In 2024, the average engagement rate of higher education posts on Instagram was *** percent, which is almost *** times the overall average of **** percent. Sports teams' posts also achieved higher than average interaction on Instagram, with a *** percent engagement rate. Fashion and Health and Beauty brands received lower than average engagement on Instagram. On average, brands on Facebook had an engagement rate of ***** percent.

According to a 2025 report on social media industry benchmarks, Instagram held the highest average engagement rate (ER) based on ad impressions, with *** percent. Facebook had a *** percent average ER. Based on the number of followers, TikTok held the highest average ER, with **** percent, whereas Facebook had a *** percent average ER.

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In 2020, posts from ************************* accounts on Instagram reported high engagement rates, with an average of **** percent and **** percent for the examined period, respectively. By comparison, posts by accounts in the retail, beauty, and e-commerce verticals reported low engagement rates on Instagram among all the examined verticals. The media engagement rate across all industry verticals was of **** percent.

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According to a global report conducted between January 2021 and December 2023, TikTok had the highest engagement rate per post when compared to Instagram, Facebook, and X (formerly Twitter). Overall, TikTok's average engagement rate per post was 2.65 percent in 2023. Instagram's engagement rate stood at 0.7 percent in 2023, and Facebook's stood at 0.15 percent.

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Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

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Overview

The study explores how Electronic Dance Music (EDM) artists leverage social media analytics to enhance audience engagement. As digital platforms dominate artist-fan interactions, understanding and optimizing engagement strategies has become essential. The research integrates quantitative metrics and qualitative insights from both EDM artists and their audiences, aiming to uncover data-driven strategies that can maximize social media impact.

Research Questions and Objectives

The research is driven by the following key questions:

1. How does social media analytics influence audience engagement in the EDM industry?
2. Which types of content generate the highest engagement for EDM artists?
3. What role does posting frequency play in shaping audience engagement?
4. Are there differences in engagement patterns across different platforms (e.g., Instagram, TikTok, YouTube)?
5. What social media strategies do successful EDM artists use compared to lesser-known artists?

Objectives:

• To quantify the impact of social media analytics on engagement levels.
• To identify best practices for EDM artists based on data-driven insights.
• To analyze audience behavior and preferences in online interactions.
• To provide strategic recommendations for EDM artists to maximize their digital presence.

Data Collection and Methodology

The research employs a mixed-methods approach, combining quantitative data from social media analytics with qualitative insights from surveys and interviews.

Data Sources:

1. Audience Data (CSV file)

   • Contains demographic details of EDM listeners.
   • Captures age group, country, gender, and preferred social media platforms.
   • Provides insights into where EDM fans are most active online.

2. Music Artists Data (CSV file)

   • Includes engagement metrics from various EDM artists’ social media accounts.
   • Tracks followers, likes, shares, comments, and overall engagement rates.
   • Differentiates between high-engagement and low-engagement artists.

3. Survey Responses

   • Captures audience preferences regarding social media interactions with artists.
   • Identifies factors influencing engagement (e.g., live sessions, Q&A, exclusive content).
   • Evaluates perceived authenticity and responsiveness of EDM artists.

4. Interviews with Industry Experts

   • Includes insights from social media managers and EDM producers.
   • Discusses strategic content planning and engagement tactics.

Data Analysis and Findings

After cleaning and analyzing the data, the study uncovered several critical insights:

A. Social Media Analytics and Audience Engagement

• EDM artists who actively track social media analytics experience higher audience engagement.
• A statistically significant correlation was found between regular content analysis and improved engagement rates (p < 0.05).
• Artists who used data-driven strategies (e.g., tracking the best posting times) saw a 30-40% higher interaction rate.

B. Content Type and Engagement Patterns

• Live performances and short-form videos generate the highest engagement across all platforms.
• Interactive content, such as Q&A sessions, behind-the-scenes footage, and polls, significantly increases audience retention.
• Memes and trending challenges help artists reach wider audiences but do not necessarily build long-term engagement.

C. Posting Frequency and Audience Retention

• Posting daily or several times a week yields the highest engagement.
• Overposting (multiple times per day) leads to audience fatigue, reducing interaction rates.
• Artists with a consistent posting schedule (rather than random uploads) perform better in engagement metrics.

D. Platform-Specific Engagement

• Instagram and TikTok drive the highest engagement among EDM fans.
• YouTube excels in long-term audience retention, with higher interaction rates on live sets and documentary-style content.
• Facebook engagement is declining, making it less relevant for EDM artists targeting younger audiences.

E. Audience Preferences and Geographic Insights

• The 18-24 age group dominates EDM's online audience.
• Fans from North America and Europe are the most engaged, while Asia is an emerging market with increasing engagement rates.
• Personalized engagement (e.g., responding to comments, direct messages) is highly valued by fans.

F. High vs. Low Engagement Artists

• High-engagement artists leverage data analytics to optimize content strategies.
• Low-engagement artists often lack structured social media planning, resulting in inconsistent interaction.

4. Key Business Implications

The study ...

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