changed from 2019, but there has been an increase of around ten posts per month on Twitter to take advantage of that overall engagement advantage.

15. Gambling


Gambling brands reach an average engagement rate per post of 0.15% on Facebook, 0.75% on Instagram, and 0.04% on Twitter, way beneath the average rates across all channels.

When breaking down the engagement, we notice that in October 2020, engagement rates are approximately at the same levels as in January 2019.

However, from January to August 2020, there have been incredible spikes in engagement across all three social networks.

Gambling - social media engagement rate


Overall, profiles within this industry have posted less content on social media, with the only slight increase recorded on Twitter, of an average monthly number of posts of 64 in 2020, up from 60 in 2019.

On Facebook, we identified an average of 26 posts per month in 2020, down from 35 in 2019, while on Instagram, we discovered on average 16 posts per month in 2020, down from 21 in 2019.

16. Governmental


When looking at the overall average engagement rates per post, governmental pages fall just under the average scores, with rates of 0.21% on Facebook, 1.08% on Instagram, and 0.06% on Twitter.

On Instagram, there’s been a significant increase in engagement rates between July 2019 and January 2020, with Facebook following up between January 2020 and July 2020.

Governmental - social media engagement rate

Across the board, governmental pages have been more active in 2020, increasing their number of posts per month:

  • from 34 in 2019 to 40 in 2020 on Facebook
  • from 57 in 2019 to 81 in 2020 on Twitter
  • from 24 in 2019 to 26 in 2020 on Instagram

17. Healthcare


The healthcare pages perform higher than most brands on Facebook and Instagram, with an average engagement rate per post of 0.51%, respectively 1.14%, and hit the average score of 0.07% engagement rate per post on Twitter.

When looking at engagement as a timeline, one can observe that Instagram engagement has been much higher in 2019, while Facebook engagement has increased during the first half of 2020.

Healthcare - social media engagement rate


The posting strategy of these brands has not changed much this past year compared to 2019, as the number of published posts per month is relatively equal across all social media platforms: 14 to 15 posts on Facebook and Instagram, and 33 to 35 posts on Twitter.

18. Home Living


Home living brands have touched on average scores of engagement on both Facebook and Twitter, with engagement rates of 0.27%, respectively 0.07%.

However, Instagram engagement rates have been on the lower side, with an average of 0.75%.

On a monthly basis, engagement on Facebook and Twitter has been rather constant, with small increases, while on Instagram, obvious spikes can be observed during the first half of 2020.

Homeliving - social media engagement rate

The number of monthly posts is also constant across all channels from 2019 to 2020: 15 on Instagram, 30-34 on Twitter, and 18 on Facebook.

19. Household Goods


Brands that represent household goods have had the following average engagement rates: 0.32% on Facebook, 0.89% on Instagram, 0.07% on Twitter.

On Instagram, the peak engagement was recorded between March and July, at 1.02 - 1.03%, on Facebook, the highest engagement was in September 2019, at 0.45%, while on Twitter, engagement has been declining since March 2019, when it was at 0.12%.

Household Goods - social media engagement rate

In 2020, the amount of content stayed in line with the 2019 strategy, with an average of 17 posts per month on Facebook, 20 posts per month on Instagram. On Twitter, there was a slight increase from 26 posts per month in 2019 to 34 in 2020.

20. Industrial


Brands within the Industrial category have high average engagement rates per post across the board: 0.55% on Facebook, 1.36% on Instagram, 0.09% on Twitter.

The highest rates have been recorded in July - September 2019 but have been declining towards the second half of 2020.

Industrial - social media engagement rate

Despite the changes in engagement, there have been no major fluctuations in the amount of content published in 2020 versus 2019, with the following average monthly numbers of posts: 15 - 16 on Facebook, 31 - 35 on Twitter, 14 - 15 on Instagram.

21. Magazines and Journals


Pages that represent magazines or journals fail to engage with their audience as much as other industries have proven to do.

These pages have recorded average engagement rates per post of 0.09% on Facebook (third to last), 0.81% on Instagram, 0.02% on Twitter (second to last).

The good news, however, is that engagement has been going up from month to month, at least on Instagram and Facebook.

Magazines and Journals - social media engagement rate

However, brands within this category are some of the most active across all channels.

On Twitter, they posted on average 219 posts per month in 2020, over 100 more than in 2019.

On Facebook, they’ve averaged 52 posts per month in 2020, as opposed to 40 posts per month in 2019.

On Instagram, they’ve been less active in 2020, gathering an average of 34 posts, versus 47  in 2019.

22. Media House


Media house pages have also scored low on average engagement rates per post: 0.16% on Facebook, 0.86% on Instagram, and 0.08% on Twitter.

What’s interesting about this industry is that it has gone through immense fluctuations from one month to another, with quite high ups and very low downs.

Another interesting fact is that on Facebook, the average engagement per industry post surpassed 0.50% during February - June 2019, ultimately dropping at Twitter’s engagement levels.

Media House - social media engagement rate

2020 and its events have made media houses active as well, with significant increases in content frequency. The average number of posts per month has changed accordingly:

  • On Facebook, 35 posts per month in 2020 vs. 25 posts per month in 2019
  • On Twitter: 132 posts per month in 2020 vs. 48 posts per month in 2019
  • On Instagram: 27 posts per month in 2020 vs. 21 posts per month in 2019

23. NGOs


NGOs have found their voices and audience on Instagram, where their average engagement rate per post is 1.37%, as opposed to 0.15% on Facebook and 0.05% on Twitter.

The good news is that by the end of 2020, there has been an improvement of engagement compared to January 2019 across Instagram, Facebook, and Twitter.

In October 2020, Instagram’s average engagement rates went up to 1.79%.

NGOs - social media engagement rate

Also, NGO brands have rolled out more content in 2020, across the board: 43 average number of posts per month on Facebook, 102 average number of posts per month on Twitter, and 26 average number of posts per month on Instagram.

24. Politics


Politics pages have recorded the highest engagement rates per post on both Facebook, 0.69%, as well as Twitter, 0.45%, and have come in third place on Instagram, averaging 2.18% in engagement rate.

And the monthly breakdown proves it. Starting from March 2020, engagement rates have sky-rocketed.

Politics - social media engagement rate


The amount of published content has also increased: 35 average number of posts per month on Facebook, 85 average number of posts per month on Twitter, and 16 average number of posts per month on Instagram.

25. Press Agencies


Across the board, press agencies garner the lowest engagement rates out of all 35 industries: 0.04% on Facebook, 0.43% on Instagram, 0.01% on Twitter.

The good news is that Instagram engagement went up to 0.48% in October 2020, the highest recorded average engagement rate per post this year.

Press Agencies - social media engagement rate

Press agencies are also some of the most active brands out there, publishing an average of 53 posts per month on Facebook, 229 posts per month on Twitter, and only 41 posts per month on Instagram.

26. Professional Association


Professional association brands don’t stand out from the crowd, garnering average engagement rates per post of 0.24% on Facebook, 1,13% on Instagram, 0.06% on Twitter.

From an evolutionary standpoint, these brands are becoming increasingly more engaging on Instagram, while on Facebook and Twitter, engagement rates have been lower in 2020 compared to 2019.

Professional association - social media engagement rate

Content-wise, professional associations have also published higher numbers of posts per month in 2020: 32 posts on Facebook, 63 posts on Twitter, 20 posts on Instagram.

27. Restaurant Cafe


Restaurants and cafes have been quite successful at engaging with the audience, despite the 2020 circumstances that have forced most of them to shut down.

As an average engagement rate per post, these brands garnered 0.40% on Facebook, 1.31% on Instagram, and 0.11% on Twitter, with some of the highest engagement rates recorded in 2020, especially on Facebook and Instagram.

Restaurant Cafe - social media engagement rate


Despite it being such a bad year for business, restaurants and cafes kept true to their content strategy and continued posting almost as much as in 2019: around 15 Facebook posts, 21 tweets, and 14 Instagram posts per month.

And their audience responded in support.

28. Retail


The retail industry is not the most engaging one, with an average engagement rate per post of 0.13% on Facebook, 0.48% on Instagram, and 0.03% on Twitter.

Moreover, engagement rates have remained relatively constant on a month to month basis, with minor, statistically insignificant fluctuations on Twitter and Instagram.

The one channel that seems to be a bigger opportunity for these brands is Facebook, where engagement had been a bit higher in 2020.

Retail - social media engagement rate

Each month of 2020, retail brands have published on average, 26 posts on Facebook, 91 posts on Twitter, 29 posts on Instagram.

29. Retail Food


Brands from the food-related sector of retail are performing a bit better than the overall retail industry, with average engagement rates per post of 0.22% on Facebook, 0.28% on Instagram, and 0.05% on Twitter.

Retail Food - social media engagement rate

When it comes to content, retail food brands published a monthly average of 26 posts on Facebook, 80 tweets, 16 posts on Instagram.

30. Services


Brands that represent services also gather lower average engagement rates per post: 0.12% on Facebook, 0.76% on Instagram, and 0.02% on Twitter, without significant fluctuations on month by month between 2019 and 2020.

Services - social media engagement rate

As per posting behaviors, services profiles publish, on average, 27 monthly posts on Facebook, 113 monthly tweets, and 23 monthly posts on Instagram.

31. Software


Looking at the overall average engagement rate per post, software brands shine on Instagram with 1.37%, followed by Facebook with 0.25%, and Twitter with 0.03%.

However, it’s worth mentioning that engagement declined in 2020 on Facebook and Twitter, while on Instagram, these brands recorded a peak of 1.84% average engagement rate per post in May 2020.

Software - social media engagement rate

On average, software brands had 20 posts per month on Facebook, 14 posts per month on Instagram, 77 posts per month on Twitter.

32. Sporting Goods


Sporting goods brands have recorded average engagement rates of 0.20% on Facebook, 0.95% on Instagram, and 0.07% on Twitter.

An interesting fact is that Instagram engagement increased in 2020, reaching its peak of 1.08% in July.

Sporting Goods - social media engagement rate

The volume of the content has also remained somewhat constant in 2020: 19 average posts per month on Facebook, 22 average posts per month on Twitter, 23 average posts per month on Instagram.

33. Sporting Media


When it comes to sports media brands, choosing the right social media platform is also crucial.

While on Facebook they only average 0.15% engagement rates per post, Instagram and Twitter have proven to have an audience that is ready to digest this type of content.

On Instagram, sports media engagement rates per post average 1.13%, while on Twitter, they average 0.10%, which is the fourth highest engagement out of all 35 industries.

What’s remarkable is the amazing growth in popularity these brands went through in 2020 when engagement constantly grew up to an average rate per post of 1.99% in October.

Sporting Media - social media engagement rate

In 2020, sports media brands have been the most active profiles on Facebook and Instagram, publishing on average, 54 posts per month, respectively, 62 posts per month.

34. Telecom


Telecommunication brands are successfully engaging their audiences on Facebook and Instagram, where they garner average engagement rates per post of 0.23%, respectively 1.29%.

On Twitter, however, they only achieve an average engagement rate per post of 0.02%.

It’s also notable that engagement has been declining steadily since January 2019 across all three social media channels.

Telecom - social media engagement rate

Telecommunication brands have also kept their posting frequency that averages 17 posts per month on both Facebook and Instagram.

On the other hand, on Twitter, there’s been an increase in average monthly posts: 136 tweets in 2020, versus 91 in 2019.

35. Travel


Despite the travel restrictions that affected the industry in 2020, travel brands have also kept up with their social media strategy and maintained their activity just as much as in 2019.

In fact, average engagement rates per travel post on Instagram are rather high: 1.48%.

On Facebook, travel brands recorded an average engagement of 0.29% per post, while on Twitter, they averaged 0.04%.

Even when breaking down the engagement on a month to month basis, there are no significant differences between 2019 and 2020 engagement rates.

Travel - social media engagement rate

The posting strategy in 2020 was also consistent, with 19 average posts per month on Facebook and 16 average posts on Instagram.

The only difference can be observed on Twitter, where the average number of monthly tweets dropped to 34 tweets from 44 in 2019.

C. Methodology


To identify social media industry benchmarks on Facebook, Instagram, and Twitter, we analyzed more than 22 million posts from a total of 56,296 business pages from United States with the help of the Socialinsider tool:

  • 27,825 Facebook pages
  • 2,992 Instagram profiles
  • 2,5479 Twitter profiles

These posts are distributed throughout the three social networks as it follows:

  • Facebook posts 9,138,740
  • Instagram posts 1,172,937
  • Twitter posts 11,983,611

Within this report, we provide a representative sample of US and international brands that had an active presence on Facebook, Instagram, and Twitter between January 2019 and the end of October 2020, categorizing them into industries based on their activity and page category settings.

We define engagement as measurable interactions on Facebook, Instagram, and Twitter posts, including comments, reactions, and shares, with the particularities for each platform as it  follows:

  • Instagram - includes likes and comments
  • Facebook - includes comments, reactions and shares
  • Twitter - includes the likes and retweets.

The average engagement is the sum of all these interactions (reactions, comments, and shares) divided by the number of posts.

The average engagement rate per post is defined as the average engagement of the posts divided by the number of fans or followers the page has all multiplied by 100.

We used Socialinsider to find out the engagement rates, the frequency of posting and the type of posts on each platform.


Related articles:

Adina Jipa

Adina Jipa

co-founder @ Socialinsider

Making successful mistakes as a co-founder @socialinsider. I love writing about social media strategies, psychology & consumer behavior.

[STUDY] 2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market
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