Average Engagement Rates for 13 Industries Across Different Social Networks

Average engagement rates for 13 industries across different social networks

Compare your results with the average engagement rate in your industry to better understand your performance – and confidently show off your victories.

You planned and launched a social media campaign and patiently waited for likes, comments, and conversions to appear. Now you’re looking at the performance report and wondering what those numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?

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Without social media benchmarks (i.e., average performance statistics for a given social platform or industry), it’s difficult to make sense of raw data. But we’ve got you covered. In this post, we’ve compiled average social media engagement rates from 13 top industries so you can better understand how you’re performing. (And it will let you brag to your boss with confidence based on data – you’re welcome).

Average social media engagement rate

Below you’ll find the latest average engagement rates (per post) broken down by industry and social network.

Where does this data come from? Our team collects and anonymously compiles data from social accounts connected to Hootsuite. Each benchmark is based on at least 100 social accounts and no data can be traced back to individual accounts.

Agencies

• Average engagement rate on Instagram: 1.72%
• Average engagement rate on Facebook: 0.82%
• Average engagement rate on X (Twitter): 1,2 %: 0.94%
• Average engagement rate on LinkedIn: 1.06%
• Average engagement rate on TikTok: 0.60%

Education

• Average engagement rate on Instagram: 3.44%
• Average engagement rate on Facebook: 1.73%
• Average engagement rate on X (Twitter): 73 %: 1.07%
• Average engagement rate on LinkedIn: 1: 1.69%
• Average engagement rate on TikTok: 0.62%

Entertainment and Media

• Average engagement rate on Instagram: 1.61%
• Average engagement rate on Facebook: 1.08%
• Average engagement rate on X (Twitter): 1,1 %: 1.38%
• Average engagement rate on LinkedIn: 1: 1.19%
• Average engagement rate on TikTok: 2,48 %.

Financial Services

• Financial Department 1.93%
• Average engagement rate on Facebook: 1%
• Average engagement rate on X (Twitter): 1: 1.02%
• Average engagement rate on LinkedIn: 1: 1.58%
• Average engagement rate on TikTok: 0.85%

Food and Beverage

• Average engagement rate on Instagram: 1.49%
• Average engagement rate on Facebook: 0.71%
• Average engagement rate on X (Twitter): 1,5 %: 0.76%
• Average engagement rate on LinkedIn: 1.06%
• Average engagement rate on TikTok: 0.75%

Government

• Average engagement rate on Instagram: 2.11%
• Average engagement rate on Facebook: 1.62%
• Average engagement rate on X (Twitter): 1.28%
• Average engagement rate on LinkedIn: 2.08%
• Average engagement rate on TikTok: 0.68%

Healthcare and Wellness

• Average engagement rate on Instagram: 2.12%
• Average engagement rate on Facebook: 1.36%
• Average engagement rate on X (Twitter): 0.96%
• Average engagement rate on LinkedIn: 1.49%
• Average engagement rate on TikTok: 0.61%

Nonprofit Organizations

• Average engagement rate on Instagram: 2.92%
• Average engagement rate on Facebook: 1.69%
• Average engagement rate on X (Twitter): 1.20%
• Average engagement rate on LinkedIn: 2.05%
• Average engagement rate on TikTok: 0.63%

Real Estate

• Average engagement rate on Instagram: 1.53%
• Average engagement rate on Facebook: 1%
• Average engagement rate on X (Twitter): 0.80%
• Average engagement rate on LinkedIn: 1.56%
• Average engagement rate on TikTok: 0.31%

Retail

• Average engagement rate on Instagram: 2.04%
• Average engagement rate on Facebook: 0.90%
• Average engagement rate on X (Twitter): 0.87%
• Average engagement rate on LinkedIn: 1.21%
• Average engagement rate on TikTok: 0.97%

Professional Services and Consulting

• Average engagement rate on Instagram: 1.64%
• Average engagement rate on Facebook: 1.03%
• Average engagement rate X (Twitter): 1,1 %: 0.89%
• Average engagement rate on LinkedIn: 1.43%
• Average engagement rate on TikTok: 0.36%

Technology

• Average engagement rate on Instagram: 1.48%
• Average engagement rate on Facebook: 0.96%
• Average engagement rate X (Twitter): 1,9 %: 1.26%
• Average engagement rate on LinkedIn: 1.53%
• Average engagement rate on TikTok: 1.20%

Travel, Hospitality and Leisure

• Average engagement rate on Instagram: 1.55%
• Average engagement rate on Facebook: 0.97%
• Average engagement rate X (Twitter): 1,5 %: 1.20%
• Average engagement rate on LinkedIn: 1: 1.39%
• Average engagement rate on TikTok: 0.94%

Average Engagement Rate: Insights

1. Educational institutions have high engagement across all industries

The education industry demonstrates the highest average engagement rate on most social media platforms, with Instagram, LinkedIn, and Facebook showing above-average results. This trend indicates that social media users find educational content highly engaging – and that social media managers in this industry know how to reach their audience.

2. Engagement on TikTok is relatively low for brand accounts

… which doesn’t mean you shouldn’t use it. Instead, consider collaborating with influencers and content creators to promote your business on this platform. User-generated content (UGC) can help you reach relevant audiences in a more authentic, organic – and most importantly, engaging – way.

3 Technology is big on X (formerly Twitter).

The technology industry performs particularly well on X, with an average engagement rate of 1.26%. This is likely related to the fact that Twitter has historically always been used for sharing news and updates in the technology sector.

4. Regulated industries are thriving on LinkedIn (and Instagram)!

Like all businesses, regulated industries (including finance, healthcare, and education) achieve good results on platforms that reach their audiences. LinkedIn with its professional focus is a strong point for all three industries – however, Instagram is very effective for education and healthcare due to the frequent visual nature of their content.

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