Social media engagement rates are on the decline, reports TrackMaven in an analysis of interaction rates for 51 million pieces of content on four major social networks. Instagram has taken the biggest tumble in the first half of the year, with interactions per post per 1,000 followers plummeting by 26%.
That follows declining interaction rates in 2015 as previously noted by Quintly. Of note, the decline in interaction rates on Instagram – which was steepest between January and February – appears to have steadied in June, when its updated newsfeed algorithm went live. Of course, it will be some time before the effect of that change can be duly measured.
Nevertheless, Instagram retains its dominance in interaction rates over the other platforms analyzed. Across the first half of the year, its average engagement ratio was 10 times higher than its nearest competitor of the four, Facebook.
With interaction rates also declining for brand posts on Facebook and LinkedIn (each by 8%), Twitter was the only to see a modest increase, of 1%. Still, Twitter has easily the lowest post interaction rate of the four major networks, averaging just 1.39 interactions per post per 1,000 followers.
Research from Quintly also indicates that Twitter interaction rates are on the rise – though not for all profiles. In its analysis of 30,000 Twitter profiles during the first half of the year, Quintly found that interaction rates increased for profiles of all sizes except for the largest (at least 10 million fans), which saw a precipitous drop of 58% over the 6-month period.
That drop occurred despite little to no change in posting frequency, says Quintly. Interestingly, though, the TrackMaven study indicates that Twitter was the only social network to see a considerably decline in tweet volume during the 6-month period.
The TrackMaven research identifies the top 10 industries across each industry by average follower count, posting frequency, and average interactions per post. The following are highlights from the analysis showcasing the top industry across those measures.
The TrackMaven study also details the various metrics (follower count, monthly posts, and interactions per post) for more than 100 industries across each network. The full list can be viewed by downloading the study here, but below are some highlights from a selection of industries.
Note that with few exceptions, follower counts are highest on Facebook, with post frequency highest on Twitter and average interaction rates highest on Instagram. The range in volume and rates across industries is exceptionally large, though…
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