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.

According to a study of Instagram (IG) influencer engagement rates (ER) worldwide, nano influencers have been seeing the highest popularity compared to other tier profiles. Influencers who had between one to ten thousand followers had tan engagement rate of 2.19 percent in 2023. On average the ER for all studied IG influencers stood at 1.85 percent in the same year.

Profile growth - the growth on our social platforms to see where and when we're gaining followers. Engagement rate - a ratio of how many people interacted with ours posts based on when users are usually online. Reach - the number of feeds our posts appeared in (doesn't mean people interacted with the post).

In 2019, fashion brands performed best on photo-sharing platform Instagram. On average, fashion brands posted 0.96 posts on Instagram per day and generated a 0.68 percent engagement rate per post, which was a higher engagement rate than on Facebook or Twitter.

Islamic higher education (IHE) and non-religious/general higher education (GHE) are the largest forms of higher education institution in Indonesia. IHE has utilized social media as a primary marketing channel in inter-university competitions. This study aims to (1)investigate the performance of Facebook (FB) and Instagram (IG) marketing and (2) understand FB and IG content from the point of view of marketing mix strategy. This study employs content analysis to comprehensively investigate the content disseminated across the Facebook pages and Instagram accounts of all state-IHE within Kalimantan Island, Indonesia, from January 2020 to June 2023. The engagement rate indicates the performance level of FB and IG marketing. The engagement rates on Facebook are audited utilizing https://app.sproutsocial.com, while the Instagram accounts are assessed through https://phlanx.com/engagement-calculator. FB and IG content is coded and analysed descriptively quantitatively to answer research questions. The findings revealed that engagement on FB and IG must still meet engagement rate standards. IHE has implemented the marketing mix elements, including product, price, place, promotion, people, physical evidence, and process. There was an imbalance in the percentage distribution of these elements. The people/personnel element dominated the Instagram posts, while the process element was prominent in the Facebook pages posts. The theoretical contribution of this study is IHE social media marketing theory. The study recommends to IHE to manage social media systematically by posting content that includes marketing mix elements in a balanced manner. Therefore, future studies can focus on the effect of SMM on IHE enrolment in the Indonesia context.

Travel was the leading industry for influencer marketing engagement, averaging an engagement rate of 2.4 percent among global social media users in 2023. Beauty and sports and fitness followed with 1.95 percent and 1.6 percent, respectively. Fashion and education industries reported engagement rates of 1.53 percent and 1.21 percent.

Social Media Engagement Rate for Facebook and Twitter

Social Media Engagement Rate for Pierce County's Facebook, Twitter and LinkedIn Profiles

In 2024, content hosted on TikTok had an engagement rate of approximately 4.64 percent. This represented a decrease compared to 5.77 percent engagement rate recorded by TikTok content during the previous year.

In 2023, the average engagement rate of higher education posts on Instagram was 2.43 percent, which is almost six times the overall average of 0.43 percent. Sports teams' posts also achieved higher than average interaction on Instagram, with a 1.57 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 0.063 percent.

Between September and November 2023, Facebook video posts in Belgium had an engagement rate of 0.68 percent, the most engagement for any type of post on the social media platform. Additionally, photo posts on the social media platform had an average engagement rate of 0.23 percent. Overall, all types of posts on Facebook in Belgium had an average engagement rate of 0.2 percent.

This statistic displays a ranking of the social media platforms on which French influencers stated getting the most engagement in 2019. It appears that 71.7 percent of the respondents declared that Instagram was the social network on which they gathered the most engagement.

Some common types of content used in content marketing include:

• Blog posts and articles
• Videos
• Podcasts
• Infographics
• E-books and whitepapers
• Webinars and online courses
• Social media posts
• Email newsletters
• Case studies
• Interactive content (quizzes, polls, etc.)

Businesses can use content marketing to reach their target audience, establish thought leadership, generate leads, and support various stages of the customer journey.

Businesses can cultivate relationships with their audiences and ultimately influence their purchasing decisions by consistently providing high-quality content.

Kindly refer to my paper for more information. Please cite my work if you use my dataset in any work : K. R. Purba, D. Asirvatham and R. K. Murugesan, "Classification of instagram fake users using supervised machine learning algorithms," International Journal of Electrical and Computer Engineering (IJECE), vol. 10, no. 3, pp. 2763-2772, 2020.

The dataset was collected using web scraping from third-party Instagram websites, to capture their metadata and up to 12 latest media posts from each user. The collection process was executed from September 1st, 2019, until September 20th, 2019. The dataset contains authentic users and fake users, which were filtered using human annotators. The authentic users were taken from followers of 24 private university pages (8 Indonesian, 8 Malaysian, 8 Australian) on Instagram. To reduce the number of users, they are picked using proportional random sampling based on their source university. All private users were removed, which is a total of 31,335 out of 63,795 users (49.11%). The final number of public users used in this research was 32,460 users.

Var name | Feature name | Description pos | Num posts | Number of total posts that the user has ever posted. flg | Num following | Number of following flr | Num followers | Number of followers bl | Biography length | Length (number of characters) of the user's biography pic | Picture availability | Value 0 if the user has no profile picture, or 1 if has lin | Link availability | Value 0 if the user has no external URL, or 1 if has cl | Average caption length | The average number of character of captions in media cz | Caption zero | Percentage (0.0 to 1.0) of captions that has almost zero (<=3) length ni | Non image percentage | Percentage (0.0 to 1.0) of non-image media. There are three types of media on an Instagram post, i.e. image, video, carousel erl | Engagement rate (Like) | Engagement rate (ER) is commonly defined as (num likes) divide by (num media) divide by (num followers) erc | Engagement rate (Comm.) | Similar to ER like, but it is for comments lt | Location tag percentage | Percentage (0.0 to 1.0) of posts tagged with location hc | Average hashtag count | Average number of hashtags used in a post pr | Promotional keywords | Average use of promotional keywords in hashtag, i.e. {regrann, contest, repost, giveaway, mention, share, give away, quiz} fo | Followers keywords | Average use of followers hunter keywords in hashtag, i.e. {follow, like, folback, follback, f4f} cs | Cosine similarity | Average cosine similarity of between all pair of two posts a user has pi | Post interval | Average interval between posts (in hours)

Output : 2-class User classes : r (real/authentic user), f (fake user / bought followers) 4-class User classes : r (authentic/real user), a (active fake user), i (inactive fake user), s (spammer fake user) Note that the 3 fake user classes (a, i, s) were judged by human annotators.

In 2024, Facebook posts saw a year-over-year change in engagement of -5.31 percent. Interactions interactions saw a change of -9.25 percent, and overall impressions decreased.

During a study of engagement rates on Instagram influencer accounts in the United States, it was found that influencers with a profile size of between one and five thousand followers were projected to have the highest engagement rate throughout 2022, at 4.6 percent. This marked a slight decrease from the average 2021 nano-influencer engagement rate of 4.6 percent.

As of February 2024, the average Instagram business profile follower engagement with posts on a page was 2.18 percent. Overall, photo posts drew the highest level of engagement from page followers, having an interaction rate of 2.69 percent, while carousel posts (posts with multiple images or videos) generated a 1.16 percent engagement rate. In addition, the interaction rate for video posts on the social media platform was 2.21 percent.

Mobile has become the main way to access online content. Mobile devices now account for 55% of the global market share of online access with desktops coming in second place at 43%.

Based on a 2023 survey across 18 countries, it was found that approximately 28 percent of respondents used product reviews on social media platforms, specifically related to food, to make informed choices. Following closely, reviews related to clothing or shoes were relied upon by 27 percent of consumers.

Rare Beauty was the leading beauty brand on Instagram in 2023, with 64 million interactions on the platform, resulting in an overall engagement rate of 1.8 percent. Huda Beauty ranked second, with an engagement rate of 2.78 percent, followed by Sol de Janeiro with 2.95 percent.