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What is the average benchmark engagement rate for influcner makretingf campaign across all social media channels.
Hello! Thanks for your question about the average benchmark engagement rate of a marketing campaign across all social media platforms.The most useful sources I found to answer your question were corporate websites. The short version is that Instagram has the highest engagment rate at 2.3% per follower. Below you will find a deep dive of my findings.
INSTAGRAM IS THE KING OF SOCIAL
Engagement rate is a metric that takes into consideration many factors (such as likes, comments, followers, and shares) to express how meaningful the interaction is between a brand and its target audience. This interaction can mean anything from making a sale to learning more about customers.
eMarketers revealed that 50% of brands are on Instagram, and this number is predicted to rise. Instagram is a favorite of marketers because of its popularity and high engagement rates. Compared to Facebook, Twitter and other currently available social media networks, Instagram is the "King of Social." Instagram's engagement rate is 2.3% per follower. Facebook has a 0.2% engagement rate, and Twitter has 0.03%
GOOD ENGAGEMENT RATES
Marketers seek to engage audiences through social media to convert them to a course of action. According to Michael Leander--an award winning international speaker, trainer and consultant from Denmark--a good engagement rate on Facebook is anything greater than 1%. Furthermore, an engagement level of 0.5% to 0.9% is average. Engagement below 0.5 % signifies that your message is not aligned to your audience's expectations.
Engagement rates should be tracked daily, but most importantly, marketers need to find ways to get engaged people to take action.
In 2016, the average spend on Influencer Marketing programs was more than $51,000 per campaign. The top three EMV “performers” were Health and Pharmaceuticals ($21.25), Retail ($18.20), and CPG Food ($14.76). Engagement Rate (ER) for all these products on average was 2.01%. This was a rise of 33% from 2015, when the benchmark was 1.50%. On average, marketers that ran an Influencer Marketing campaign for two or more weeks, increased their brand mentions by 14.78%. Similarly, there was an 8.73% increase in positive brand sentiment.
Good engagement depends on a business's industry. In the real estate industry, as the number of posts increases, the average number of interactions per post decreases, so companies that are posting one post per week are getting the best ROI. In the industry of marketing services the range of 3 to 10 posts per week returned the greatest engagement: 1.91 was the average number of interactions per post for this range. Software and tech had a behavior that was similar to real estate: after the first post, the level of engagement decreased for the week. Non-profit education saw the greatest engagement per week in the range of one to three posts per week. Healthcare saw its greatest engagement in the range of one to three posts. While financial services saw its best engagement when only posting once. Ecommerce and consumer goods, unlike the other industries, saw a positive correlation between quantity of posts and engagement of audience. Ten or more posts a week produced 11.95 interactions per post on average.
BENCHMARKS IN EDUCATION
Twitter's engagement rate represents the number of people who interact with a tweet. Its engagement rate in the education vertical is 1.15%. Facebook has Click Thru Rates (CTR) of 1.05% for the education vertical. LinkedIn is not as popular as Facebook and Twitter with Millennials. Its average engagement rate for sponsored content in general is 0.40%. For the education vertical it was 0.45%. Its average engagement rate for organic content was 0.7%.
CONCLUSION
To wrap it up, Instagram has the highest engagment rate at 2.3% per follower. Thanks for using Wonder! Please let us know if we can help with anything else!