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Average Engagement Rates for 12 Industries [January 2024]

Compare your results to average engagement rates in your industry to get a better understanding of your performance — and brag about your wins with confidence.

Karolina Mikolajczyk February 12, 2024
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So you’ve planned and launched a social media campaign, and waited patiently for the likes, comments, and conversions to roll in. Now you’re looking at your performance report, wondering what the numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?

Without social media benchmarks (a.k.a. average performance stats for a social platform or industry), it’s difficult to make sense of raw data. But we got you. In this post, we’ve rounded up average social media engagement rates from 12 top industries to give you a better understanding of where you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)

We’ve even included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.

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Average engagement rates (January 2024)

Below, you’ll find the latest average engagement rates (per post), broken down by industry and social network.

For more benchmarks (including impressions, audience growth rate, posting frequency, and much more) and insights that will help you improve your marketing strategy, start a free 30-day Hootsuite trial and browse stats from your industry — and hand-picked competitors — in Hootsuite Analytics

Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement

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Agencies

  • Average Instagram engagement rate: 1.53%
  • Average Facebook engagement rate: 0.72%
  • Average X (Twitter) engagement rate: 1.08%
  • Average LinkedIn engagement rate: 0.94%
  • Average TikTok engagement rate: 0.35%
Average engagement rates on all major networks in January 2024: Agencies

Education

  • Average Instagram engagement rate: 2.55%
  • Average Facebook engagement rate: 1.34%
  • Average X (Twitter) engagement rate: 1.1%
  • Average LinkedIn engagement rate: 1.49%
  • Average TikTok engagement rate: 0.52%

Average engagement rates on all major networks in January 2024: Education sector

Entertainment and media

  • Average Instagram engagement rate: 1.56%
  • Average Facebook engagement rate: 0.95%
  • Average X (Twitter) engagement rate: 1.45%
  • Average LinkedIn engagement rate: 1.05%
  • Average TikTok engagement rate: 1.05%

Average engagement rates on all major networks in January 2024: Entertainment and media sector

Financial services

  • Average Instagram engagement rate: 1.68%
  • Average Facebook engagement rate: 0.86%
  • Average X (Twitter) engagement rate: 1.23%
  • Average LinkedIn engagement rate: 1.28%
  • Average TikTok engagement rate: 0.32%

Average engagement rates on all major networks in January 2024: Financial services sector

Food and beverage

  • Average Instagram engagement rate: 1.35%
  • Average Facebook engagement rate: 1.93%
  • Average X (Twitter) engagement rate: 0.79%
  • Average LinkedIn engagement rate: 0.9%
  • Average TikTok engagement rate: 0.48%

Average engagement rates on all major networks in January 2024: Food and beverage industry

Government

  • Average Instagram engagement rate: 1.97%
  • Average Facebook engagement rate: 2.19%
  • Average X (Twitter) engagement rate: 1.31%
  • Average LinkedIn engagement rate: 1.91%
  • Average TikTok engagement rate: 0.68%

Average engagement rates on all major networks in January 2024: Government sector

Healthcare and wellness

  • Average Instagram engagement rate: 1.7%
  • Average Facebook engagement rate: 1.17%
  • Average X (Twitter) engagement rate: 0.98%
  • Average LinkedIn engagement rate: 1.23%
  • Average TikTok engagement rate: 0.45%

Average engagement rates on all major networks in January 2024: Healthcare and wellness sector

Real estate

  • Average Instagram engagement rate: 1.34%
  • Average Facebook engagement rate: 0.75%
  • Average X (Twitter) engagement rate: 1.27%
  • Average LinkedIn engagement rate: 1.34%
  • Average TikTok engagement rate: 0.26%

Average engagement rates on all major networks in January 2024: Real estate sector

Retail

  • Average Instagram engagement rate: 1.58%
  • Average Facebook engagement rate: 0.73%
  • Average X (Twitter) engagement rate: 0.93%
  • Average LinkedIn engagement rate: 1.08%
  • Average TikTok engagement rate: 0.63%

Average engagement rates on all major networks in January 2024: Retail sector

Professional services and consulting

  • Average Instagram engagement rate: 1.4%
  • Average Facebook engagement rate: 0.98%
  • Average X (Twitter) engagement rate: 1%
  • Average LinkedIn engagement rate: 1.21%
  • Average TikTok engagement rate: 0.45%

Average engagement rates on all major networks in January 2024: Professional services and consulting

Technology

  • Average Instagram engagement rate: 1.25%
  • Average Facebook engagement rate: 0.72%
  • Average X (Twitter) engagement rate: 1.34%
  • Average LinkedIn engagement rate: 1.27%
  • Average TikTok engagement rate: 0.44%

Average engagement rates on all major networks in January 2024: Technology sector

Travel, hospitality, and leisure

  • Average Instagram engagement rate: 1.39%
  • Average Facebook engagement rate: 0.94%
  • Average X (Twitter) engagement rate: 1.12%
  • Average LinkedIn engagement rate: 1.1%
  • Average TikTok engagement rate: 0.64%

Average engagement rates on all major networks in January 2024: Travel, hospitality, and leisure sector

Average engagement rates: January insights

1. Instagram was the best platform for engagement

Instagram continues to be the best social network for businesses looking to build an engaged social following — in January, it consistently recorded the highest average engagement rates across all industries.

Brands and organizations just getting started with social media marketing can count on Instagram’s visual appeal, many interactive features, and smart algorithm for a bit of a boost.

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2. Education and healthcare-related content performed well

Education and Healthcare & Wellness stand out as industries with high average engagement rates across all major social networks. This could be attributed to the personal and informative nature of content in these sectors, which tends to resonate well with social audiences.

3. Technology was big on X (formerly Twitter)

In January, the technology industry led on X, with an average engagement rate of 1.34%. This likely has to do with the fact that historically, Twitter has always been used for sharing news and updates in the tech sector.

4. Government saw high performance across networks

The Government sector shows consistently high engagement rates across most major social platforms. This could be due to the nature of public service-related content and the public’s desire for transparency and communication from government agencies.

Free engagement rate calculator

Ready to compare your performance to industry benchmarks? Use this free tool to find out your engagement rate by post.

Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the posts that were part of the campaign.

Your engagement rate:

If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.

Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite’s social media analytics tool collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.

Start free 30-day trial

With Hootsuite Analytics, you can also:

  • Find out when your audience is online
  • Get personalized recommendations for your best times to post for each of your accounts
  • Easily view industry benchmarks and see how you compare to competitors

Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.

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By Karolina Mikolajczyk

Karolina Mikolajczyk is a Senior Inbound Marketing Strategist and associate editor of the Hootsuite blog. After completing her Master’s degree in English, Karolina launched her marketing career in 2014. Before joining Hootsuite in 2021, she worked with digital marketing agencies, SaaS startups, and international corporations, helping businesses and social media content creators grow their online presence and improve conversions through SEO and content marketing strategies.

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