Tospot trends and identifybenchmarks,weused Rival IQto analyze engagement rates,postingfrequency,posttypes,and hashtagsonthetopfour social channelsforbrands.Facebook,Instagram,TikTok,and Twitter.
Wedefine engagement asmeasurable interaction on organicandboostedsocial media postsincdludinglikes,comments,favorites,retweets,shares,and reactions.Engagement rate iscalculatedbased on all theseinteractions divided by total follower count.
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Weprovide arepresentativesampleof national and international companiesin each industry byselecting 150 companiesatrandom from each industry in ourdatabaseof over 200,000companies.Companies selected had active presences on Facebook,Instagram,TikTok,and Twitteras of January2023,and had Facebook fan counts between 25,000 and 1,000,000 and minimumInstagram,TikTok,Twitter followersof5,000 as of thesame date.We used medianperformancefrom thecompaniesselected for each industrytocompile thedataforthisreport.
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