It’s well known by now that Instagram is the top social platform for post engagement rates (MarketingCharts studied potential reasons back in 2014), although those rates have been on the decline. Now, a new study from Quintly compares interaction rates across 180,000 Facebook, Instagram and Twitter profiles, finding that Twitter falls far behind regardless of follower size.
For example, among profiles with the largest follower sizes (at least 10 million), the Twitter interaction rate was just 0.02%, far behind Facebook’s 0.12%, which in itself was almost 20 times less than Instagram’s rate of 2.15%.
Twitter did see a markedly higher interaction rate for smaller profiles (1-1,000 fans), but that 0.18% rate still lagged Facebook’s 1.54% rate for comparable profiles and paled in comparison to Instagram’s rate of 7.01%.
(Perhaps this is partly why Twitter reclassified itself as a “news” application rather than a “social” one?)
Meanwhile, the Quintly analysis finds that brands are far from abandoning Facebook, instead increasing their daily posts by 36% throughout 2015. By comparison, Instagram posts grew by a more modest 14%, with daily Twitter posts declining by 2%.
Daily brand posts averaged the highest number on Twitter, which Quintly attributes to a high degree of automation on the platform due to its fast timeline. Average posts tended to be higher for profiles with larger follower sizes across platforms, while interaction rates tended to decrease alongside larger audience sizes.
About the Data: For the purposes of the report, Quintly analyzed more than 180,000 Facebook, Twitter and Instagram brand profiles from January through December 2015.