How is your brand's social media performance stacking up compared to the rest of the industry? 

Social media analytics company Rival IQ recently published a new social benchmarks report, which examines how brands are performing across major platforms.

🦗 Crickets for Zuck 

Starting with Facebook: The average engagement rate per post across all industries is a pitiful 0.06% — that's one sixteenth of one per cent. And that's actually down from last year's report.

To be clear, we're talking about people engaging with a post here. These are not organic reach numbers, though those are also depressingly low.

Engagement on Instagram is higher coming in at 1/2 of 1%, but it's also declining. Last year engagement on the platform was 0.7%.

👀 Bad Times for Musk 

Meanwhile, Twitter engagement is at just over 1/3rd of 1% which is also down from last year's report.

👑 TikTok is King

As for TikTok, the platform remains social media's current golden child. Brand videos on the app have the highest engagement rates of all platforms coming in at 5.7%. 

It's also worth mentioning that brands post less to TikTok than on other platforms, averaging about 2 posts per week, which could of course affect these results. But as Social Media Today points out the comparative performance is significant – if you can get it right, TikTok can generate big reach.

Image: RivaIQ

Agencies Losing Confidence in Meta Platforms

While engagement continues to slide down on Facebook, brands and agencies also appear to be losing faith in the platform as a marketing channel. Yet, they continue to put their marketing dollars in.

A new survey from Digiday found that Facebook is the top marketing channel among agencies. 

Despite their spend, the report found agencies are becoming less confident that the platform can drive marketing success for their clients.

• Just 1 in 10 agency pros said they were “very confident” in Facebook this year, compared to 2 out 10 last year. 
• Last year 40% said they were “confident” in Facebook, compared to less than a third today. 

Meanwhile, brands' confidence in Facebook's ability to drive marketing success has fluctuated even more.

• Only a quarter of brand pros said they're confident the platform drives success this year.
• Compared to last year, when nearly half said they were confident in that

Images: Digiday