Social media success is about so much more than getting the most comments or likes: it’s about increasing engagement while 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 they’re doing in relation to their competitors. 

Why can’t you gauge 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.

With that core metric in mind, we include a detailed look at each industry’s engagement rate alongside posting frequency, post media types, hashtags, and more for a true sense of social performance.

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 board.