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What are the average engagement rates for B2B social media accounts on Facebook?
Engagement rates for B2B social media accounts on Facebook are 5.99 on average. This engagement rate is higher than Twitter's at 0.86 but lower than Pinterest and Instagram at 15.88 and 23.53. The B2B businesses that have the highest levels of engagement on Facebook are biotech, pharmaceuticals, chemicals, logistics, and energy. A selection of reputable industry reports and media sites were used to find the requested information after an extensive search. It should be noted, however, that Gartner and Forrester are resources that are not publicly accessible due to the fact that they are a paid resource. However, useful information from Forrester was sourced through a secondary resource.
OVERVIEW
Facebook is the most widely used social media platform with 62.1% of North America using the platform and 79% of Americans using it. In fact, 76% of users visited the platform daily in 2016 which resulted in 1.6 billion visits. This was an increase compared to the 70% who used Facebook daily in 2015. There are now 50 million Facebook Business pages in use and 2 million businesses that use the platform for advertising.
ENGAGEMENT RATES
Engagement rates are measured by the level of interaction per post per 1,000 followers. Facebook's average engagement rate at 5.99 puts it in the middle of the pack by outperforming Twitter at 0.86 but underperforming Instagram and Pinterest at 23.53 and 15.88. It's also noted that in terms of brand interaction, fans and followers engaged with brand's posts on Facebook at .07%. This was according to a Forrester Research report in 2014 that also noted that Facebook performed better than Twitter at .03% user interaction. Source details like the name of the source and date of publication are listed below.
The top-performing industries on Facebook in terms of engagement are biotech, pharmaceuticals, chemicals, logistics, and energy. Unlike Instagram and Pinterest, Facebook had B2B representation for each featured industry in the TrackMaven 2016 report. Biotech, in particular, was inactive on Instagram. The highest engagement rates by B2B industry are listed below (TrackMaven — 2016).
Other noteworthy industry engagement rates: