The average engagement rate per social media post in 2020 was much higher on Instagram than on Facebook and Twitter, according to research from Socialinsider.
The report was based on analysis of engagement data (likes, comments, reactions, shares, retweets, etc.) related to 22 million posts on Instagram, Facebook, and Twitter in 2020. The posts were by organizations in 35 industries. The researchers compared the findings with 2019 social network data to determine year-over-year trends.
The average engagement rate per post on Instagram was 1.16% in 2020, only 0.27% for posts on Facebook, and just 0.07% for posts on Twitter.
Instagram Post Engagement Rates
Organizations in the politics, education, and airline categories had the highest engagement per post, on average, on Instagram in 2020. The greatest increase in engagement from to 2019 to 2020 was in the politics category.
Facebook Post Engagement Rates
Politics had the highest engagement rate per post, on average, on Facebook in 2020.
Twitter Post Engagement Rates
Politics also had the highest engagement rate per post, on average, on Twitter in 2020.
About the research: The report was based on analysis of engagement data (likes, comments, reactions, shares, retweets, etc.) related to 22 million posts on Instagram, Facebook, and Twitter in 2020. The post were by organizations in 35 industries. The researchers compared the findings with 2019 data to determine year-over-year trends.
