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United StatesSocial Media Marketing Performance Benchmarks, Worldwide
Instagram Engagement Rate
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Overall
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Social Ads
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Facebook Ads
by Social Network
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Referral Share
by Industry
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Facebook Engagement Rate
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Facebook Posts per Day
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Instagram Engagement Rate
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Instagram Posts per Day
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Twitter Engagement Rate
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Twitter Tweets per Day
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Instagram Engagement Rate, by Industry, Worldwide

Timeframe20162017201820192020
AlcoholMaximum of two rows can be charted.
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FashionMaximum of two rows can be charted.
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Financial servicesMaximum of two rows can be charted.
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Food & beverageMaximum of two rows can be charted.
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Health & beautyMaximum of two rows can be charted.
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Higher educationMaximum of two rows can be charted.
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Home decorMaximum of two rows can be charted.
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Hotels & resortsMaximum of two rows can be charted.
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InfluencersMaximum of two rows can be charted.
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MediaMaximum of two rows can be charted.
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NonprofitsMaximum of two rows can be charted.
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RetailMaximum of two rows can be charted.
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Sports teamsMaximum of two rows can be charted.
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Tech & softwareMaximum of two rows can be charted.
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MedianMaximum of two rows can be charted.
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Source: Rival IQ

Note: represents activity on the Rival IQ platform, broader industry metrics may vary

Additional Note: engagement rate is defined as measurable interactions on social media posts, including likes, comments, favorites, retweets, shares, replies, and reactions, and is calculated based on all these interactions divided by total follower count

Methodology: Data is from the annual Rival IQ reports titled "Social Media Industry Benchmark Report." Data is based on billions of engagements across Facebook, Instagram and Twitter; 150 companies with active presences on each social network were randomly selected in each industry, with each having Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers. Rival IQ is a social analytics company.

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