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Average engagement rates (September 2023)

Average engagement rates: Information for September

Free engagement rate calculator

So you’ve planned and launched a social media campaign and patiently waited for the likes, comments, and conversions to come in. Now you’re looking at your performance report and wondering what the numbers are. Actually Meaning. Is a 2% engagement rate high or low? Did your target audience love your campaign or did it fail?

It’s difficult to make sense of raw data without social media benchmarks (i.e. average performance statistics for a social platform or industry). But we caught you. We summarized in this article Average social media engagement rates from top 13 industries To give you a better understanding of where you stand. (And it allows you to brag to your boss about the confidence gained from data; 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.

Average engagement rates (September 2023)

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

Where did this data come from? Our team collects data from social accounts connected to Moyens I/O and compiles it anonymously. Each benchmark is based on at least 100 social accounts and no data can be traced back to any individual account.

For more comparisons (including impressions, audience growth rate, sharing frequency, and more) and insights to help you improve your marketing strategy, Start a free 30-day Moyens I/O trial See statistics for your industry and carefully selected competitors in Moyens I/O Analytics


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agencies

  • Average X (Twitter) engagement rate: 1.02%
  • Average Instagram engagement rate: 2.06%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.18%
  • Average TikTok engagement rate: 0.71%
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Average social media interaction rate in September 2023: Agencies

Education

  • Average X (Twitter) engagement rate: 1.03%
  • Average Instagram engagement rate: 3.16%
  • Average Facebook engagement rate: 1.63%
  • Average LinkedIn engagement rate: 1.81%
  • Average TikTok engagement rate: 0.52%

Average social media engagement rate in September 2023: Education

Entertainment and media

  • Average X (Twitter) engagement rate: 1.4%
  • Average Instagram engagement rate: 1.66%
  • Average Facebook engagement rate: 1.09%
  • Average LinkedIn engagement rate: 1.32%
  • Average TikTok engagement rate: 9.77%

Average social media engagement rate in September 2023: Entertainment and media

financial services

  • Average X (Twitter) engagement rate: 0.99%
  • Average Instagram engagement rate: 1.87%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.74%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Financial services

Food and drink

  • Average X (Twitter) engagement rate: 0.79%
  • Average Instagram engagement rate: 1.49%
  • Average Facebook engagement rate: 0.71%
  • Average LinkedIn engagement rate: 1.11%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Food and beverage

State

  • Average X (Twitter) engagement rate: 1.33%
  • Average Instagram engagement rate: 2.05%
  • Average Facebook engagement rate: 1.64%
  • Average LinkedIn engagement rate: 2.14%
  • Average TikTok engagement rate: 0.8%

Average social media engagement rate in September 2023: Government

Health and wellness

  • Average X (Twitter) engagement rate: 0.92%
  • Average Instagram engagement rate: 2.28%
  • Average Facebook engagement rate: 1.31%
  • Average LinkedIn engagement rate: 1.61%
  • Average TikTok engagement rate: 0.75%

Average social media engagement rate in September 2023: Health and wellness

non-profit

  • Average X (Twitter) engagement rate: 1.18%
  • Average Instagram engagement rate: 2.47%
  • Average Facebook engagement rate: 1.61%
  • Average LinkedIn engagement rate: 2.26%
  • Average TikTok engagement rate: 0.63%

Average social media engagement rate in September 2023: Nonprofit

Real estate

  • Average X (Twitter) engagement rate: 0.81%
  • Average Instagram engagement rate: 1.5%
  • Average Facebook engagement rate: 1.01%
  • Average LinkedIn engagement rate: 1.68%
  • Average TikTok engagement rate: 0.39%

Average social media engagement rate in September 2023: Real Estate

Retail

  • Average X (Twitter) engagement rate: 0.87%
  • Average Instagram engagement rate: 2.07%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.29%
  • Average TikTok engagement rate: 1.21%

Retail

Professional services and consulting

  • Average X (Twitter) engagement rate: 0.89%
  • Average Instagram engagement rate: 1.62%
  • Average Facebook engagement rate: 1.05%
  • Average LinkedIn engagement rate: 1.55%
  • Average TikTok engagement rate: 0.36%

Average social media engagement rate in September 2023: Professional services and consulting

Technology

  • Average X (Twitter) engagement rate: 1.34%
  • Average Instagram engagement rate: 1.47%
  • Average Facebook engagement rate: 1%
  • Average LinkedIn engagement rate: 1.72%
  • Average TikTok engagement rate: 0.55%

Average social media engagement rate in September 2023: Technology

Travel, accommodation and entertainment

  • Average X (Twitter) engagement rate: 1.32%
  • Average Instagram engagement rate: 1.7%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.47%
  • Average TikTok engagement rate: 6.01%

Average social media engagement rate in September 2023: Travel, accommodation and entertainment

Average engagement rates: Information for September

1. Instagram users are the most active users

Across almost all industries, Instagram consistently has the highest average rates compared to other social networks.

Interestingly, educational institutions had higher Instagram engagement than any other industry in September. If you run social media for a school, college or university and are struggling to get your engagement rates up to the industry average, here are some tips to help you.

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Exceptionally high TikTok engagement rates show that short-form video is a great way to capture audience attention in these industries. If you operate in one of these industries and haven’t yet started using TikTok to promote your business, you may be missing out! Our TikTok marketing guide for beginners will help you get started and connect with TikTok’s highly active community.

3. Financial services and technology struggle to engage

In general, financial institutions and technology companies appear to generate slightly lower social media engagement compared to other industries across all social media platforms except LinkedIn. This may be because these industries deal with complex and technical topics that may be difficult to attract the attention of a wide audience.

To remember: It’s not a product or service that makes something seem “boring”, it’s bad marketing. Even if your industry has a boring reputation, you can create engaging social content. Not sure how? Check out these blog posts for inspiration:

  • 17 Fresh Social Media Post Ideas for 2023
  • 19 Engagement Post Ideas That Will Blow Your Analytics

4. The food and beverage industry wins on Instagram

Restaurants and other food-related businesses see high engagement on Instagram; This makes perfect sense, given the platform’s focus on visual content (and its users’ obsession with sharing pictures of their meals).

Free engagement rate calculator

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

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, etc.). If you’re calculating the engagement rate for a particular social media marketing campaign, only include details of posts that are part of the campaign.

Engagement rate calculator








Your interaction rate:



If you’re looking for more detailed data or want to calculate different types 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 Moyens I/O trial to easily track the performance of all your social channels in one place (so you can replicate what’s working and get more engagement). Moyens I/O’s social media analytics tool aggregates your statistics from Facebook, Instagram, Twitter, LinkedIn, and TikTok.

2023 Average Participation Rates for 13 Sectors [STATS] 2

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With Moyens I/O Analytics you can also:

  • Find out when your target 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 Moyens I/O to track and improve engagement rates across all your social media channels. Try it for free today.