According to research by Socialinsider, the average engagement rate per post in 2020 was much higher on Instagram than on Facebook and Twitter.
The report was based on analysis of engagement data (likes, comments, reactions, shares, retweets, etc.) related to 22 million posts on Instagram, Facebook and Twitter in 2020. The posts were written by organizations in 35 industries. The researchers compared the results with 2019 data to identify year-on-year trends.
The average engagement rate per post on Instagram was 1.16% in 2020, compared to just 0.27% on Facebook and 0.07% on Twitter.
Engagement rates for Instagram posts
Organizations in the politics, education, and airlines categories had the highest average engagement per post on Instagram in 2020.
Facebook post engagement rates
In 2020, politics had the highest engagement rate per post on Facebook on average.
Engagement rates for Twitter posts
Politicians also had the highest engagement rate per post on Twitter on average in 2020.
About research: The report was based on analysis of engagement data (likes, comments, reactions, shares, retweets, etc.) related to 22 million posts on Instagram, Facebook and Twitter in 2020. The posts were written by organizations in 35 industries. The researchers compared the results with 2019 data to identify year-on-year trends.
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