Given the hectic year that just passed, more and more people had turned to social media platforms because this was the only way they could have stayed connected with the world. And we can’t blame them.
Brands felt the same, so they kept posting on these platforms, not to lose the bond they had with the people. At Socialinsider we looked into over 22 million posts on Instagram, Facebook, and Twitter from 35 industries, creating a comparison between the social media performance of 2019 and 2020.
We believe that this study will be useful for you if you want to improve your strategy in 2021.
Our social media benchmark study’s interesting fact would be that all 35 industries choose 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. This is the most commonly used type of post across the board, but especially for Facebook and Instagram, where most brands use them for over 50% of their content.
On the other hand, on Twitter, they prefer to share both posts and images. Moreover, in 2020, brands chose to post 36% more content on Twitter compared with Instagram and Facebook across all these industries. 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.
Industries included in this analysis are:
- FMCG Corporate
- FMCG Food
- Home Living
- Household Goods
- Magazines and Journals
- Media House
- Press Agencies
- Professional Association
- Restaurant Cafe
- Retail – Food
- Sporting Goods
- Sports Media
The politics, education, and airline brands are the most successful Instagram profiles, with the highest average engagement rates out of all industries. And this shouldn’t be a surprise, considering that in 2020 everybody wanted to know more about these industries.
Based on our study, 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. This is really interesting, considering that politics is also the industry that has a way of invoking personal feelings and reactions from the audience, including heated exchanges.
Check out this infographic below created by the easel.ly team.