2021 Social Benchmark Studies

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What's Happening

Industry benchmark reports are starting to roll out for 2021. If you’re not familiar, they are independent studies done on hundreds of social media accounts across many industries.

I pick one to use year-over-year so I compare apples to apples, so to speak. I’ve historically used this one from Rival IQ, but there’s also a great one from Social Insider.


Use it for Your Business

The results of these studies are hugely helpful in guiding your social media efforts for the year and giving you a perspective on what’s “normal” for your industry.

Usually, it’s a big morale booster because you find out you’re doing better than you realized!

First, I read through the whole report and make note of anything I can glean to improve or adjust my strategies this year. For example, this gem from the Rival IQ report: “Instagram carousels often get re-served to users who don’t engage the first time, earning more impressions.”

Second, I note the engagement rates for each platform for the industries my clients are in. I add these engagement rates as a benchmark line in my weekly and monthly social media stat reports. For example, in the chart below, the red line is the industry benchmark, and the blue line tracks the client’s Facebook engagement.


Even if you don’t get this fancy when you’re tracking your social media, it helps to know where your stats stand compared to your industry. If they are well above, you’re doing great. If they consistently dip below, it’s time to evaluate and try something new.

Tracking stats is hardly what I consider a good time, but it’s essential to helping you grow your social. After all, you can’t manage it if you don’t measure it.


Relevancy Rating

Just because it's new doesn't mean it's worth your time: Is learning where your social stands compared to your industry worth your time?

YES!: I give it 5 out of 5 thumbs up.

A 5 Rating Means: Time investment on it is critical to growing your social media following. You won’t regret it!


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